PPC for lawyers has traditionally been a popular and effective means of marketing. After all, it allows you to drive a large volume of targeted traffic to your site virtually overnight.
But as the number of Google AdWords users continues to increase, so does the level of competition. In turn, this has created a conundrum and is making it more and more difficult for attorneys to see a favorable ROI.
Some Less Than Ideal Statistics
Not too long ago, WordStream performed a study that benchmarked several industries on Google Adwords.
Here are some of the highlights regarding the legal industry:
- It had the highest cost-per-click (CPC) by far at a whopping $5.88 on Google search ($2.32 was the average)
- It also had the highest cost-per-action (CPA) on Google search at $135.17 ($59.18 was the average)
- It had the worst click-through-rate (CTR) on Google search at just 1.35 percent (1.91 percent was the average)
This tells us two things. First, it’s insanely expensive when compared to other industries. $5.88 for a CPC and $135.17 for a CPA are significantly higher than most others.
Second, there’s a pretty measly CTR. As WordStream points out, “Legal services struggle to attract attention on the SERP (with a relatively low average 1.35 percent CTR) – in large part due to advertising restrictions enforced by both Google and government organizations. Therefore, legal advertisers have to be extra smart and crafty to do well in PPC.”
If you don’t have a clear understanding of PPC and know how to budget your money, this could quickly eat away at your marketing spend and leave you with very little to show for it.
CPC Increases Dramatically
If that wasn’t enough, a recent report from Merkle found that “spending on Google search ads increased 23 percent overall year over year in Q4 2017.” To say that this is less than encouraging would be a major understatement. If this pattern persists, any semblance of a favorable ROI is going straight out of the window.
This graph created by Google Trends also shows that interest in Adwords is starting to taper off.
This synopsis by no means suggests that PPC for lawyers is in the toilet. It’s definitely still viable.
But as many attorneys are finding out, it’s becoming increasingly difficult to see a solid ROI. In many cases, the mediocre results simply don’t justify the exorbitant spending.
If this has been your experience, then you’ll definitely want to explore other marketing alternatives moving forward. In terms of specific mediums that deliver the best ROI, the following are most worth considering according to MarketingProfs:
- Email marketing – 39 percent of marketers report it as having a good ROI and 16 percent say it’s excellent
- Social media marketing – 37 percent say it’s good and 16 percent say it’s excellent
- SEO – 35 percent say it’s good and 15 percent say it’s excellent
Marketing changes – a lot. Although one particular strategy like PPC may work flawlessly for several years, there’s no guarantees that it will be feasible forever. In the case of PPC for lawyers, it’s pretty clear that this medium has already reached its peak and is beginning to spiral downward.
This doesn’t mean that you should abandon it entirely. But it is a wakeup call that utilizing other channels is a wise move in 2018 and beyond.
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