Search engine optimization is concerned with enhancing the rankings of Web pages in search engine results. The wider pursuit of search engine marketing (SEM) encompasses paid advertising on search engine results pages. The charge basis for these adverts works out as a fee for each surfer who clicks on the advert to get to the payer’s page. Thus, SEM is often referred to as PPC, which stands for “pay per click.” PPC is a fraught topic because behavioral research shows that the general public avoid clicking on paid adverts in search engine results pages and trust the free (“organic”) listings more. However, if you just can’t get your law firm’s listing on the first page of search engine results, it might be worth trying PPC. This week’s SEO Trends report examines PPC advice posted on Search Engine Watch, Search Engine Land and Search Engine Journal.
Any project requires a strategy and you should start your strategic planning by defining the goal of your PPC campaign. When working out what you want to gain from your paid search budget, you would probably think that your goal is to get more clients for your law firm. However, there are routes to that aim and the method of getting those new clients will dictate your PPC strategy. You may have identified weak points in your SEO campaign that need to be compensated for by a PPC campaign. Identifying where PPC fits into your digital marketing strategy is a starting point for your goal definition. This article will guide you through the process of stating goals and planning tasks to achieve them. You will need to know the meaning of a few terms in order to understand this article. “CPM” stands for “cost per thousand” and refers to the price charged for a thousand impressions on the same Web page. “CPC” means “cost per click” and “CPA” means “cost per action” – the action involved will vary. “ROI” stands for “return on investment and “ROAS” is a similar concept, because it stands for “return on advertising spending.”
The article above explains how to analyse data to direct your PPC campaign and what to do at the beginning of your PPC marketing effort when there is no historical data available. Once your campaign beds in you will be able to analyze the Search Query Report that both Google’s AdWords and Bing Ads provide. This article explains how to use the SQR to target your law firm’s PPC spend.
This article gives you some more metrics to look out for when analyzing your law firm’s PPC campaign. A term you will meet in this piece is “CVR,” which is the “conversion ratio” – it expresses the number of clicks you had to pay for to get each client.
Digital marketing consultant, Albert Costill wrote this piece for Search Engine Journal and explains all the aspects of a PPC campaign that will help you get value for money for your law firm. Unfortunately, the ten things to focus on seem to cover just about every aspect of your website and your SEO strategy, so it may take you a long time to implement all of Costill’s recommendations.
Costill’s advice included the primary directive that your landing page should be your number one priority. This article focuses on the task of optimizing the page on your law firm’s website that your PPC ads point to. One more acronym you need to know is “CRO,” which stands for “conversion rate optimization.”