PPC for Law Firms

10 Questions For PPC Providers

Do you use software such as WordStream or AdSpike to automate my campaign performance?

Question #1

No.ü When it comes to PPC, you want a dedicated

account rep who monitors your account daily. ü Daily hands-on monitoring is essential because PPC

pricing fluctuates like the stock market. ü  For maximum return, never allow a PPC campaign to

run mindlessly in "set it and forget it" mode or on automated software. That puts your return on investment at risk.

Correct Answer #1

How often do you review PPC accounts, keywords, and negative keywords?

Question #2

Daily or at least every three days.

ü  Any period longer than three days without monitoring can cause wasteful spending due to the fluctuating nature of PPC.

ü  It is essential to monitor campaign performance and utilize negative keywords to focus on target conversions.

Correct Answer #2

Do you allow AdWords to set my bids in order to help maximize my clicks?

Question #3

No.ü  Any PPC provider that allows Google to control

your bids is not employing a hands-on approach.ü  Given the fluctuating nature of keyword bidding

and Google’s personal interest in driving up cost-per-click, “set it and forget it” bidding is like throwing your ad budget out the window.

Correct Answer #3

Do you offer in-house reporting or an in-house dashboard for my campaigns?

Question #4

No.ü  Summary “in-house” reports are susceptible to

spin on the part of your PPC provider.ü  As the person footing the bill, you deserve

access to neutral third-party reporting or the original source dashboard.

Correct Answer #4

Will I have access to your platform’s dashboard?

Question #5

Yes.ü  Big red flag if a PPC provider answers “No” to

this question.ü  If you are paying for the service, why can’t you

see what you are paying for?ü  Our recommendation is: Trust, but Verify

Correct Answer #5

Is your advertising budget a separate line item from your management fee?

Question #6

Yes.ü  Do not work with a PPC provider that only

supplies a “budget” without a line item for management fees. This is the only way to see how much of your budget is actually being spent on PPC campaigns.

ü  If management fees are siphoning your funds, there may not be enough left for a robust PPC campaign.

Correct Answer #6

How much do I need to spend to start a PPC campaign?

Question #7

There is no immediate dollar answer.

ü  PPC campaigns are not one-size-fits-all. A seasoned expert performs an analysis based on your market and goals in order to give an accurate answer.

ü  If you are given a dollar value immediately, the PPC provider is likely dropping you into a package program and not tailoring a campaign to your unique situation.

Correct Answer #7

Where will my PPC ads appear?Question #8

On multiple platforms.

ü  PPC is not isolated to Google Adwords. ü  Savvy PPC providers are skilled in all available

programs and platforms, including social media.ü  Examples include Bing, Facebook, and Twitter.

Correct Answer #8

If I were to switch agencies or move PPC in-house, what happens to my campaigns and reporting?

Question #9

We will readily transfer your campaigns to your control.

ü  We recommend only working with PPC providers that clearly state that you own your campaign data, including historic reporting.

Correct Answer #9

How do you determine which metrics and goals equal success for

my PPC program?

Question #10

Qualified Lead Conversion

ü  You’ll hear many answers to this question, but ultimately, quality lead conversions (e.g., New Cases or Clients) are THE determining success factor.

ü  The focus on your PPC strategy should be on the number of conversions you receive based on your budget, not on the number of clicks your ads generate.

Correct Answer #10

Invest in PPC providers that focus on:

ü  Transparencyü  Daily Monitoringü  Lead Conversionsü  Custom Strategy

Take-Away

Looking to Maximize Your Law Firm’s Paid Digital Marketing?

Contact the paid digital marketing experts at Einstein Law.www.EinsteinLaw.com

(800) 650-0003