Law Firm Marketing Consultants Offer Update on Pay Per Click Fraud Rate

Industry wide the pay-per-click (PPC) fraud rate for the second quarter of 2009 dropped from 16.2% to 12.7% compared to the same quarter in 2008.

/lawyermarketing101.com/Rene Perras/ 08/12/2009

Rene Perras law firm marketing expert talks about the effect of the reduction in pay per click fraud on law firm marketing programs that utilize pay per click advertising as part of an overall marketing strategy that includes search engine optimization along with traditional advertising campaigns.

 

As reported by ClickForensics, the industry wide pay-per-click (PPC) fraud rate for the second quarter of 2009 dropped from 16.2% to 12.7% compared to the same quarter in 2008.  They have been reporting PPC fraud statistics for nearly four years and collect their data from online ad campaigns for all size advertisers utilizing all of the major search engines and numerous ad networks.

Apparently, efforts by online ad networks to identify and curb activity from questionable sources has been effective in reducing the rate for this quarter, but highly sophisticated programs used by online publishers are still of great concern now and in the future. These publishers' goal is to generate higher revenue by increasing the number of clicks on their own sites, therefore boosting their commissions.

This downturn in click fraud is a benefit to online law firm marketers looking for quick visibility for areas of practice that evolve too quickly for an organic campaign to reach peak effectiveness or for search engine optimization (SEO) key word testing.  

Although our experience has been that SEO delivers better and more cost effective results over the long haul, a pay per click advertising campaign may be a useful tool for your law firm if you just launched your website or as a short term solution while your SEO efforts are ramping up.  

For more information about law firm SEO, pay-per-click advertising for attorneys or other legal marketing strategies, contact Rene Perras.

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