Yesterday I was asked several typical questions around pay per click marketing. Below are the specific questions supporting the over all question:
Why should I hire you?
1. Can’t I go direct with Google Adwords?
Of course you can. This is a service we offer, much like the legal representation you offer. I could represent my own legal interests, but I’m sure we’ll agree that I am better served having a licensed, knowledgeable attorney with note worthy experience represent me. When you hire a professional you will get better results. We manage a multi-million dollar pay per click campaign for www.lawyers.com as well as many individual law firms.
2.Doesn’t Google “manage” your budget?
This is common perception of what Google Adwords offers. They provide tools to estimate search volume and allow you to set a budget limit. Managing a budget entails varying search phrase depending on search trends including bid fluctuation, days/times of the week and other factors to maximize your budget and keep you on top all month long.
3.How are analytics invloved?
They are not… really. Adwords provides a Placement Performance Report. Analytics are intended to show how potential clients find your site and what they do during their visit. Since Adwords are paid placement, these are not the measurements you need. You’ll want to know to impression, click, cost, and conversion data, hence the different reporting tool.
Ironically the answers is in the questions. You should hire me because I have the answers. I have no doubt that attorneys have the intelligence, research abilities and dedication required to do this themselves, but at what cost. Would not most attorneys prefer to practice law than become a skill internet marketer? I believe so.
Personal Note:
I am a “do it yourself” kind of guy at heart, which makes me empathic to feeling as if I am wasting money paying some another to do a job I could do myself. Once I spent the better part of a Saturday installing a water spigot for the rear side of our home. The following week it burst! Apparently my zealous efforts to ensure I sufficiently tightened the plastic pipe connections resulted in my over tightening them and creating a small crack. I was out of town when I received the call from wife concerned that it sounded like their was running water under our house. Since I would not be home for several days, she called the plumber. He charged $150 to repair. Since then I have decide to leave plumbing to the professionals. We had a failing tub spout that would not send all the water to the shower head. Water conservation is a big thing for me, as the dire need of my car to be wash will attest! I called the plumber. He spent more than 2 hours installing the new spout. When he pulled out the torch to weld it on I became frightful of what all this was going to cost me, so I asked “don’t those things just screw on?” He replied that the leaking one was a screw on model and welding was a far better method. The bill was $80. In additional to feeling it was a fair price for a job well done, I thought of how long it would taken me to do what took him 2 hours. What a deal!
