Questions to Ask Your Law Firm’s PPC Vendor
Staying involved in your law firm’s marketing campaign is important for maximizing your return on investment. Firms often seek out Consultwebs’ help after realizing their current Web vendor was not actively keeping up with their campaign. Even if you have a proactive marketing partner, it will strengthen your firm’s campaign if you occasionally re-evaluate your goals to ensure you are consistently progressing toward them.
Some forms of Internet marketing are easier to monitor than others. Pay-per-click (PPC) is one area where a few key pieces of information can help you quickly evaluate how your campaign is progressing. If you partner with an outside vendor for your law firm’s PPC management, there are a few questions you should be asking to ensure a good return on your investment:
1) What search queries are triggering my ads?
Asking this question will determine whether your site’s PPC traffic is actually relevant or is just a waste of money. For example, if you are advertising for a broad matched keyword “divorce lawyer,” it is possible that “divorce lawyer jobs” or “how to become a divorce lawyer,” etc., could be triggering your ads and wasting valuable ad spend.
2) What is the conversion rate?
The conversion rate will let you know if your landing page is providing a quality user experience and giving visitors the information for which they are looking. It can also help you determine if you are driving the right type of traffic to your site.
3) What is the average cost per click and cost per lead?
These metrics are important to track your campaign’s return. You should continually monitor areas of your marketing that have the highest and lowest return on investments so that you can adjust your spending accordingly.
4) What is the quality score of the campaign’s keywords?
The quality score, an estimate of how relevant and useful your ad is to the viewer, can affect the cost per click and overall cost per lead. If the keywords, ads, and landing page experience aren’t intertwined, then you could have very low quality scores, costing you tons of money in the ad bidding process.
When created and managed correctly, pay-per-click advertising can bring significant benefits to your firm. Staying up to date with your campaign will help keep your provider accountable to bring you the best return possible!