Using Pay-Per-Click (PPC) to Improve Your Online Visibility
How Pay-Per-Click Works | Building Your Practice with Paid Search
When potential clients are looking online for the legal services you offer, your ranking in search engine results is paramount. You want your listing to appear at, or close to, the top of the first page. You can use sophisticated search engine marketing (SEM) and search engine optimization (SEO) tools and strategies to improve your performance with Google and other search engines, but there’s a way to ensure the visibility you want—with paid advertising, also known as “pay-per-click.”
What Is Pay-Per-Click?
Pay-per-click, or PPC, is a form of web-based advertising where the cost of the advertisement is based, in significant part, on how many times web visitors click on the link in the advertisement. As a general rule, PPC is offered almost exclusively by search engines and social media platforms, such as Google, Facebook, YouTube, and Twitter.
PPC advertising may be sold on an auction-like basis or a flat-rate basis. With the bid-based approach, all advertisers place their maximum bid for a particular spot on the search engine results page (SERP). When a web visitor enters a relevant search, an auction is conducted using automated tools. The winner of the auction is based partially on the amount of the bid, but also on the quality and relevancy of the content.
In a flat-rate scenario, an advertiser pays for a particular spot and pays a flat fee each time a web visitor clicks on the advertisement. In such a situation, the advertising rates are typically fixed, based on the location of the ad and the time of day.
The Benefits of a Pay-Per-Click Campaign for Your Practice
The obvious advantage of a PPC campaign is that it gets you where you want to be in the Google search results—in the top three or four listings on the first page. Studies show that 80% of digital marketers find PPC “hugely beneficial” to the growth of their business. PPC can make a big difference in your attempts to market your name and your brand—the vast majority of brands consider PPC a major factor in bringing in new business.
With PPC, because you are in control of the keywords bringing potential clients to your site, you can more accurately target your advertising to bring in the business you want. PPC also offers virtually unequaled flexibility. You can easily make changes to your PPC campaign online.
Furthermore, the very nature of PPC makes it easy to assess performance. Data is typically available in real-time, allowing you to rein in ineffective advertising or take advantage of successful placements.
Contact GetLegal to Implement an Effective Pay-Per-Click Campaign
At GetLegal, we have provided innovative digital marketing solutions to attorneys and law firms nationwide for more than two decades. We offer cutting-edge products to help you maximize ROI on your online marketing, including comprehensive assistance with PPC campaigns. We also provide custom website development (with content and design), search engine optimization, directory listings, full video production capability, online reputation management, and social media marketing. Let us work with you to create and implement a unique and effective strategy to make your practice more robust. To learn more, go to the GetLegal Practice Builder call 1-817-359-7077.
