Improved Search Performance for Law Firms
Soren | 29 January, 2010
Successful paid search marketing in the legal vertical begins when profit is reflected in your keyword optimization. Assessing campaign data with the added conclusions of realized clients, case revenue and client cycle will emphasize the effectiveness of individual keywords by giving them a tangible value that matures through its lifetime.
Measuring keyword performance on cost-per-lead (CPL) alone begets misguided bidding strategies. Although top converting keywords may have a low CPL, resulting leads must produce paying clients in order to be profitable.
Tie case revenues to their attributing keywords, developing the quantifiable effectiveness of the keyword over time. However, keep in mind that knowing current keyword values is only part of the assessment process.
Because close rates vary, it is illogical to punish a keyword for poor performance if the leads it produced have not been given the proper amount of time to be realized. Define lead-to-client cycles to avoid penalizing keywords by reducing bid prices based on incomplete data.
Other factors to consider when optimizing performance on revenue generation include assessing value by case and division type, the value of repeat business, expenses (e.g., research and travel time), targeting ads to an audience looking to act rather than conduct research, geography, and performance targets by the various branches of law to account for differing revenue by the case types.
File Under: Pay Per Click & Search Marketing Comments (0)
