The phrases that are most effective are not going to be necessarily the high-volume ones. The most effective are going to be the ones that are connected to the best content on your website.
Sometimes you’ll see an account and they’re bidding on the phrase, ‘Personal Injury.’ They’re bidding $60.00 per click, because that phrase is staggering for how competitive it is per click. But, I would argue that that’s a waste of money because if it’s personal injury, who knows why people are typing that in. People may be typing it in because they’re looking for information, they’re looking for videos, or they’re looking for who-knows-what.
But, if rather than ‘Personal Injury,’ you’re bidding on “Personal Injury Lawyer,” or “Personal Injury Attorney,” by adding the word Lawyer or Attorney, you’re reaching people further down the buying process because there’s only one reason on the Planet Earth why someone would type in ‘San Francisco Personal Injury Lawyer,’ or ‘Chicago Criminal Defense Lawyer,’ and that’s because they’re actually looking for one.
So, by making sure that your phrases are specific and pertinent to actually people who are at the stage where they want to hire a lawyer, those are the phrases that are going to be effective, those are the phrases that are going to bring in the inquiries (especially if you bring them to compelling content and emotive stock photography, but that’s a subject for other posts).