Pay Per Click Marketing

Bing Pay Per Click Marketing for Lawyers

Pay per click (PPC) marketing is pretty key in todays competitive Internet marketing market.  Getting people to your website is done in a variety of ways.  Obviously you would prefer if you could just depend on your organic traffic but usually you will need to do many forms of online advertising, including Pay per click marketing. Many lawyers seem turned off by the concept but its a good way to get people to visit your site that potentially may turn into new clients.   Google Adwords is the main PPC player but Bing / MSN Ad Center is another good option.  In many cases you might find the keywords are much cheaper then at Google, and its another avenue of traffic to your site. WHAT IS PAY PER CLICK MARKETING? Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. PPC “display” advertisements are shown on web sites or search engine results with related content that have agreed to show ads. This approach differs from the “pay per impression” methods used in television and newspaper advertising. BING PAY PER CLICK MARKETING Microsoft was the last of the “Big Three” search engines (Microsoft, Google and Yahoo!) to develop its own system for delivering pay per click (PPC) ads. Until the beginning of 2006, all of the ads displayed on the Bing (formerly MSN Search) search engine were supplied by Overture (and later Yahoo!). MSN collected a portion of the ad revenue in return for displaying Yahoo!’s ads on its search engine. As search marketing grew, Microsoft began developing its own system, Microsoft adCenter, for selling PPC advertisements directly to advertisers. As the system was phased in, MSN search showed Yahoo! and Microsoft adCenter advertising in its search results. Microsoft effort to create AdCenter was led by Tarek Najm, then general manager in MSN division of Microsoft. In June 2006, the contract between Yahoo! and Microsoft had expired and Microsoft was displaying only ads from adCenter until 2010. In January 2010 Microsoft announced a take over of Yahoo! and the combination of Bing, formerly MSN Search, to form the Microsoft Search Alliance. A complete transition of all Yahoo! sponsored ad clients to Microsoft adCenter occurred in October 2010. BING PPC FOR ATTORNEYS If your law practice is considering doing a PPC campaign, contact us for assistance. We will help you with all PPC including BING PPC.  We can help you find just the right keywords to focus on and increase your traffic with potential clients searching for your legal services.  You can set a budget and a cap on your per bid amount, as well as your daily or monthly amounts.  FREE PPC MARKETING PROPOSAL Visit our pay per click marketing for lawyers page and fill out the online contact form.

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Google Adwords – Adding "Negative" Keywords

Negative keywords are basically keywords you don’t want showing up for searches that bring up your ad.  So if you were bidding on the broad match term of New York Lawyers, your sites ad could come up for many different variations of that term.   If your law firm doesn’t handle personal injury cases, then it might make sense to make sure your ad didn’t show when someone did the search of New York Accident Lawyers. So if you add the negative keyword (-new york accident lawyer) to that campaign, then that keyword will never trigger your ad and you won’t be paying for that potential click from someone who was looking for something your law firm doesn’t handle. What are negative keywords? I. Definition Negative keywords are a core component of a successful keyword list. Adding a negative keyword to your ad group or campaign means that your ads won’t show for search queries containing that term. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI. II. Example The negative keyword –free trial would prevent your ads from showing on any search queries containing the terms free and trial. It wouldn’t prevent your ads from showing on variations of these terms, however. It also wouldn’t prevent your ads from showing on search queries that only contain one of the terms. For instance, the search queries one-day trial and free test could trigger your ads, while free one-day trial could not. III. How to use them The process to add negative keywords to your ad group is just like adding any other keyword. The only difference is that you put a negative sign (–) before the term. You can also add negative keywords at the campaign level. The bottom line is that when most people add keywords to their Google adwords campaign, they add a broad match keyword and that means many different variations of the keyword can trigger your ad, this can mean more traffic but it also can mean a lower click through rate and maybe people clicking on your ad that aren’t really interested in your service. You could always add an Exact match, which means the term of [New York Lawyers] would only trigger your ad if that exact term was typed in.  Yet that would then limit the amount of times your ad was shown. So adding negative keywords is a way to get more traffic but limit certain terms that you know for sure don’t make sense to your business. Google Adwords has a couple of great ideas to generate the lists of potential negative keywords, below is one way to find them and add them to your campaign. ******************* To use the Keyword Tool to generate potential negative keywords: Sign in to your AdWords account at Click the campaign and the ad group that you’d like to edit. Select the Keywords tab. Click Keyword tool. Enter a generic term related to your product or business (generally a one-word term) in the available field. Click Get Keyword Ideas. Check the Keyword column for any search queries that are irrelevant to your product or business and that you wouldn’t want triggering your ads. Click the downward-pointing arrow in the Match Type column for each keyword that you want to add as a negative match. Select Negative, and the term will be added to your list as negative keyword. Click Save to Ad Group when you’re done. This makes a lot of sense and is a way to fine tune your campaigns so you don’t overspend on your online advertising. We have helped many lawyers succeed with their Internet PPC campaigns at Google adwords, Yahoo search marketing and other PPC programs.  If we can be of service to your law firm with legal PPCo or attorney organic SEO campaigns, please contact us for a free estimate.   

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First Lawsuit for Click Fraud

Article from the AP about a click fraud lawsuit. This is the first lawsuit Ive heard of being filed against Google and other pay per click engines. A Texarkana gift shop that advertises on the Internet has filed a lawsuit against America Online, Google, Yahoo and other Web-centered companies alleging they knowingly overcharged the shop and other companies for "pay per click" advertising. Lane’s alleges a conspiracy in which the companies worked with one another to create an online environment that harms advertisers. This might be pretty hard to prove but will be interesting to see what happens.

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