Which keywords on Google are the most expensive? DUI and personal injury keywords lead the way. For example, “Phoenix DUI attorney” costs $45 per click! Denver, NYC, LA, and other major markets aren’t far behind on cost per click. The cost per click also helps determine which keywords are the most competitive for SEO.
Why are the costs per click so high in Phoenix? Two reasons (there’s actually several reasons but for brevity here are two).
First, the Phoenix law firms bidding on these keyword could certainly do a better job at limiting their exposure to adsense fraud and limiting the display to the immediate geographic area. A few of the Phoenix DUI attorneys have their campaigns wide open so they are paying for clicks from all around the country. It means either people are getting a DUI in Phoenix and flying to NY the next day and then searching for an attorney. The more likely scenario is, the attorneys are subjecting their Adwords campaigns to a lot of fraud by allowing the campaigns to be displayed around the country.
One note, if you search for a specific keyword such as “Tempe DUI attorney” and you are located in NYC even if the campaign is geographically limited it will still display. I know it doesn’t make sense but Google thinks since the search is so specific that it should display. Our view is, it just makes fraudulent clicks easier to setup. Regardless, many of these Phoenix based DUI attorneys are paying up to $45 a click.
Second, there are certainly some local considerations as to why it’s so competitive. DUI laws in Arizona are some of the most stringent in country. This probably means that a lot more individuals make the right decision and retain private counsel.
If you are interested in optimizing your law firms Adwords or SEO campaigns please contact Fruition for a free consultation.
