Attorney and Lawyer Are Two of Google’s Most Expensive Keywords


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Attorney is #4, costing up to $47.07 per click, and lawyer is #6, costing up to $42.51 per click.

From WordStream (h/t Derek Bolen).


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  • And for any solos/small firms wondering how much they’ll need for AdWords budgets, “a lot” doesn’t even come close.

    • This is very true, and the conversion rate for those expensive clicks can be pretty awful, depending on your industry. In my area (divorce) there are a lot of people running Google searches without actually intending to hire someone.

      The turning point for me came when I realized I didn’t actually “need” an AdWords campaign. It has been far more valuable to have good reviews from existing clients and develop a strong presence in the local community of lawyers and other professionals who touch on divorce. The ROI on those is huge.

    • Eric Louis

      @jeffreybtaylor:disqus Done right $500-$1000 a month can be effective. Even if you don’t want to bid on people searching for a lawyer, bid on your own brand keywords and use remarketing. These are very affordable and things that thorough advertisers do. If you’re remarketing list is big enough you can bid on these competitive terms and use a remarketing list – remarketing for search.

    • Holy crap this graphic is from 2011? I hang my head in shame.

  • Douglas Thomas

    Any ad manager worth his salt stays away from head terms like this, especially with broad match.

    However, even two-word terms are often not worth it (source: AdWords Keyword Tool set to Phoenix and Tuscon DMAs and based on Jan-Jul 2014):
    Avg CPC [mesothelioma attorney] (exact match): $411.49
    Avg CPC “car accident lawyer” (phrase match): $213.81
    Avg CPC [attorney] (exact match): $185.11
    Avg CPC [lawyer] (exact match): $15.69

    Basically, scare-mongering about CPCs on a platform that has had two years of reductions in CPC (2013-2014) isn’t telling the whole story. It’s not that you spent $411 for one visit to your site — it’s about knowing if, say, 10 clicks ($4110 spent) is hitting a solid ROI for your firm.

    Often that has a lot more to do with removing “bad” search terms that would drive up your costs than just to average CPC of a given click. Alternatively, manipulating quality score can also drastically lower the average CPCs from what’s listed. In other words, it’s about actually managing your account well.

    The other side of the coin is that your site has to be “good” for users. If, say, you have to click through three pages to fill out a form, or if your phone numbers aren’t being tracked, or any of the thousand other totally mundane UX shortcomings that are common with legal sites (oh hey, yeah, run ads on mobile when your mobile experience is awful — it’ll pay off, yeah!), you’re simply wasting that money.

    As someone who is extremely proud of the legal paid search campaigns he’s helped put together and manage, I always hate to see FUD spread saying “this extremely effective marketing channel is bad” :(

    • Eric Louis

      Great points although I’ve had success with the more generic keywords like “Car accident lawyer” and have had attorneys open new cases on average 1-2 new cases per month with a $1000-$1500 monthly spend specifically for car accidents.