Is there a downside to PPC advertising for law firms?
A big disadvantage in using legal search terms as keywords is that they are among the most expensive. Payday loan and mortgage terms are the only ones that cost more than legal keywords, and small business owners are painfully aware of these costs.
Furthermore, though you can ostensibly prepare for keyword costs no matter how steep they get, there are other things that impact how much a lawyer really pays for an advertisement. For example, the location of a campaign can drive a price higher. The frequency with which ads are shown and the targeting settings of the campaign all contribute to the cost of the ads.
Generally speaking, the more targeted an advertisement, the less inexpensive it becomes, as it reaches only a small part of people online in a given area. This means a lawyer should employ a good digital marketing agency, or be knowledgable in online advertising themself, to keep costs down while reaching the largest number of people who could be interested.