In the more than 20 years that I’ve been in the attorney marketing business, broadcast TV has been the best medium for advertising personal injury law firms to attract potential clients. And it still is! But there are circumstances where Pay-Per-Click (PPC) advertising is an excellent supplement to broadcast TV, and sometimes an even better option.
PPC as a Primary Medium
Broadcast TV has a high monetary threshold for entry. I think most attorneys will acknowledge an effective TV campaign requires a minimum spending level. Defining a market’s point of entry is another topic, but in general, the larger the market, the higher the threshold. For example, while a budget of $20,000 per month will not fund a competitive broadcast TV campaign in Philadelphia, it will allow for a strong PPC campaign.
Another monetary barrier is geography. For example, if your Neilson-defined market includes multiple states, it may be problematic for you to accept cases in all the states your ad reaches. This can be a huge disadvantage when trying to make a TV campaign work. My New Jersey client didn’t want to pay to be on New York City TV, but because of the area’s dense population and broadcast signals, that’s what it takes to reach viewers in New Jersey. PPC allows us to target potential clients in his state only; this ability to focus your message right where you want it solves those geographical problems.
PPC as a Supplement
If your advertising budget will fund a proper broadcast TV campaign, but you cannot afford to spend much more than the minimum investment, you should probably do only TV. However, if your TV spending has reached or is near the level of diminishing returns, PPC can be an excellent supplement.
For those of you who think Pay-Per-Click doesn’t work, I say give me a chance to prove you wrong. We’re employing strategies specifically for law firms that 6-year-old internet marketing companies couldn’t possibly come up with. Call me and let’s talk about it.