Pay-per-click (PPC) advertising can be an effective and in some cases necessary addition to organic search marketing efforts. Only a certain amount of real estate exists on the first page of search results, and both Google and Bing have a vested interest in displaying paid listings prominently.

According to an Advanced Web Rankings study, paid listings can take a significant share of clicks away from the top organic listing. The study showed that the presence of ads decreased the click-through-rate (CTR) of the first organic page one result by up to 30 percent. Further down the page — past the third organic listing — the interaction between paid and organic results becomes negligible. These findings indicate that your firm's paid ad could take attention and clicks away from top-ranking competitors.

Why pay-per-click?

About Author

Kristen Friend is the Art Director at Bigger Law Firm Magazine. She is also a multi-award winning designer of law firm websites and has been recognized by the Hermes Awards, WebAwards, Horizon Interactive Awards, W3Awards, IMA Interactive Awards and Webby Awards.

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