Law Firm Marketing - Using Google AdWords for Unranked Keywords

Running a law firm is a strenuous and continuous job. The relentless hours hardly leave any time for marketing your company. However, learning the basics about online marketing strategies will help you make your firm prosperous. One such online tool is Google AdWords. It is an advertising system by Google that give the advertisers to bid on particular keywords so that their link appears on the Google search results. You will have pay Google for the clicks on your law firm’s link.

How Do AdWords Work?

In order to advertise and market your law firm online, you will have to open a Google AdWords account. Basically, whenever a person makes an entry on the search engine, Google starts an auction. For example, a person types “real estate attorney” in the search bar, Google will enter it into the auction for a wide range of queries like “real estate attorneys in Chicago” or “real estate lawyer listings”. As a law firm advertiser, you will have to spot these keywords pertinent to your domain, and bid on them. Depending upon your quality score and your maximum bid, Google ranks your ad. The quality score is an indicator that determines the usefulness of your ad to the user (landing page, CTR, and relevance). The position of your ad is governed by the ad rank. The highest ad rank naturally gets the top most position. The cost per click (CPC) is calculated from the next highest bidder’s ad price divided by your quality score. This means you will pay less than your maximum bid for each click. However, you will have to pay the maximum bid if you are the only bidder or the last one. Let’s explore now how you can rank your law firm’s website better without paying anything more.

The Alternative Side of Google

Google provides the users a “Keyword Planner” in the online product suite linked with AdWords. Even if you are not an advertiser, you can still use it. This suggestion tool will allow you to view the unranked keywords for your law firm’s website. The list of unranked keywords is based upon your “original” keywords. The tool can prove to be extremely beneficial for law firm marketing. The suggestions are wide ranging and allow your firm to gain a larger market share. Therefore, the Google suggestion tool is clearly indispensable as it understands the context through the index and generates keywords with great relevance to your law firm. These keywords will also provide you with a holistic view of your competition law firms. The keyword generation machine can be used by non-advertising law firms.

You may also check the meta tags of the competition website (and it is not unethical to do so either!). Checking what keywords other law firm agencies are targeting at will prove to be a worthwhile effort, and quite instructive as well. By making use of the suggestions of the Keyword Planner, you may improve your law firm marketing strategies to make it rank higher on Google for better results.