Justia: Law Firm Web Site Design & Legal Marketing for Lawyers

Google & Yahoo! Search Marketing Campaign Setup

Justia's Web Premium clients can purchase at a discounted price our Search Engine Marketing (SEM) Services, which provides assistance with the setup of Google and Yahoo! Search Marketing (formerly Overture) keyword ad buys. These keyword buys are one of the most effective and efficient ways for any law firm to reach potential clients who are looking for legal information and counsel on the Internet. Keywords purchased through Google AdWords show up in Google and AOL results, while Yahoo! Search Marketing keywords show up on MSN and Yahoo!. Both Google and Yahoo! Search Marketing also list ads on additional search and content affiliate Web sites.

The setup of each ad campaign for our Search Engine Marketing Services' clients begins with help developing keywords and phrases, determining key geographic targets , writing ad text, and setting up related Web site landing pages. Once setup is complete, you pay Google and Yahoo! Search Marketing directly for the clicks your ad receives. Full campaign metrics are provided by Google and Yahoo! Search Marketing so that you understand what you have paid for and what you receive in return.

Keywords
Google AdWords and Yahoo! Search Marketing's Precision Match and Local Match services give law firms the ability to target ads to match specific keywords and phrases.

For example, an antitrust law firm may want their advertisement to show up whenever someone searches on the phrase " Sherman Act." One of the keywords that will then be included in the campaign will be "Sherman Act".

Justia will help you develop a set of keywords and phrases that best reflect your practice and the localities you serve.

Locality Settings
Google and Yahoo! Search Marketing now provide their customers with localization features, which allow attorneys and law firms to target potential clients located in a particular geographic area, or potential clients who may be looking for information in a specific location.

Both Google and Yahoo! Search Marketing allow ad targeting by country, state, and metropolitan area, as well as a specific radius (in miles) of an address. Google also allows you to set up polygons of points for targeting. The radius and polygon targerting features work best for law firms or attorneys located in rural areas without a metro location choice, or for those who want to focus on only part of a metropolitan area, e.g., a focus on just the city of San Francisco, not the entire SF Bay Area (which would include East Bay cities such as Oakland and South Bay cities such as San Jose).

Ad Text Writing
Our Search Engine Marketing Services include assistance with writing "call to action" text ads for Google and Yahoo! Search Marketing. These ads include terms that target both a specific locality, as well as practice area search terms used by Web users.

Landing Pages Justia also provides Web site landing pages to our Search Engine Marketing Services' clients which target specific localities and practice areas. To be successful in converting clicks to clients, it is important that someone clicking on a Google or Yahoo! Search Marketing keyword ad land on a related page . Thus, if someone uses Google to search for a San Diego Family Lawyer, and they see your San Diego Family Lawyer ad on their results page, when they click on your ad they should be taken to a page focused on Family Law in the San Diego area, not your home page, and not a non-localized Family Law page.