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Pay by the Click?
Posted on July 14, 2011 at 10:34 am
Do people who select professional services firms actually click on the ads placed next to Google’s search results? Providers of professional services, especially attorneys, argue over that question.
Enough already! The obvious answer is YES. The first evidence is the $28 billion Google earns annually from AdWords—all from clicks, including many by people who hire lawyers. How do we know that? We’ve seen AdWords work for law firms—by leading to significant assignments from both branding campaigns and practice-area campaigns.
That’s enough about text-only AdWords. We also need to point out that Google’s display ad revenues will pass $1 billion this year. Your prospects are clicking on them too. Can you afford not to advertise with that kind of coverage? The choice is yours. But you know where you can get help creating ads that make the most of the web—by telling a story, changing the experience and building a community around your firm.
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