Google AdWords is one of the most popular digital marketing mediums in the world. It is used to great effect by a wide range of small businesses, especially when the businesses in question aren’t in a competitive industry.
However, Google AdWords is actually quite ineffective for people like lawyers. Even a single click can cost hundreds of dollars for some keywords, and this is really not viable for most law firms. With this in mind, we’ve put together a short list of 5 reasons why you shouldn’t use Google AdWords for your law firm. These include:
- AdWords is extremely expensive:
Let’s start with the obvious. Google AdWords is extremely expensive for lawyers, which means that it can eat into your marketing budget extremely quickly. Unless you’ve got a huge budget, it’s simply not viable to spend hundreds of dollars per lead, especially when they’re not all going to convert to paying clients. You would be much better off spending your money on things like social media and organic search engine marketing.
- AdWords is hard to get right:
Unless you’re a digital marketing guru, it’s extremely hard to get Google AdWords marketing right. When not done right, AdWords marketing will direct a lot of disinterested people to your website, wasting both your time and money. Since disinterested people aren’t likely to become paying customers, AdWords can quickly drain your money away. If you do decide to use AdWords, make sure that you employ an expert to set it up for you.
- Organic search engine marketing is a lot more efficient:
Unless you’ve got a huge firm that’s already at the top of the organic search engine rankings for most keywords, you’re going to be much better off spending your money on SEO. Sure, SEO may be expensive to begin with, but it’s important to make sure that you plan for the future as well.
- AdWords marketing can only yield short-term results:
Money spent on AdWords marketing is gone as quick as it was there. If it fails to convert immediately, then it’s effectively wasted. However, money spent on things like developing a decent website, building a strong social media following and search engine optimisation will continue to provide returns well into the future.
- You don’t need the stress of a poorly performing AdWords campaign:
As a lawyer or law firm manager your life is probably already crazy. You probably don’t need the added stress of a poorly performing Google AdWords campaign that is draining company funds away. Don’t run the risk of wasting your money – the likelihood of good returns on investment is much smaller than the risk of failure.
Google AdWords marketing simply isn’t something that should be attempted by lawyers. If you have a large marketing budget, you might decide to employ an AdWords specialist in an attempt to drive more clients to your firm, but the average lawyer or small law office should simply ignore it.