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Drive Visitors to your Web Site with Google Adwords


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Imagine being able to inform a prospect about your services precisely when they are looking for a service provider like you. Add a success-based pricing model to this dream, where you only pay for an ad when someone clicks on it to visit your web site, and you've got a perfect lead generation system in place.

Google AdWords and other search engine services put these features right at your fingertips. Known as “pay per click” or “pay for performance,” you can present ads when a searcher is looking for the exact key words that you specify. These are the ads that appear on the right-hand side of a Google page under the “Sponsored Links” heading.

Many attorneys have discovered the benefits of online advertising. It is easy to see how this service is used. Just go to www.google.com and pretend you are looking for an attorney with searches like “Chicago employment lawyer” or “texas patent attorney.” You will see enterprising attorneys bidding for new clients in text ads appearing on the right side of the screen.

You can set up an AdWords account for only $5.00. It is very easy to use and your ads start to appear immediately. Just click on the “Advertising Programs” link on the Google home page under the search box to get started.

Here are some answers to frequently asked questions:

- You specify the bid price you are willing to pay per keyword (usually $.25 and up, up, up)
- You can establish a daily budget to control costs
- Select very specific terms and phrases to maximize performance
- Screen out terms that are not of interest with a “-“ (i.e., –free, –contingent)
- Geographic targeting is available
- Ad campaigns can be automatically programmed to run only during prime business hours
- Campaigns can also be “paused” at any time

You owe it to yourself to at least test ads on Google. Of course, check with your state bar association first to make sure it conforms to pertinent marketing guidelines.

Other pay-per-click services are offered by Yahoo! Search Engine Marketing, Microsoft and AOL. Google is the search engine leader, with 48% of the search market, followed by Yahoo! with a 28% share.

Explore opportunities to focus your pay-per-click advertising program geographically. Many online services now offer targeting at the local, state or regional level. You can even display your office location(s) on local maps offered by Yahoo! or Google, so prospective customers in your vicinity can easily view your location and contact information.



By Legal Expert Connections, Inc.
Legal Marketing, Expert Marketing, Attorney Marketing, Lawyer Marketing
ABOUT THE AUTHOR: Margaret Grisdela
Legal marketing consultant Margaret Grisdela is President of the South Florida legal marketing agency Legal Expert Connections, Inc., focused on business development for law firms, attorneys, lawyers, forensic experts, and litigation support. She is the author of the legal marketing book “Courting Your Clients,” and 2008 Co-Chair of the Legal Marketing Association, South Florida City Group. Services include business development training, attorney marketing plans, law firm web sites, law firm brochures, speaking engagements, article placement, and more.

Copyright Legal Expert Connections, Inc.

Disclaimer: While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal advice as individual situations will differ and should be discussed with an expert and/or lawyer.For specific technical or legal advice on the information provided and related topics, please contact the author.

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