Alternate Title: PPC Isn’t Too Expensive – You’re Just Doing it All Wrong
I have a variation of this conversation with attorneys all the time:
I tried Adwords, but its just crazy expensive.
I spent $800 on our first day with Adwords, with no phone calls, so we turned it off.
Everyone is in Adwords, its just not worth it.
The general consensus among lawyers (many of whom have been burned either by an uninformed agency or their own missteps) is that Adwords is expensive and therefore ineffectual. But…. the very system they are complaining about is based on a Pay per Click model – and we get to choose how much to pay. So its not that its too expensive – its just that you aren’t doing it right. Attorneys – always driven to be at the top – spend a lot of “stupid money” trying to “win” Adwords. This is driven by the misperception that marketing is a cost not an investment. If you learn to view your marketing as an investment, you’ll start asking questions like how much am I spending, and how much is that returning? And when you do that, you’ll find that Adwords is a great investment when handled correctly.
Now, I’ve admittedly cherry-picked the following data from our best campaign from last week to demonstrate my point. This is an entire week, where we spent less than $250 for a small personal injury firm in a secondary market and generated 4 conversions. (In his case – these were phone calls, not chats or form fills, but all three conversion channels should be counted in your assessment.) Not all of our clients look this amazing and this client’s investment doesn’t return this well every week. But the data below is demonstrative of a well run Adwords investment. A few things to note a) this is NOT a ton of volume. The phone’s aren’t ringing off the hook. b)average position is high – meaning we are looking for clients outside the typical pool and c)CPCs are much lower than what it takes to “win” in a typical Personal Injury campaign. Like any investment, the results are in the numbers:
- 1 week
- 4 calls
- 2 clients
- $236.07 spent
Oh – and those four phone calls…. turned into two clients. So, if you think Adwords is too expensive… you’re just not doing it right.