The Context

Craig’s Law Firm (fictional name used to protect partner’s identity) was referred to us for our professional PPC services by a mutual business partner. Their law firm started utilizing Google Adwords on January 29th, 2011, and their total spend until June 1st, 2014 was $63,964.09, averaging around $1,600 a month on Adwords spend:

In their fourth year, they came to Authentic Insights for help. Once we launched the Adwords account on June 2nd, 2014 it made an immediate impact. Craig’s Adwords campaigns were optimized and managed by us as we created a significant decrease in Adwords spend for the year (January 1-December 31, 2014) spending $17,565.13:

During those first 5 months of 2014 (January 1-June 1, 2014), their Adwords spend had already topped $13,388.88:

They were basically averaging around $2,700 a month in Adwords spend, and would have finished 2014 with a $32,400 bill from Google. If they had not made some serious changes to their account, their Adwords spend would have doubled from the previous year. Significantly decreasing their ROI.

Our thorough PPC analysis combined with the abundant amount of data collected is what ultimately saved them from spending such a large amount for a local law firm.

The solution

In order for PPC strategies to be this successful, it is our responsibility to understand each partner’s needs. Then utilize our expertise and experience to create, as well as manage effective campaigns. Craig’s PPC campaign had almost 3 years worth of data to analyze and interpret. This provided Authentic Insights PPC data we needed to create intelligent business decisions regarding their Adwords campaigns. We implemented keyword match type experiments, location specific geotargeting, negative keyword match types, and ad scheduling.

We also implemented other PPC strategies such as A/B testing and a fully integrated call tracking system. We A/B tested ads, call to actions, button colors, fonts, and anything else we could get our hands on for improved conversion rates. The call tracking system proved to be the most beneficial, as Craig is now tracking calls with full Adwords integration. Google Analytics is now reporting which Campaign, Ad Group, and even which Matched Search Query generated the call. Another key feature available with full integration of the newly installed call tracking system, is the ability to enter earnings from attorney’s fees from each individual client/caller:

01. Homepage layout
02. Colletions Overview
03. Collections details
01. Homepage layout
02. Colletions Overview
03. Collections details

Thank you

We are excited to launch our new company and product Ooooh. After being featured in too many magazines to mention and having created an online stir, we know that Ooooh is going to be big. You may have seen us in the Dinosaurs’ Den where we were we told that we didn’t need them because we were already doing it so well ourselves.