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Search ads provide a laser-targeted way to get in front of potential customers. Ads can be targeted by search keywords, time of day, day of the week, geography, language, device, and audiences based on previous visits. You can eliminate searches that you don’t want to be found with negative keywords such as “pro bono lawyers.” Organic traffic, by comparison, is far more scattershot.
Determining success
Well-managed campaigns can return huge dividends on your investment. On the other hand, mismanaged campaigns quickly become expensive with little to no return. One click for your law firm can cost $150 to $300. We feel that campaigns that are managed by the average agency are wasteful. That money could have been invested in tactics that produced revenue.
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