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Birmingham Bar Association - Bulletin Fall 2017

Marketing CPC value varies between different kinds of attorneys. For instance, a Social Security attorney (who typically makes $2,500-$4,000 per case) can afford a lower CPC than a criminal attorney, who often earns tens of thousands in one case. In general, it is best to keep your CPC below 15% of your expected total case earnings. Important Things to Remember When using CPC, it is important to be aware of the following: CPC is only as accurate as the numbers plugged into it. For the best results, be sure to a) only use data from your actual ad campaigns, and b) develop a reliable method of asking your new clients where they heard about your firm. If new clients are assumed to have seen a certain advertisement, then you run the risk of contaminating your own data, assuming an ad is working better than it is, and costing your firm money. Marketing your firm may feel intimidating, but there is no problem that intelligent trial & error can’t fix in this situation. With CPC, you can hone your firm’s marketing strategy, attract more new clients, and rise above the competition. Sometimes, it’s profitable to keep a high CPC. For example, let’s say that you work at a personal injury firm and usually settle auto accident claims for $60,000, while only settling slip-and-fall cases for $20,000. If you have one marketing channel that yields more auto cases than others but is also more expensive, it is likely profitable to continue to run those ads. Volume is important to keep in mind as well. If you have a Facebook ad campaign that gets you one new client per month at just $12, you’ll also likely need to diversify and have a higher budget elsewhere. 1 client a month is not enough to sustain most firms, even if the costs are incredible. Once you correctly evaluate your CPC, you can determine which of your campaigns are performing best and adjust your marketing budget accordingly. G Deanna Power, eGenerationMarketing: www.egenerationmarketing.com AN EXPERIENCED BANKRUPTCY PRACTICE Many people are facing serious financial challenges, and our experienced and compassionate attorneys can often help. For more than 25 years our practice has been focused on representing people in debt – from simple consumer bankruptcies to the most complex personal financial reorganizations. For unmatched experience and resources, call our dedicated bankruptcy attorneys. (205) 774-1121 www.bondandbotes.com 600 UNIVERSITY PARK PLACE, SUITE 510 / BIRMINGHAM AL 35209 FAX: (205) 802-2209 Alabama State Bar requires the following: “No representation is made that the quality of legal services to be performed is greater than the quality of legal services performed by other lawyers. We are Debt Relief Agents and Attorneys at Law. We can help people file for bankruptcy relief, where appropriate, under the bankruptcy code.” A8281668-01 Birmingham Bar Bulletin/ Fall 2017 17


Birmingham Bar Association - Bulletin Fall 2017
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