Search Engine Marketing (SEM)
Digital advertising is an effective way to drive traffic and leads to professional services firm websites, especially law firm websites. Advertising online now takes many forms including search ads, image ads, video ads and hybrid forms that can be targeted to appear in locations ranging from search engine results to social media feeds and to millions of diverse websites that form part of online advertising networks (e.g., the Google Display Network [GDN]).
Online marketing and advertising offer many benefits over more traditional advertising methods. There are no minimum ad costs and no contracts, meaning small budgets can still generate results and campaigns can be edited or cancelled at any time. They are also measurable; these channels provide metrics that help us to determine which ads and strategies have worked best, which ones need improvement, and what changes will likely lead to that improvement.
Search Engine Marketing
Having a clear understanding of what success looks like for your firm is essential when developing a search engine marketing (SEM) strategy.