When you search your name, it’s natural to feel uneasy when you see another law firm’s ad. But it is improbable that a competitor is bidding on your name.
Reasons they may not be bidding on your name.
The likelihood of a competitor bidding on your name is rare for several reasons, including:
- It violates many state bar advertising bylaws.
- It is expensive. Bidding on a brand other than your own is costly, as their terms are designed to be more expensive.
- Your campaign budget should be offensive, not defensive. The focus should be on bidding on keywords related to your practice area (and brand).
So, why does another firm’s name come up when I search myself?
You might see a competitor’s ad above your own when you type your name due to “broad match” targeting.
What is broad match?
Broad match is a match type that allows an ad to show on search results connected to the meaning of your keyword. Here is an example:
- Brand search (your keyword). The firm is the only result as Google is smart enough to connect to the authoritative website, and this firm is bidding on its brand name.
- Adding the modifier “attorney” brings up competitors targeting the same keyword. See how Google even highlights the phrase.
However, it's important to note that "attorney" does not need to be in the search for competitors to show up. Google's algorithms can deduce that a particular brand falls under a certain category based on the search query.
Broad match is a good method for capturing solid leads, so we use it for many of our campaigns.
There is a warning in this message.
Some firms around the nation are sending out letters threatening legal action to unsuspecting law firms. These “attorneys” have dedicated staff searching the internet for “broad match” instances, and then they send out a warning letter. Here's what the letters can contain:
- Threatening to send an official cease & desist
- Filing an official bar complaint
- Litigating in civil court
Why do they do this?
This is a form of saber-rattling used to bully legitimate firms into compliance. They want you to stop your broad match campaign because they believe you are bidding on their brand name.
What to do if you receive one of these letters (emails or calls)?
- As a Big Voodoo client, we can communicate directly with the complaining firm or help you draft a response supported by data.
- Each state bar has different rules on advertising, and broad match does not violate any of these terms, but it’s always good to consult with an ethics lawyer or the bar itself.
- Ask for reciprocity. We enter negative keywords into your paid media campaign, and the complaining firm will do the same. This signals Google not to serve your ad on a competitor’s brand search query.
Pay-per-click campaigns are an effective way to generate leads. Accusatory firms know this and try to thin the pool of paid campaigns to benefit their gains.
At Big Voodoo, we understand the nuances of pay-per-click campaigns and the importance of compliance with state bar regulations. We have set the tone for always aligning with Google’s terms and state bar bylaws.
Choose Big Voodoo. We have a proven track record in personal injury law, over $1 billion in case values delivered, and over 98% of our PI law firms reaching Page 1 in search results. We are a national powerhouse in legal marketing.