online advertising for law firms - conscious solutions - digital marketing masterclass

Online Legal Advertising

November 2013

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

“Commercial Property Solicitors”

“Cerebral Palsy Solicitors”

2.4% of the Time & 59% of the Ad spend

Source: IAB/PWC H1 2013

PPC Ads Dominate

Campaign Structure is Key

Make Adtext Relevant

Title = 25 charactersDescription Line 1 = 35 charactersDescription Line 2 = 35 charactersDisplay URL = 35 characters

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

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%

Google The Retailer - Finance

Google The Retailer - Hotels

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?

CPC Inflation Drives CPL

PPC & site must be focussed to deliver ROI

Beat The Competition & Reduce CPL

Great Advertising

Great Website

Olympic Lead Generation

RelevanceHow are you relevant to my needs, wants & desires

ValueWhy are you

the right solution? Have you explained

why?

Call to Action

Is it obvious what I need to do next?

Help me take the next

step.CredibilityWhy should I believe you?

Show me testimonials & reviews.

PeopleWho is

behind the business. Show me

who you are.

http://www.youtube.com/watch?v=NP-IOi_HXmo

Don’t Forget Bing & Yahoo

Source Month Impressions Clicks CTR CCPC Client Cost Avg Position Conversions CCPConv Google 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 £168.61Sep-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 £154.29MSN 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 £101.96Sep-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

Don’t Miss Out On Mobile

• Currently we are generating c. 15% of legal leads via mobile In other markets its grown to +50%.....

• Get a great mobile site

Device Clicks Avg. CPC Client Cost Leads Cost/LeadPC & Tablet Campaigns 6,261 £6.05 £37,860.24 327 £115.78Mobile Campaigns 924 £5.37 £4,960.32 36 £137.79Total 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/LeadPC & Tablet Campaigns 14,119 £1.35 2.84% £19,044.42 4737 £4.02Mobile Campaigns 10,551 £1.17 5.21% £12,315.50 4104 £3.00

Source: Sub Prime Loan Client X Sept 2013

+90% of the Time & 24% of Adspend

Source: IAB/PWC H1 2013

Display Is Growing

“By 2020, audience targeting investment is projected to exceed search spend in UK”

Source: IAB UK 2013

Mobile Grew 127% YoY

RetargetingBecause 98% of Site Visitors Don’t Buy or Get in Touch

Display RetargetingSearch Retargeting

Retargeting

Do Remarketing

• Vast majority of site visitors don’t buy or make contact on 1st visit

• Don’t let them get away

LinkedIn Ads

LinkedIn Sponsored Updates

• HR Directors within radius for Employment-Law

• Estate Agents & Surveyors within radius for Commercial Property & Conveyancing

• Company Directors>50 employees within radius for Commercial Solicitors

Facebook Ads

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

Demand Side Platforms

New TargetingNew FormatsNew Placements

DSP Targeting – BuyMyWardrobe

3rd Party Data Mastercard

LuxuryFashion

Shoppers

FashionContent& SpecifiedMedia Only

IP addresses inLondon &South EastOnly

The Advertising Process

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?