Google Adwords is a handy digital marketing resource for most online and location-based businesses. However, the merits of using AdWords as a law firm is heavily debated. Many experts argue that AdWords is too expensive to be used effectively for lawyers and law-related keywords. However, others would disagree, arguing that AdWords is a great way to drive highly relevant and targeted traffic to your website.
With this in mind, we’ve compiled a complete list of the pros and cons of using Google AdWords for your family law firm. Remember, this is our opinion – do your research before you act on any advice presented here!
Pros of using AdWords for my law firm:
The pros of using AdWords are many and include:
AdWords allows you to target relevant searches – This means that you can be confident that the people visiting your website are interested in your services to at least some extent. Unfortunately, you can’t be sure that everyone who clicks on your paid ad will become a paying customer.
AdWords can provide great exposure – Gaining exposure for your law firm can be difficult. Using Google AdWords allows you to place yourself at the top of the search engine rankings, even briefly. Suppose you can couple your AdWords use with effective SEO. In that case, you can potentially have two results at the top of the search engine results page, further increasing your assumed reliability and authority.
AdWords allows you to monitor your campaigns – The campaign monitoring tools that AdWords provides are second to none, allowing you to fine-tune your campaigns according to almost any metric.
Cons of using AdWords for my law firm:
Unfortunately, the cons of using AdWords for your law firm probably outweigh the pros. They include:
Law-related keywords are costly – AdWords can quickly drain your marketing budget, especially if you’re a small business with little money.
It can be hard to find the right keywords – The simple act of fine-tuning your AdWords campaigns isn’t as simple as many people make it out to be. Determining which keywords work for your website is often challenging, especially if you lack digital marketing experience.
It can be scary for beginners – Again, Google AdWords can be tough to use for people who don’t have a lot of digital marketing experience. If you fall into this category, don’t be afraid to use an AdWords expert to help you get started.
Most law firm marketing experts would agree that AdWords shouldn’t form the cornerstone of your digital marketing campaign. Sure, plenty of benefits are associated with using it, but the positives don’t necessarily outweigh the negatives.