Top Notch Legal PPC
The Changing Legal Landscape    • Ban on referral fees1   • Introduction of Alternative Business Structures    • Firms are...
CPC Inflation Driving CPL Inflation                          Legal Market CPCs£25£20£15£10 £5 £0  2004    2005   2006   20...
Google Confirms Inflation                        * Google Data, 2012
…With Medical Negligence the Worst                            * Google Data, 2012
Ten Top Tips for Legal ROI in PPC
1. Get a Great Website
2. Tight Keyword Selection to      Play to Strengths                       Location                     “Solicitors in    ...
3. Go GranularClient X has campaigns to cover:• Generic search phrases• Regional targeting• Specialist service areas• Mobi...
4. Make Ad Text CountDon’t usegeneric ad  texts!Locations Client Quotes Sitelinks     & Reviews
5. Google is Going Social
6. Don’t Forget Bing & YahooSource   Clicks CTR % Avg. CPC Client Cost Avg. Pos. Leads Cost/LeadGoogle    7,185 1.40%    £...
7. Don’t Miss Out on Mobile      Device                Clicks Avg. CPC Client Cost Leads    Cost/Lead      PC & Tablet Cam...
8. Content & Display - Beware
9. Remarketing
10. AccountabilityBasic Tracking• Direct PPC tracking vs. contact forms• Goals in analytics to measure effectiveness of al...
Summary & Questions• Legal PPC is increasingly complex – a  focussed approach is required• Keep improving & developing cam...
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Legal Services White Paper

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The legal services industry is undergoing a massive overhaul in 2012-2013 with a ban on referral fees and the introduction of Alternative Business Structure's. As a result there are an increasing number of firms looking to generate their own sources of leads.

Read our latest white paper outlining how you can make the most of PPC as a source of leads.

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Legal Services White Paper

  1. 1. Top Notch Legal PPC
  2. 2. The Changing Legal Landscape • Ban on referral fees1 • Introduction of Alternative Business Structures • Firms are increasingly sourcing leads directly2 • A large number of firms have identified PPC as a key lead generation3 channel. • Increasing number of quality PPC competitors4 • PPC inflation with higher CPCs & CPLs5
  3. 3. CPC Inflation Driving CPL Inflation Legal Market CPCs£25£20£15£10 £5 £0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 PPC & site must be focussed to deliver ROI
  4. 4. Google Confirms Inflation * Google Data, 2012
  5. 5. …With Medical Negligence the Worst * Google Data, 2012
  6. 6. Ten Top Tips for Legal ROI in PPC
  7. 7. 1. Get a Great Website
  8. 8. 2. Tight Keyword Selection to Play to Strengths Location “Solicitors in Manchester” Specialist B2B Location Search “Intellectual “Divorce property solicitors in solicitors” Manchester” Specialisms “Motorcycle accident compensation solicitors”
  9. 9. 3. Go GranularClient X has campaigns to cover:• Generic search phrases• Regional targeting• Specialist service areas• Mobile• Tablet• “Birth injury solicitors” campaign structure – 1,336 relevant keywords – Run with 3 match types for all keywords – Subdivide keywords into 30 adgroups – Run 2+ bespoke adtexts per adgroup
  10. 10. 4. Make Ad Text CountDon’t usegeneric ad texts!Locations Client Quotes Sitelinks & Reviews
  11. 11. 5. Google is Going Social
  12. 12. 6. Don’t Forget Bing & YahooSource Clicks CTR % Avg. CPC Client Cost Avg. Pos. Leads Cost/LeadGoogle 7,185 1.40% £5.96 £42,820.55 3 363 £117.96MSN 1,371 1.98% £4.09 £5,605.91 1.9 71 £78.96Total 8,556 1.47% £5.66 £48,426.46 2.1 434 £111.58 Source: Legal Client X,Y & Z Jan-Sep 2012
  13. 13. 7. Don’t Miss Out on Mobile Device Clicks Avg. CPC Client Cost Leads Cost/Lead PC & Tablet Campaigns 6,261 £6.05 £37,860.24 327 £115.78 Mobile Campaigns 924 £5.37 £4,960.32 36 £137.79 Total 7,185 £5.96 £42,820.55 363 £117.96 Source: Legal Client X Jan-Sep 2012 Google Data Device Clicks Avg. CPC CTR % Client Cost Leads Cost/Lead PC & Tablet Campaigns 14,119 £1.35 2.84% £19,044.42 4737 £4.02 Mobile Campaigns 10,551 £1.17 5.21% £12,315.50 4104 £3.00 Source: Sub Prime Loan Client X Sept 2012Currently we are generating c. 10% of legal leads via mobile but in other markets its grown to nearly 50%.....Get a great mobile site
  14. 14. 8. Content & Display - Beware
  15. 15. 9. Remarketing
  16. 16. 10. AccountabilityBasic Tracking• Direct PPC tracking vs. contact forms• Goals in analytics to measure effectiveness of all sourcesAdvanced Tracking• Refids to generate unique reference numbers (URN) & unique telephone numbers (UTM) for all traffic sources
  17. 17. Summary & Questions• Legal PPC is increasingly complex – a focussed approach is required• Keep improving & developing campaigns to outperform the PPC “herd”• Questions?

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