Effectiveness of Online Advertising

Advertising or specifically online advertising for lawyers can be an effective way to:

  • Increase the likelihood of prospective clients finding you.
  • Generating more leads or phone calls from prospects.
  • Improving your websites traffic and visibility in the search engines.

Difference between SEO and SEM

Different from SEO, which is based on a search engines evaluation of organic content they have indexed, online advertising is pay to play. You are ensuring you show up in a search result in the desired target market area for the exact search terms you want to be found for.

jargon alert

Jargon Alert

 

These terms are synonymous with one another.

Online Advertising Pitfalls to Avoid

  • Wasting time on unqualified leads;
  • Knowing that you’re getting any leads or calls at all;
  • Being sure it is working as “advertised”;
  • Having confidence you’re getting your money’s worth;
  • Ensuring you are not over spending and;
  • Knowing exactly where your money is going.

Online Advertising Pitfalls to Avoid

  • Wasting time on unqualified leads;
  • Knowing that you’re getting any leads or calls at all;
  • Being sure it is working as “advertised”;
  • Having confidence you’re getting your money’s worth;
  • Ensuring you are not over spending and;
  • Knowing exactly where your money is going.

1. Establish your goal(s).

What is most important to you?

  • More leads?
  • More phone calls?
  • Greater visibility of your firm in the area (brand awareness)?
  • More website traffic?
  • Want people to register for a seminar?
  • Remarketing to previous visitors?
  • You get the idea.

 

2. Have realistic expectations.

For you to have some realistic expectations, you should know what to expect in the first place. There are no guarantees anyone can make or promise to you.

To give you a fighting chance, Known Law will:

  • Provide in depth search keyword research and analysis;
  • Identify the type of online advertising campaign(s) best suited to meet your goals;
  • Make budget recommendations;
  • Provide a snapshot of what you can expect in return;
  • Inform you on how much money the advertiser (i.e., Google or Bing) will get;
  • Inform you on how much Known Law will cost to implement and manage;
  • Make website edit recommendations to coincide with a potential ad campaign so you can be sure you are maximizing your dollars spent.

3. Maximize your ROI

You have established your advertising goals, have been presented realistic expectations and understand what it will cost. How can you maximize your ROI?

Known Law will:

  • Utilize industry standards and best practices to setup your campaign(s);
  • Setup and monitor conversation tracking metrics;
  • Setup and monitor telephone call tracking metrics;
  • Ensure proper Google or Bing Analytics are configured;
  • Explain advertising conversion tracking and reporting so you can properly measure what you are going to get.

5. Don’t Over Commit

All to often we hear stories from Attorneys who have signed on to a long-term contract for online advertising. We feel this is a mistake. Known Law does not require any long or short-term contracts. We will be the first to tell you that you can’t start a campaign, not see results immediately and then stop. Due to the quickness that things change on the Internet, you should maintain flexibility and control over your ad dollars.

6. Expect Transparency

Be sure you know exactly where your ad dollars are being spent. Known Law, like you will ask to be reimbursed for time spent working on an advertising campaign for your firm. However, we do not hide where your money goes. Expect results but accept responsibility if something is not meeting your expectations and you maybe didn’t follow the recommendations provided.