How Paid Search Campaigns on Google Capture the Attention of Legal Consumers Post-2020

In response to Poock’s question about how Legal Marketing Arm assists law firms capture attention when people search for lawyers on Google, Steve Ginsberg explains the following 2 approaches:

1. Pay-Per-Click (PPC): As Ginsberg states, “Our bread-and-butter is paid search marketing on Google, and Bing and Yahoo.”
   Logistically, Ginsberg explains PPC as involving law firms bidding upon specific keyword phrases, where the search engine (ex. Google) charges the firm per each click that leads a consumer to a firm’s particular website or landing page.

2. Local Service Ads (LSA’s): Introduced within the past few years, LSA’s are the ads that appear on top of PPC ads.

“That's what we do,” Ginsberg says. “We manage and optimize paid search campaigns on Google, and try and drive as many qualified leads and . . . new cases as we can.”