A major debate among lawyers and law firm marketers in the modern world is centered on Google AdWords marketing. As a law firm, is it really worth using AdWords? If so, how should it be used to get the most out of it?
To begin with, we’re going to say yes, Google AdWords marketing for law firms is worth it, but only if it’s one right, and only if you have a large marketing budget. If your marketing budget is limited, there are other things, like social media, that you need to focus on first to make sure that you are getting the most for your money. Let’s have a look at this in more detail.
AdWords Is Expensive For Lawyers
As you probably already know, Google Adwords is extremely expensive for lawyers and law firms. Unless you are focusing on a very non-competitive location specific keywords, then you can expect to pay a lot every time someone clicks on one of your ads. This can quickly chew up your advertising budget, giving you limited visibility and limited returns for the amount of money you have spent.
SEO Is A More Affordable Option
If you have a limited online marketing budget, your best option is to focus on SEO (Search Engine Optimisation). When done right, SEO can help your website appear at the top of the search engine results pages for a number of relevant keywords. It is quite affordable when compared to AdWords marketing, and it provides a long term solution, rather than the short term visibility of AdWords.
Using AdWords & SEO To Compliment Each Other
However, the best case scenario would be to use Google AdWords and SEO together to compliment each other. To begin with, focus your efforts on SEO to make sure that you are appearing at the top of the search engine results for a number of your focus keywords. Once you have achieved this, start using AdWords marketing on the same pages. Having an ad at the top of the page and an organic result just below it can help give potential clients confidence in your firm, and can result in significantly more clicks through to your website.
Tips For Getting The Most Out Of Your AdWords Marketing
As a law firm, you obviously want to get the best return possible on the money that you spend on AdWords marketing. Some of our top tips for doing this include:
- Employ an expert AdWords marketer. AdWords are very difficult to master, and you may end up throwing your money away if you don’t do it right.
- Focus on the most relevant keywords for your firm. This will drive highly targeted visitors to your website, increasing your return on investment.
- Make sure that your website is well-built and responsive. There is no point spending money on AdWords to send people to a poor quality website.
As you can see, AdWords marketing for law firms CAN work. However, it is difficult, and there are better ways to spend your money if you have a limited marketing budget. Start with SEO, and if you have room in your budget afterwards you can look at AdWords. Employ an AdWords expert, and make sure that you are focusing on relevant keywords.