online advertising for law firms - conscious solutions - digital marketing masterclass
DESCRIPTION
Presentation on LinkedIn by Dan Fallon at the Digital Marketing Masterclass for law firms run by Conscious Solutions in November 2013.TRANSCRIPT
Online Legal Advertising
November 2013
About Search Star
• Search Star Ltd was established in August 2005
• Specialists in PPC, analytics & conversion optimisation
• There are 14 Account Managers - all Google Advertising & Analytics Professionals
• We buy profitable traffic efficiently, effectively & accountably for ambitious private sector clients
“Commercial Property Solicitors”
“Cerebral Palsy Solicitors”
2.4% of the Time & 59% of the Ad spend
Source: IAB/PWC H1 2013
PPC Ads Dominate
Campaign Structure is Key
Make Adtext Relevant
Title = 25 charactersDescription Line 1 = 35 charactersDescription Line 2 = 35 charactersDisplay URL = 35 characters
What Makes A Good Advert? Relevance!
• Location Extensions – show me you are local to me
• Call Extensions – show you are responsive & available with a phone number in your ads.
• Site Links – link to other relevant areas on your site
• Review Extensions – Show me a quote from a trusted & recognised 3rd party
• Seller Ratings – you need 30+ unique reviews over a 12 month period with an average score of 3.5/5 or above in order for stars to show
Demographic Targeting Within Search
• Ability to target search by demographic (age & sex) out of beta Q1 2014– Demographics “known” for 15-20% of search – Demographics “inferred” for further 60-65%
Google The Retailer - Finance
Google The Retailer - Hotels
Google The Retailer – Legal Services?
• How could it make legal services easier to buy?• How could it cut out the middle man?• How could it make them easier to compare?
CPC Inflation Drives CPL
PPC & site must be focussed to deliver ROI
Beat The Competition & Reduce CPL
Great Advertising
Great Website
Olympic Lead Generation
RelevanceHow are you relevant to my needs, wants & desires
ValueWhy are you
the right solution? Have you explained
why?
Call to Action
Is it obvious what I need to do next?
Help me take the next
step.CredibilityWhy should I believe you?
Show me testimonials & reviews.
PeopleWho is
behind the business. Show me
who you are.
http://www.youtube.com/watch?v=NP-IOi_HXmo
Don’t Forget Bing & Yahoo
Source Month Impressions Clicks CTR CCPC Client Cost Avg Position Conversions CCPConv Google Jul-2013 156,875 930 0.59% £8.33 £7,750.88 3.9 52 £149.06
Aug-2013 142,922 832 0.58% £9.32 £7,755.84 4.3 46 £168.61Sep-2013 118,233 702 0.59% £9.12 £6,402.33 4.0 44 £145.51
Google Total 418,030 2,464 0.59% £8.89 £21,909.05 4.1 142 £154.29MSN Jul-2013 3,335 76 2.28% £3.14 £238.29 2.0 8 £29.79
Aug-2013 5,701 187 3.28% £7.09 £1,325.54 1.8 13 £101.96Sep-2013 7,103 177 2.49% £3.42 £605.60 1.9 13 £46.58
MSN Total 16,139 440 2.73% £4.93 £2,169.44 1.9 34 £63.81
Don’t Miss Out On Mobile
• Currently we are generating c. 15% of legal leads via mobile In other markets its grown to +50%.....
• Get a great mobile site
Device Clicks Avg. CPC Client Cost Leads Cost/LeadPC & Tablet Campaigns 6,261 £6.05 £37,860.24 327 £115.78Mobile Campaigns 924 £5.37 £4,960.32 36 £137.79Total 7,185 £5.96 £42,820.55 363 £117.96
Source: Legal Client X Jan-Sep 2013 Google Data
Device Clicks Avg. CPC CTR % Client Cost Leads Cost/LeadPC & Tablet Campaigns 14,119 £1.35 2.84% £19,044.42 4737 £4.02Mobile Campaigns 10,551 £1.17 5.21% £12,315.50 4104 £3.00
Source: Sub Prime Loan Client X Sept 2013
+90% of the Time & 24% of Adspend
Source: IAB/PWC H1 2013
Display Is Growing
“By 2020, audience targeting investment is projected to exceed search spend in UK”
Source: IAB UK 2013
Mobile Grew 127% YoY
RetargetingBecause 98% of Site Visitors Don’t Buy or Get in Touch
Display RetargetingSearch Retargeting
Retargeting
Do Remarketing
• Vast majority of site visitors don’t buy or make contact on 1st visit
• Don’t let them get away
LinkedIn Ads
LinkedIn Sponsored Updates
• HR Directors within radius for Employment-Law
• Estate Agents & Surveyors within radius for Commercial Property & Conveyancing
• Company Directors>50 employees within radius for Commercial Solicitors
Facebook Ads
Facebook Sponsored Posts
• Over 55 Males without degrees in shipbuilding areas for Asbestosis
• Changed status away from married for divorce solicitors
• 25-45 & interested in property for conveyancing
Demand Side Platforms
New TargetingNew FormatsNew Placements
DSP Targeting – BuyMyWardrobe
3rd Party Data Mastercard
LuxuryFashion
Shoppers
FashionContent& SpecifiedMedia Only
IP addresses inLondon &South EastOnly
The Advertising Process
Summary & Questions
• Legal PPC is increasingly complex – a focussed approach is required
• Keep improving & developing campaigns to outperform the PPC “herd”
• Do remarketing• Don’t dismiss display• Questions?