Online Advertising for Law Firms - Conscious Solutions - Digital Marketing Masterclass

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Presentation on LinkedIn by Dan Fallon at the Digital Marketing Masterclass for law firms run by Conscious Solutions in November 2013.

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Online Advertising for Law Firms - Conscious Solutions - Digital Marketing Masterclass

  1. 1. Online Legal Advertising November 2013
  2. 2. 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
  3. 3. “Commercial Property Solicitors”
  4. 4. “Cerebral Palsy Solicitors”
  5. 5. PPC Ads Dominate 2.4% of the Time & 59% of the Ad spend Source: IAB/PWC H1 2013
  6. 6. Campaign Structure is Key
  7. 7. Make Adtext Relevant Title = 25 characters Description Line 1 = 35 characters Description Line 2 = 35 characters Display URL = 35 characters
  8. 8. 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
  9. 9. 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%
  10. 10. Google The Retailer - Finance
  11. 11. Google The Retailer - Hotels
  12. 12. 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?
  13. 13. CPC Inflation Drives CPL PPC & site must be focussed to deliver ROI
  14. 14. Beat The Competition & Reduce CPL Great Advertising Great Website
  15. 15. Olympic Lead Generation Relevance How are you relevant to my needs, wants & desires Value Why are you the right solution? Have you explained why? Credibility Why should I believe you? Show me testimonials & reviews. Call to Action Is it obvious what I need to do next? Help me take the next step. People Who is behind the business. Show me who you are. http://www.youtube.com/watch?v=NP-IOi_HXmo
  16. 16. Don’t Forget Bing & Yahoo Source Google Month Impressions Clicks CTR CCPC Client Cost Avg Position Conversions CCPConv 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 £168.61 Sep-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 £154.29 MSN 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 £101.96 Sep-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
  17. 17. 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 2013 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 2013 • Currently we are generating c. 15% of legal leads via mobile In other markets its grown to +50%..... • Get a great mobile site
  18. 18. +90% of the Time & 24% of Adspend Source: IAB/PWC H1 2013
  19. 19. Display Is Growing Source: IAB UK 2013 “By 2020, audience targeting investment is projected to exceed search spend in UK”
  20. 20. Mobile Grew 127% YoY
  21. 21. Retargeting Because 98% of Site Visitors Don’t Buy or Get in Touch Display Retargeting Search Retargeting
  22. 22. Retargeting
  23. 23. Do Remarketing • Vast majority of site visitors don’t buy or make contact on 1st visit • Don’t let them get away
  24. 24. LinkedIn Ads
  25. 25. LinkedIn Sponsored Updates • HR Directors within radius for EmploymentLaw • Estate Agents & Surveyors within radius for Commercial Property & Conveyancing • Company Directors>50 employees within radius for Commercial Solicitors
  26. 26. Facebook Ads
  27. 27. 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
  28. 28. Demand Side Platforms New Targeting New Formats New Placements
  29. 29. DSP Targeting – BuyMyWardrobe 3rd Party Data Mastercard Luxury Fashion Shoppers Fashion Content & Specified Media Only IP addresses in London & South East Only
  30. 30. The Advertising Process
  31. 31. 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?

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