Law Firm Marketing Law Firm SEO & Digital Advertising 1 — Questions and Answers
Question 1: Which metric best measures the effectiveness of a law firm's Google Ads campaign for personal injury cases?
- Cost per click
- Cost per lead (Correct answer)
- Impression share
- Click-through rate
Correct answer: Cost per lead
Cost per lead directly measures how much the firm spends to acquire each potential client inquiry.
Question 2: What is the primary purpose of a law firm's Google Business Profile listing?
- Display banner ads
- Improve local search visibility (Correct answer)
- Send email campaigns
- Track social media followers
Correct answer: Improve local search visibility
Google Business Profile improves local search visibility so prospective clients can find the firm on Google Maps and local search results.
Question 3: Which keyword match type in Google Ads gives the most control over which searches trigger a law firm's ad?
- Broad match
- Phrase match
- Exact match (Correct answer)
- Modified broad match
Correct answer: Exact match
Exact match only triggers ads when the search query matches the keyword precisely, giving the most control.
Question 4: What does 'domain authority' measure for a law firm website?
- The number of pages on the site
- The site's predicted ranking strength in search engines (Correct answer)
- The speed of the website
- The number of social media followers
Correct answer: The site's predicted ranking strength in search engines
Domain authority is a score predicting how well a website will rank in search engine results pages.
Question 5: Which on-page SEO element is most important for communicating the topic of a law firm's webpage to search engines?
- Footer text
- Title tag (Correct answer)
- Social share buttons
- Navigation menu
Correct answer: Title tag
The title tag is one of the most critical on-page SEO elements, directly telling search engines and users what the page is about.
Question 6: What is 'negative keywords' in the context of law firm PPC advertising?
- Keywords with poor quality scores
- Search terms excluded from triggering ads (Correct answer)
- Keywords with high competition
- Banned legal advertising terms
Correct answer: Search terms excluded from triggering ads
Negative keywords prevent a law firm's ads from showing for irrelevant searches, saving budget for qualified leads.
Law Firm Marketing Law Firm SEO & Digital Advertising 1
Which metric best measures the effectiveness of a law firm's Google Ads campaign for personal injury cases?