Pay-Per-Click Campaigns
confusing and it will likely take some
practice before you’re grouping, and
bidding, appropriately.
Setting up Conversion Tracking
You don’t just want people to see your
ad, you want them to go to your site
and ideally make contact with your
firm. Conversion tracking allows you
have a better idea of how your ads
are converting into leads. Only with
this information can you fine-tune your
campaign and increase your ROI.
Doing comparisons between ads
and keyword choices
Do you have a good idea of what
constitutes an effective ad? What
numbers are normal? What statistics
are red flags? As with all advertising,
it’s important that you constantly
assess your campaign; this allows you
to understand which ads you should
discontinue because they just aren’t
effective and which are working, and
should be more actively promoted.
WWThe cost of an SEO consultant
can vary but it is usually a percentage
of your monthly budget. While this
fee may be avoided by doing it on
your own, you’ll likely pay significantly
more money and devote precious time
(that could be used on billable work)
without professional assistance. In
hiring an outside consultant, be sure
that the individual is well-versed in the
legal industry. As you might imagine,
running a PPC campaign for a shoe
store versus a law practice is quite
different. An individual specializing in
legal marketing will have the necessary
knowledge of keywords, legal content
National Association of Consumer Bankruptcy Attorneys
Spring 2015
and an understanding of how your
prospective clients are searching for
your services to make your campaign
effective.
About the Author
Fred J. Cohen, JD, is the founder and
CEO of Amicus Creative Media, an
award-winning attorney web design
and marketing company, and a NACBA
Member Benefit Partner. Visit www.
amicuscreative.com/nacba to learn
more about their special offer to propel
your practice to new heights.
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