Pay-per-click (PPC) advertising can be expensive and is only getting worse. It can be especially brutal for lawyers who routinely encounter some of the priciest keywords of any industry. Wordstream reports that the keyword “attorney” is the fourth most expensive at $47.07 and the keyword “lawyer” is the sixth most expensive at $42.51.
If you’re not careful, you can quickly end up overspending on PPC and kill your ROI. Fortunately, there are some practical ways to lower your CPC and get the most bang for your buck. Here are some of the best.
Consider Alternatives to Adwords
First things first. It’s important to realize that there are several different platforms outside of Adwords. You’re by no means stuck using Adwords and Adwords alone. Although you’re obviously not going to have access to the same user-base as Adwords and may not bring in quite the same volume of traffic, this is one of the easiest ways to lower your CPC.
In particular, Bing Ads is a network worth checking out because it has control of the second biggest chunk of the search engine market at 13.27 percent. And after some fairly extensive testing, Wordstream even found that there’s a 33.5 percent cheaper CPC on Bing. In other words, you’ll pay roughly a third less than you would pay on Adwords by switching to Bing.
For other alternatives to Adwords, check out this guide from PPC Hero.
Target Longtail Keywords
If you’re at all familiar with SEO, you probably know the value of longtail keywords (phrases with three or more words). But did you know that they can also be tremendously helpful for PPC marketing when you’re trying to lower your CPC?
Here’s an example.
The keyword, “personal injury lawyer” costs a whopping $109.97. It’s very broad and incredibly expensive.
But if you opt for a longtail variation like “personal injury lawyer near me,” it’s only $86.14.
So you could save over $20 just by targeting a longtail keyword. This can have a profound impact over the long run and save you thousands.
Reduce Your Max Bids
Here’s another simple yet effective strategy. Identify a few of your top performing keywords that bring in a lot of clicks. Now reduce your max bids on those keywords by just a couple of cents. Analyze the results to see if they’re still bringing in the same volume (or nearly the same volume) of traffic.
If they do, lower your max bids again and repeat until you notice a drop off in traffic. This is a great way to prevent you from overspending on your keywords and will let you squeeze out every last penny from your PPC campaign. It will require a little experimentation, but after awhile, you should be able to find the “sweet spot.”
PPC advertising is popular because it gets quick results and isn’t nearly as meticulous as organic SEO. The only issue is that it’s fairly easy to overspend if you’re not careful. But by implementing these strategies, you can lower your CPC and still pull in plenty of qualified leads.
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