The State Bar of California at present has no guidelines limiting using an lawyer’s identify in the case of pay-per-click (PPC) promoting with Google. A PPC marketing campaign permits a legislation agency to bid on a particular phrase, in order that when somebody varieties in “automotive accident lawyer” or “Los Angeles actual property lawyer” the agency’s advert seems on the prime of the Search Engine Results Page (SERP).
This just isn’t a drawback in the case of phrases related to potential purchasers. However, there ought to completely be a restriction on utilizing a particular lawyer’s identify as a PPC time period and at present, there aren’t any restrictions. What this implies is that if an lawyer varieties in “lawyer john doe” or “lawyer jane doe” into Google, different attorneys may bid on these lawyer names as in the event that they had been generic phrases. So, attorneys who’ve spent many years cultivating a follow, deepening their data of the legislation and acquiring large outcomes on behalf of their purchasers can lose a shopper to somebody who makes use of their identify as if it had been a client product.
This content material has been archived. It is accessible by our companions, LexisNexis® and Bloomberg Law.
To view this content material, please proceed to their websites.
LexisNexis® and Bloomberg Law are third celebration on-line distributors of the broad assortment of present and archived variations of ALM’s authorized information publications. LexisNexis® and Bloomberg Law clients are in a position to entry and use ALM’s content material, together with content material from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, in addition to different sources of authorized data.
For questions name 1-877-256-2472 or contact us at [email protected]
https://www.legislation.com/therecorder/2020/09/11/its-time-for-a-change-with-attorney-pay-per-click-advertising/
