The Myth of High Value Keywords

PPC for Law Firms
The Myth of High Value Keywords

Case Study Highlights
Pay Per Click Campaign Results
ü 70% Reduction in Client Acquisition Cost
ü 95% Reduction in Average Cost-Per-Click
ü 250% Higher Than Conversion Target
ü 36% Under Google Adwords Budget

RESULTS: TAMING COST-PER-CLICK
10.2015 11.2015 12.2015 01.2016
Expected
02.2016
ü  Conversions: 90% of target
ü  Ad Budget Spent: 50%
ü  Avg. Posi6on: 2
ü  Avg. CPC Reduced: 95%
ü  Avg. Clicks/Month: 66% of target
On track to generate
500% of monthly
conversion goal.

PAID
DIGITAL
MARKETING
TRENDS
Massive Adoption = Fierce Competition
o  Paid digital ads made up 25% of the entire ad market in 2015
o  38% of marketers plan to shift spend from traditional to paid digital advertising
o  Paid digital marketing on social channels is expected to become an $11 billion
industry by 2017
o  Paid digital ad spending is expected to reach $103.3 billion by 2019
Source: 7/9/15: Forbes “U.S. Digital Advertising Landscape and Key Players (Part 2)”; 4/27/15: Forbes
“Google Q1 Earnings: Ad Revenues Post Growth Once Again” ; 2015: SalesForce “2015 State of Marketing”; 1/29/14 SocialFresh:
“2014 Marketing Statistics Every CMO Should Know”

LEGAL
INDUSTRY
DETAILS
Lawyers are All-In
When it Comes to Paid Digital Marketing
o  23 of the 25 most expensive search terms involve lawyer and litigation.
o  78% of the top 100 Google terms are associated with litigation.
o  Lawyers have increased online ad spending by 68% over the past 8 years to an
expected $892 million in 2015.
Source: Google 2014 Annual Report; U.S. Chamber Institute for Legal Reform “Trial Lawyer Marketing – 2015”; 5/5/14: Regalix
“State of Search Marketing Report 2014”

SWIMMING
WITH
SHARKS
Don’t Forget How Google Makes Money
o  The search engine industry is highly concentrated, with the top 10 players
comprising 71% of the global market.
o  Google dominates 64% of the global search market.
o  67% of Google’s revenue is driven by its advertising services.
Google beneﬁts from your digital ad spend waste.
It is up to you to ensure that your investment is worthwhile.
Source: 7/9/15: Forbes “U.S. Digital Advertising Landscape and Key Players (Part 2)”; 4/27/15: Forbes
“Google Q1 Earnings: Ad Revenues Post Growth Once Again” & Google 2014 Annual Report

The Client
Company Summary Problem
A thriving personal injury
law firm in a major
metropolitan city in the
Midwest. The firm
specializes in:
o  Construction Accidents
o  Workers Compensation
o  Paralyzed Workers
o  Personal Injury
o  The law firm turned to
Einstein Law in 2011 to
strengthen their brand
across the internet.
o  In 2015, the law firm
wanted to gain
exposure outside their
local area and turned to
Einstein Law for a
Custom Digital Paid
Marketing Plan.
o  The law firm
experimented with
Google AdWords in the
past, but saw minimal
return on its investment.
o  Burned before, they
required transparency in
reporting and a strategy
that would bring in
qualified leads without
shelling out $100 per
click.

CHALLENGES
Einstein Law conducted a comprehensive audit outlining:
ü  Past Pay Per Click Campaign Performance
ü  Areas of Wasted Spend
ü  A Strategy Focused on Conversions
Challenge 1:
Assess
Challenge 2:
Define Goals
Challenge 3:
Control Cost
The attorneys approved the audit’s findings and pushed for
drastic improvement, specifically:
ü  Increased visibility outside their local area
ü  Top 3 positioning in Google Ads
ü  A manageable cost-per-click that would not burn
their budget in a few short hours
Capturing quality conversions with a conservative budget
posed the most significant challenge:
ü  Desired keywords’ cost-per-click started at $75.00
Challenge 4:
Balance Traffic
The firm wanted to maintain the firm’s strong organic traffic
during its paid digital marketing campaigns:
ü  High-Touch Campaign Monitoring

Solution
New Campaigns

We started over and built
three new campaigns that
focused on the firm’s areas
of expertise.
Transparency

For optimum transparency, we
introduced the firm to the
Google AdWords dashboard,
w h i c h o ff e r s o b j e c t i v e
verification of PPC activity.
Keyword CPC
Research & Analysis
With significantly high cost-
per-click, we monitored
how consumers searched
for personal injury lawyers
a n d a d j u s t e d t h e
campaigns accordingly. This
hands-on monitoring drove
a 95% reduction in cost-
per-click.
Quality Conversions
For quality conversions, we
look at each piece of the
puzzle; factoring in quality
scores, search terms, landing
pages, ad copy, and more.
Daily monitoring is a must for
a successful campaign to
squeeze the maximum return
out of each dollar spent.
Einstein Law offers many
types of Paid Digital
Marketing services and
works with multiple
platforms.
In this case, we chose to
focus on the Google
AdWords platform. This
decision was made based
on location, budget and
clients goals.

Campaigns Tactics Outcomes
o  Personal Injury
o  Workers
Compensation
o  Construction
Accidents
o  250% over conversion
target*
o  70% reduction in
client acquisition cost
o  95% reduction in
average cost-per-click
o  36% under AdWords
Budget
STRATEGY
o  Analyzed generic high
volume keywords
o  Tracked consumer
search behavior in the
firm’s market
o  Created distinct
campaigns
*Target conversions determined prior to campaign going live and based on industry standard 3% conversion rate
relative to ad budget.

BALANCING
ORGANIC
& PAID
TRAFFIC
Nurturing the Symbiotic Relationship
Between Organic & Paid Trafﬁc
o  Einstein Law maintained the balance between organic and paid traffic for the
firm by actively monitoring campaign performance and making strategic
adjustments along the way.
o  Paid traffic to the firm’s website practically mirrored the site’s organic traffic,
with new visitors representing roughly 85% of sessions.

IMPACT
ü 70% Reduction in
Client Acquisition Cost
ü 95% Reduction in
Average Cost-Per-Click
ü 250% Higher Than
Conversion Target
ü 36% Under Google
Adwords Budget
Increased Visibility

Einstein Law increased
visibility in all regions the
firm was targeting with ads
displaying in the top 2
positions.
Quality Leads

With a commitment to
constant monitoring, we
brought in the exact leads the
practice needed.
Controlled
Advertising Budget
We aim to decrease our
clients’ advertising budgets
over time without losing
conversions. In this case,
the firm saved 36% of their
Google AdWords budget.
Managed Customer
Acquisition Cost

Einstein Law is transparent
with where your investment
goes, allowing law firms to
determine the true cost to
acquire a case. In this case,
we reduced the cost more
than 70%.

PAID
DIGITAL
MARKETING
SUMMARY
PRO TIP
Invest in paid digital marketing strategies that focus on:
ü  Transparency
ü  Daily Monitoring
ü  Lead Conversions
ü  Custom Strategy
Highly valued keywords do
not generate the return on
investment you may think.
Focus on how consumers
search for you!

Interested in Maximizing
Your Law Firm’s Paid Digital Marketing?
Since 1995, Einstein Law has been the nation's premier online
marketing company for attorneys focusing on personal injury
litigation and criminal, family, and business law.
We have provided thousands of lawyers throughout the country
with exceptional business solutions and Internet strategies that
have allowed them to grow their firms and increase their
revenues.
Whether you need to raise your social media profile, add video
to your website, get found by more local clients on Google, or all
of the above, we can tailor a solution that gets your practice
exactly where you want it to be.

We Create Custom PPC Strategies
Suited For Your Firm and Your Market
Remember: Throwing money at Google is not a strategy.
Contact the paid digital marketing experts at Einstein Law today.
www.EinsteinLaw.com
(800) 650-0003

The Myth of High Value Keywords

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