Pay Per Click Advertising

Pay-per-click can be the most cost-effective way to advertise your legal practice as you're able to set the exact advertising budget. However it can still be a slightly confusing market to navigate if you're not used to all of the terminology. For example, pay-per-click ads and pay-per-impression ads aren't the same thing even though they're presented to buyers in a similar manner. Pay-per-click ads only cost you if someone clicks on your ad and goes to your website but pay-per-impression ads cost you every time an ad appears on a users computer screen.

So you have to decide if it's more important for your practice to have traffic being driven to your site or to have users simply seeing your ad. Other factors to keep in consideration are the fact that certain keywords cost more than others to associate your ad with, that you may or may not be able to control where on a site your ad is placed and that while some companies allow you to add images to your ad that others are text based only.

Also look into these other very useful ways to brand your company:

• Pay Per Impresion: An impression is the display of an ad to a user while viewing a web page. When the user sees the display on a miscellaneous website, they can click on the ad and be re-directed to your website.
• Site Retargeting: Site Retargeting targets potential clientele who have already visited your website (while they are visiting other sites across the web).
• Search Retargeting: Search Retargeting is designed to find new customers which have likely never been to a marketers website before. This campaign type attempts to extend the interaction with the same searchers when they move away from search query results pages to other online activities and websites. The your company ad will usually come in the form of "banner ads."