Best Practices for Driving a Case Online: Hire an Ad Agency
Personal injury law is a complicated field, even for a legal discipline. A wide range of variables must be taken into account, most of which will fluctuate widely from one case to the next. The way in which a single case is managed, by the legal teams representing the plaintiff and the defendant, will often result in millions of dollars in damages being allocated — or withheld.
What is Pay-Per-Click Advertising (PPC)?
PPC is a form of directed advertising which puts advertisements and other information out there for all to see. It is maintained by some of the largest advertising networks online, including Google, Yahoo! and Microsoft Corporation. Pay-per-click advertising relies upon the purchase of keywords to drive targeted audiences directly to your online presence, courtesy advertisements which show up in front of the right internet users.
In plain terms, pay-per-click advertising puts your information in front of people who are looking for info related to the subject you’re covering, and it gives you pride of place in return for a fee that is assessed every time someone clicks on your ad. It is a scalable advertising solution, which draws traffic immediately and drives significant numbers of users with a vested interest in your subject matter right to your website, social media feed, or other online presence.
Where Can I See Examples of PPC advertising?
There is an additional, relatively recent angle to PPC advertising which makes it even more essential to the effective management of your personal injury cases. The internet is becoming increasingly mobile, with more internet connections made from mobile devices than from traditional PCs or laptop computers. Mobile devices display paid advertisements made through major providers, such as Google or Bing, ahead of their users’ organic search results.
In addition to internet users’ search results pages, paid advertisements may be seen on virtually every major blog and social media website. While many entertainment-based websites offer a virtual smorgasbord of advertising glut, other blogs and websites offer carefully selected and targeted ads related to the subjects that they cover. These ads are provided by reliable advertising networks, which generate profit specifically through their ability to target audiences of people who are already interested in related subject matter.
So What’s the Catch?
If you want to drive your personal injury case online, you need to know which keywords to purchase. That’s how PPC advertising works, in a nutshell: you pay money for a certain number of search results related to certain keywords. This has to be carefully managed, or it can become prohibitively expensive — while generating sub-par results due to poor keyword selection.
A good advertising agency will research the right keywords to use for an advertising campaign, based upon how often they are being used as search terms by internet users within a target demographic. They can balance standard and long-tail keywords. Long-tail keywords are more precise, but also more elaborate, and are used by fewer people as a result. They’re a sacrifice of quantity for quality, but without marketing research it’s impossible to know what to use in advance.
By retaining the services of an experienced ad agency, you can push your cases into the public consciousness and help people to see your client as the victim of an avoidable accident based on negligence. The agency will ensure that your ad campaign, which requires consistent monitoring and occasional adjustment, remains within your carefully evaluated budget while consistently delivering optimal results.