PPC: What are Negative Keywords in AdWords?

Negative Keywords for Lawyers

Paying for advertising your law firm with Google can be profitable.  In fact, even an attorney with little to no marketing background may bring in new clients by using Google’s AdWords.  However, there is a way to maximize your return when you decide to use Pay Per Click (PPC) marketing.  This blog post will cover one of the main ways to improve your law firm’s PPC campaigns: using negative keywords.

What are Negative Keywords in Adwords?

Negative Keywords allow you to exclude certain search terms from showing your ad.  This way the clients who are actually looking for your legal services will see your ad, and you won’t waste your ad money on people who aren’t looking for a lawyer. (more…)

Lawyer Keywords are the Most Competitive

Keywords

Since we’ve recently discussed Facebook advertising for attorneys, let’s talk about the online advertising giant: Google’s Adsense.  To do that, we need to define what keywords are, and why lawyer keywords are especially important.

Keywords are the words that you type into a google search bar.  Internet marketers usually look at two major factors for a keyword: The number of people searching with that keyword and the number of websites that have that keyword.

Some keywords like “how to lose weight” will have a lot of searches and a lot of competition.  “How to Tame a Wild Kangaroo” will have less.

And when it comes to advertising on these pages, companies will fight tooth and nail to get their ad seen by (and hopefully, clicked by) the most people possible.  The more revenue a click can produce, and the more competition there is among similar companies, the more expensive those ads will be.

Take Attorneys, For Example

If an attorney makes a “sale” from his advertisement, that can mean thousands in revenue.  And with the hyper-competitive small firm legal market in many cities, a few clicks can mean the difference between a good year and a GREAT year.  Let’s look at the most expensive single-word keywords to advertise for, courtesy of the site wordstream: (more…)