Understanding Cost Per Click Costs: Blog Post by a PPC Company for Law Firms
As the digital landscape continues to evolve, law firms are increasingly leveraging online platforms to connect with potential clients. One of the most effective methods for gaining visibility on the internet is through Pay Per Click (PPC) advertising, where firms bid on keywords to place at the top of search engine results. However, understanding the nuances of Cost Per Click (CPC), especially in the competitive legal market, is crucial for managing a successful PPC campaign.
In this blog post, we will delve into the intricacies of CPC for law firms, shedding light on the average costs associated with legal keywords and how to optimise your campaigns efficiently. We will also discuss strategies to mitigate high costs and the benefits of investing in a professional PPC campaign. For those interested in exploring more about PPC strategies for law firms, check out our Pay Per Click Management services at Wired Media.
Average CPC for Legal Keywords in the UK
Legal terms are among the most expensive keywords in the UK, often due to the high value and competitive nature of the services involved. Data suggests that the average CPC for legal keywords can range significantly, starting from as low as £4 and reaching up to £150 per click in the UK.
Twenty Specific Keywords with their Average Costs
Understanding which keywords to target can make or break a PPC campaign. Below are twenty specific legal keywords and their average CPC in the UK:
- “Personal injury lawyer” – £90
- “Divorce solicitor” – £75
- “Corporate lawyer” – £82
- “Settlement agreement” – £110
- “Medical negligence solicitor” – £95
- “Employment lawyer” – £72
- “Criminal defence lawyer” – £100
- “Patent lawyer” – £107
- “Family court lawyer” – £78
- “Immigration solicitors” – £84
- “No win no fee lawyer” – £112
- “Property conveyancing” – £67
- “Clinical negligence claims” – £93
- “Wills solicitor” – £62
- “Legal aid lawyer” – £54
- “Human rights lawyer” – £102
- “Tax lawyer” – £97
- “Medical injury lawyer” – £91
- “Commercial solicitor” – £86
- “Bankruptcy lawyer” – £88
Popular Nationwide vs. Local Keywords
Whether to target nationwide or local keywords is a strategic decision. Nationwide keywords often have a higher CPC due to broader competition, whereas local keywords can be more cost-effective but may limit reach. For example, “London personal injury lawyer” may have a much different CPC than a general nationwide search term for the same service.
Reducing Click Costs: Key Strategies
Reducing the cost of clicks without compromising on ad efficiency requires a multifaceted approach. It often involves a deep understanding of Google’s Ad Rank and Quality Score mechanics among other factors:
- Ad Rank: A high Ad Rank can lower CPCs. It’s calculated based on your bid amount, auction-time ad quality, Ad Rank thresholds, the competitiveness of an auction, and the context of the person’s search.
- Quality Score: Improving your Quality Score can lead to lower CPCs and better ad placements. Focus on making your ads relevant, improving landing page experience and expected click-through rate.
Other ways to reduce click costs include refining keyword choices, segmenting ad groups more effectively, using ad extensions, and A/B testing ad copies.
The Value of Expensive Clicks
In managing a PPC campaign, the goal shouldn’t always be to minimise click costs. Often, the more expensive keywords convert better and provide the best Cost Per Acquisition (CPA). It’s crucial to balance the targeting between high-CPC and low-CPC keywords based on competition, expected return, and overall strategy for your law firm.
Conclusion: Understanding the complexities of CPC in law firm PPC campaigns is vital for achieving a successful digital marketing strategy. By effectively managing factors like Ad Rank and Quality Score, law firms can optimise their PPC efforts, ensuring both visibility and cost-effectiveness. To learn more about effective strategies in PPC, consider exploring Pay Per Click for Law Firms with Wired Media.
