In our last post, we presented reasons one through five of why search engine advertising is a great, cost-effective way to get more clients.
Now it’s time for part two: Reasons six through ten.
- You pay only when someone clicks on your ad. It doesn’t matter how many “impressions” there are (that is, how many times your ad is viewed). The search engines only charge you for actual clicks – which means you’re paying to reach visitors who are actually interested in your services.
- Highly targeted. Bid only on keywords that are relevant to your practice. You can have 10 or 10,000 keywords – as noted above, you pay only when someone clicks your ad!
- You can test different messages in your ads. Research what messages are most effective in driving visitors to your Web site to make contact with you, and use that information in your future marketing materials.
- Highly flexible medium. Depending on your practice needs and goals, you can advertise only in the search engines and only when someone searches for your keywords, or you can extend your reach to appear on mobile phones, Google Maps, online and print newspapers, television, and anywhere else that the search engines allow you to advertise.
- Yellow Pages are dying. Search engine advertising is rapidly replacing Yellow Pages directories as a significant source of new clients. In conclusion, there’s no time like now to divert some of your marketing dollars from other channels to search engine advertising in an effort to reach the rapidly growing pool of prospects looking for legal services on the Internet.