As more clients are beginning to rely on internet search engines to find an attorney and as more law firms increase their internet marketing budgets, the average cost per click (CPC) of legal terms has risen more than 30% per year for the last five years.
So, when it comes to PPC advertising (Google AdWords), mistakes absolutely, positively, have to be avoided. Mistakes can be VERY, VERY expensive. However, regardless of how often it’s talked about, the most common PPC mistakes seem to be made over and over again. Today we’re going to talk about just one of dozens of them… Poor Keyword Research and Inadequate Use of Long Tail Keywords.
Good keyword research is one of the most important components of a successful campaign. There are a variety of keyword research tools that you can use to build out your keyword list, including Keyword Discovery and Wordtracker, which are two of the best keyword research tools now available. Google also has a free tool called the Google AdWords External Keyword Tool and even suggests new keywords right in the main interface where your campaigns are located.
One of the most important features of these tools is that they allow you to evaluate how competitive the terms are that you’re targeting. They can identify the most competitive keywords as well as the least competitive “low hanging fruit” keywords, providing invaluable guidance on keywords to focus on and the ones to stay away from.
It’s very important to spend time building out a list of keywords that will convert for you. Sure, you can see your website on the first page in the sponsored results column for the trophy terms such as “Boston Personal Injury Attorney” or “Dallas Criminal Defense Attorney,” but while these terms may have a lot of volume, they may not be your best performing keywords in terms of cost per conversion.
Terms known as “long tail keywords” will have much less volume than these trophy terms, but will be less expensive to bid on, and will typically convert into clients much better than generic terms.For example, the volume of search queries for a tail term like “Ford F150 Turbo Diesel Problem” will get far, far fewer search queries than a search for “lemon law” will get. However, the people searching it may be much more likely to be your best prospects and not just tire-kickers or researchers.
Another way to uncover long tail keywords is to use a tool such as SpyFu or KeywordSpy. These tools are one of the best ways to spy on your competition and find out what keywords they are bidding on.
Are you currently making this mistake with your Ad groups? This could be costing you a fortune. Failing to use long tail keywords is one of the biggest mistakes that you can make and a sure fire way to go broke quickly! Be sure to use long tail keywords and you should see your performance improve significantly.
To your PPC Success!