In this early morning video, Frank shows a part of the Adwords optimization process. When optimizing a campaign, you must find and cut the parts of the campaign that are not performing as well as the rest of what you are doing. Here, we walk you through a session where we are looking at the performance of a campaign by state in order to determine where we are spending too much or need to spend more.
In this post, I’m going to explain the thought behind the processes that allow us to regularly run “unicorn” PPC campaigns.
As of today’s post, we do not have a single ad campaign for a law firm that is converting at less than 15%. Our best was doing over 30% for the first few weeks of Feb, but has dropped to 24%. We are getting three to five times the number of client phone calls for our firms in comparison to the industry average (3%-4.5%) and we’re spending 1/3 to 1/2 of Google’s suggested bids for these clicks. I’m going to give you a high level explanation of how we do it.
First of all, why focus on conversion rate and cost per action?
Ultimately, the goal of most legal marketing is to get new business. The responsive website, professional photos, slick video, well-planned social media posts, informative blogs, and all of the other efforts that we undertake to drive our digital presence have one goal: get people to hire the firm. Conversion rate tracking tells you how well you’re doing that. Cost per action tells you how much it costs you to do it.
Why you should care about your conversion rate more than anything else.
Get out your digital scissors.
It’s time to start cutting. You want to start optimizing your Adwords accounts by cutting out the bottom 25% of your performers. If you’re spending money on clicks that aren’t turning into clients, stop. If you’re spending money to get a type of case that is less profitable than another type, stop.
You need to start by looking at:
- The time of day that the fewest people convert
- The days of the week that the fewest convert
- The keywords that have the lowest ROI
- A side note on this one. If your PI cases are worth $3,000 and a will nets you $400, but the cost per acquisition is the same, stop blowing money on clicks for $400 jobs and start spending that money on your PI keywords.
- The devices that convert the worst
- Do desktop users tend to contact you more often than mobile? Then stop blowing money on mobile searches.
You can find these numbers under the “dimensions” tab in your Adwords account. (second from the right)
This is not a one-time thing.
You should be constantly revising your account and getting rid of anything that isn’t performing. After paring it down to its strongest performers, it should look something like this:
49 phone calls with 39 conversions from a $1,188 spend? Fine with me.
This post will help guide you towards running a lean, mean, profitable Adwords account.
You are drowning in data. Between your Analytics and Adwords accounts, there is so much information available to you that you don’t even know where to start. It doesn’t have to be so difficult.
Start with the question “what do I want customers to do?”
When it comes to a law firm’s digital campaigns, you want people to do one of the following:
- become aware of your area of practice
- become aware of your practice
- contact and hire you
The metrics that you need to focus on are the ones that are related to your objective. Each of these aforementioned goals will measured in different ways. Pick the number that reflects the effectiveness of your campaign and use it as the deciding factor when choosing what to remove.
The remove box is the most important box on your screen
You are wasting money on clicks that do not make the clients that you want do the things that you want them to do. I know, that was a mouthful; read it again.
If you dig into your keywords, scheduling, and dimensions tabs, you will find that a small percentage of your account actually drives business. A small percentage of your keywords result in people contacting you, downloading your white paper, or whatever it is that you want them to do. There are hours during the day that your numbers do better. There are days of the week that your goals are met at higher rates than others. Why do you spend money on something that clearly doesn’t perform as well as something else?
Stop spending money on your lowest performers and spend it on your stars
Are 3% of your Sunday visitors downloading your whitepaper vs. 1.8% of your Monday visitors? Stop spending money on Mondays. Use those funds to raise your bids on Sundays by 20%.
Are 4% of your Monday clicks resulting in client contacts, vs. 7% on Thursday? Again, free up some money by stopping your Monday ads and direct them towards Thursday clicks.
You get the idea; just like a major league organization gets stronger by cutting its weakest players, you should be doing the same thing with your Adwords accounts. Eventually, you should only be spending money on a few of your strongest terms, days, keywords, and ads. This will allow you focus your resources on what works and help your practice grow.