Personal Injury PPC Campaign
AttorneySync worked with a personal injury law firm to revamp and relaunch their paid search campaigns, starting in May 2018.
The first few months weren’t hitting our target lead volume, so the AttorneySync team facilitated feedback from the client in order to identify where, how, and why the campaign had underperformed so far, and how we could more accurately target and convert higher qualified searchers.
With the combination of the careful consideration of our client’s feedback and the implementation of other important account optimizations, we were able to deliver a 100% MoM increase in total leads with a simultaneous 51% MoM decrease in cost per lead between the months of September and October 2018.
Due to Google’s relative obscurity regarding individual tactic effectiveness and the many levers that are available to pull, it is often difficult if not impossible to precisely attribute what variables contributed to account performance fluctuation.
However, cross-referencing the Google Ads account change history against when significant lifts were observed revealed a few stand-out tactics that likely contributed to this significant account performance lift:
AttorneySync engaged in deep dialogue with the client to better understand their impressions and takeaways from the calls, especially what calls worked, what calls didn’t, and why. Through this conversation, we were able to identify specific search queries that were contributing to less qualified calls and to add those unqualified strings as negative keywords.
Search Term Expansion
The conversation with the client also identified search queries that were high-value for the campaign. Engaging in a search term report to identify and add high-qualification search queries or strings is a great, best-practice, general strategy for PPC, and its implementation appears to have had a significant positive impact for this account.
This being a personal injury PPC campaign, AttorneySync worked with the client to identify specific areas within the campaign’s geo-targeting that may contain higher-qualification searchers, namely prominent hospitals in the area. We then targeted and positively bid-modified for all major hospitals in the client’s area – while this contributed to significantly higher CPC’s and much narrower impression ranges, it was certainly worth the lead gains that followed.
Chat Service Implementation
Finally, we implemented a chat app on our PPC landing page for the campaign – while this did not generate a large share of the leads (shown in grey in the graph above), it did contribute to expanding our month-over-month lead gains for the client. Implementing chat services is a great tactic for any paid search campaign that is looking to generate those few extra leads.