Why Use Google Pay Per Click if It’s More Expensive?
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Lawyers – do you want more clients? Why would you use Pay Per Click if it’s that much more expensive than say Facebook ads?
[Marketing Jargon Alert] – Ok, maybe that entire sentence needed more explanation. So “pay per click” aka PPC in the most basic explanation, is where we pay search engines to place your ad at the top of a certain search phrase for some percentage of time.
LOVING THE NUMBERS
Between July 6 and Sept 8 2020 we got 513 leads for a law firm through 2 different avenues.
On Google PPC, the leads average cost were $32.02 and on Facebook $9.66. I did not recommend that we discontinue PPC but I do want more budget in Facebook because it’s working better and for less money.
Facebook has a feature where we can message with potential clients 24/7 whereas Google PPC, we are paying for them to click on something only. In Facebook they take action which means we can screen them.
Now Google My Business has a new “experimental feature” released in some areas, that allows people to message with you directly through the Google maps listing. I’ve also noticed that Google prices for PPC are coming down. So the “jury is out” on how low we can get our cost per client with PPC.
Besides all that it’s worth being on more than one platform to ensure you always have a way to get clients even if one platform is slightly more expensive.
Need help? Here are some of the things we’ve taught to law firms:
Practice area strategy
Social media advertising
Opinion documentary films
Day in the life video production
Search engine optimization
Website development / Google
Content marketing / script writing
Cloud case management