Goals
Google searches will bring up a page that includes local service and PPC ads , Google My Business profiles , and Google organic results .
For the best chances of capturing online leads , the goal is to get the firm to appear on page one for all case-driving keywords or the terms online searchers enter . Are you appearing in the LSAs ( Local Service Ads ), Google Ads , Google Map Pack and Organic results ? Are you testing to determine your visibility in Google ’ s SGE ( Search Generative Experience )? Dominating the search results means taking advantage of all of these possibilities .
Tricks and Tips to Attract More Clients and Get the Best ROI
# 2 : Look at underspending market areas / DMAs .
The range of spending between designated market areas ( DMAs ) varies greatly , which is another indicator of competition . Consider marketing in DMAs or areas within a DMA where the spending index is lower .
In CAMG ’ s monthly Legal Marketing Index ®, we analyze spending among the top 100 DMAs in the country . Using a baseline of 100 for the average rate for all markets over a 12-month period , we apply an index to the overspending and underspending markets . Spending is inclusive of all local media , including local internet , newspaper , print , spot TV , and radio . It does not include local cable .
Any index over 100 means that the spending per capita on advertising is above average . For example , an index of 120 indicates that the per capita spending is 20 percent higher than the average market cited .
Top 20 Underspending Markets
# 1 : Consider undermarketed practice areas .
Auto / Personal Injury makes up the lion ’ s share of single event / local marketing . In the period of May 2022 through April 2023 , Auto / PI represented over 86 percent of ad spending for single event practice areas . The closest practice area by spend was Trucking , at 8 percent , with all other practice areas around 1 percent or less . The greater the spend , the greater the competition .
Look at metrics to determine which undermarketed practice area or areas to target , such as cost per acquisition , the volume of cases , projected case value ( account for zero value cases ), and resolution time ( including the time value of money ). You may also consider a more niche aspect of a practice area for marketing .
Family Law — Divorce , Child Custody Criminal — DUI , Felonies , Traffic Tickets Medical Malpractice — Birth Injury , Misdiagnosis
The Trial Lawyer x 19