Successful PPC Needs More Than Luck

We’ve seen it time and again. Law firms decide to dip their toes into pay-per-click advertising without really understanding the system. They cast about, looking for the perfect combination of keywords and cost to make their campaign worthwhile. It’s incredibly common for people to rely on intuition and luck when crafting their first PPC campaigns. The result? Lost time, lost money and little to no new clients in return.

The fact is that to be effective, PPC campaigns are more about hard work and expertise than they are about fate or talent. If you’re ready to complement your organic search marketing with PPC, make sure you have the following qualities in spades.

  • Time – You will need to make time to regularly analyze and adjust your PPC ads, keywords and bids. Like so many other aspects of online marketing, PPC is not something you can set up one time and never touch again.
  • Desire – PPC is a commitment. Results do not come overnight and ongoing benefits require ongoing expertise. If you don’t have a strong desire to master the art of PPC, get help from someone who does.
  • Knowledge – If you’re not already a data hound, prepare to sharpen your skills. Interpreting performance metrics and determining the next steps is part and parcel of a PPC campaign.
  • Resources – This is the toughest area to handle on your own. Things can go wrong with PPC and it’s important to have a support system in place. Do you know where to get help if you go over budget, if your ads are disapproved or if your account is suspended?

None of this is to imply that PPC is an insurmountable challenge, but it is a complex and powerful system that performs at its best when an expert is behind the wheel. Even if your firm has had a bit of luck in the past, don’t blind yourself to the possibility of what a managed PPC campaign can do. What is currently a side project could be a major component of your integrated marketing strategy.

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