Budgets can be tight in this economy, particularly when it comes to marketing.
Saving money while still gaining business is a delicate balance, one that many companies are trying to strike. But in today’s digital age, it’s hard to get business if you don’t advertise online.
As you know (if you’ve read our earlier posts), a combination of advanced search engine optimization strategies and well-thought-out content creation—among other things—will help you slowly but surely rise in the organic and local rankings of Google. Any marketer worth their salt will tell you that Google is the almighty ruler of the web, and you will be rewarded for doing online marketing right in the eyes of the ruler.
To supplement these important efforts, there is also a way to quickly target some very specific potential clients. Google AdWords is a tool you can use to reach this target market—for a fee.
Creating ads with Google AdWords gives you several specific advantages. The article “5 Benefits of Pay-Per-Click” lists speed to market, reach, highly targeted website traffic, testing capabilities, and maximizing the return on your marketing investment as the five clear benefits of using AdWords. You can quickly reach a precise audience and use a variety of ads to see which techniques work better for conversion. In addition to having all of these capabilities, you only have to pay Google when someone clicks on your ad.
How can this help in the legal industry? If you are an attorney who is looking for DUI clients but aren’t sure of the best way to do so, creating an AdWords campaign might be a good way to test some ideas. You can create ads that appear for specific search terms you think potential clients in your area are searching for. You can also create a variety of ads to appeal to the various emotions of people who have recently received a DUI.
Being able to get your ad in front of potential clients who just received a DUI and effectively appeal to their emotions can be a powerful tool. Done right, these ads can really influence their decision to contact you to represent them. If you can successfully master this technique, the money you get from new clients can offset the amount of money you spend distributing your ads.
So is it worth paying Google to advertise your firm? It is very possible, if you know the exact audience you are trying to reach and if you understand how to effectively create ads that illicit a response from them. If you are inexperienced in this area, a word of warning: you’ll want to talk to someone who can help you set up your PPC campaigns. You don’t want to waste your money targeting the wrong audience or creating ads that don’t convert.