Pay Per Click vs. Pay Per Lead: Pros & Cons
As a firm is looking to scale, it is essential to consider client-getting vehicles besides referrals. Pay per click (PPC) and pay per lead (PPL) are two of the most valued customer-getting vehicles. Here’s a quick comparison of the two!
NOTE: Although this is a law firm study, the same pros and cons are valid for any service industry.
The Pros of PPC Advertising for Lawyers
Instant Gratification – The first thing that comes to mind as a “pro” for PPC ads is the immediate satisfaction you’ll receive. Additionally, PPC advertisements can be developed and dispersed quickly.
Precise Targeting – With PPC advertisements, you can target your audience and the geographic places of your ads with near pinpoint precision. The advanced targeting allows you to pre-qualify your site’s traffic based on your location or other elements to make sure you are driving the right people to your site.
Comfortable to Track Performance – With a PPC project, you can instantly track the generated traffic, conversion rates, and your ROI. Compare this to material marketing, where results can take months to identify, and changes can take weeks to carry out.
Levels the Playing Field – Lastly, PPC marketing can level the online marketing playing field for lawyers. Even if you’re a solo practitioner, you can still contend online with the “big” companies.
The Cons of PPC Advertising for Lawyers
PPC Costs – Paid advertisements can appear attracting for attorneys because you can manage your spending plan and how much you invest per click. Do not let anyone fool you– PPC projects can be costly.
Not Evergreen – PPC is the marketing equivalent of fracture drug. Once you’re on it, it’s tough to get off of it. When PPC works, it’s difficult to validate minimizing your law firm’s PPC budget plan to fund new marketing methods such as content marketing that may prove less reliable in the short run but will drive ROI in the long term.
Establish & Optimization – I’ve seen numerous examples of poorly run PPC advertisements for lawyers such as criminal lawyers appearing for household law attorney searches or lawyers’ ads showing up in geographical area searches that are well outside of their market area. Running an effective project is an art that requires understanding about creating an appropriate landing page for the ad, picking the correct keywords and terms, proper use of Adwords extensions, use of unfavorable keywords to filter out irrelevant searches, and much more aspects. If you decide to run a PPC campaign, then consider doing exactly what you do best– practicing law– and hire a business that concentrates on running advertisement word campaigns for attorneys
The Pros of Pay Per Lead For Lawyers
Only Pay For Leads (obviously) – With PPL firms, you only have to pay for the leads that are sent your way. Unlike some other online legal representative marketing services, you do not run the risk of cash for a service that yields absolutely no actions. You can be sure you will get leads.
You Have Quality Control – If you’ve contracted for personal injury leads, and someone calls you for a divorce case, you may or may not run into issues disputing that lead. If you decide to work with a PPL firm, always be sure to clarify the qualifications of the billable leads.
No Micro-Management Needed – Some online attorney marketing services require you to make specific options about marketing placements and messaging; PPL firms handle all of the messaging for you. You do not have to think about how the leads are generated, all you have to think about is converting them.
The Cons of Pay Per Lead For Lawyers
Quality Leads can be Expensive – Are they exclusive? How are they generated? Are they qualified? How does the price compare to my net profit? Some PPL firms charge as much as $500 per lead, so it’s essential to factor in all of these variables when quantifying the lead price.
Requires Resources To Optimize ROI – Whether you are paying $500 per lead or $50 per lead, you should be prepared to work that lead to the max. That means staying organized, returning calls without delay, and, following up on those leads frequently, just as any other sales cycle requires. Converting just one lead to a customer could suggest the distinction between success and failure for your pay per lead campaign.
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