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 a staff contributor for Bigger Law Firm Magazine. She has covered political stories on radio stations like WMNF in Florida and has had her work broadcast by Free Speech Radio News (FSNR). As an Award Winning Art Director, Kristen has been recognized by the WebAwards, Davey's Award, W3 Awards, Webby Awards, and others for her work with law firms.

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