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Thriving In The Legal Industry: How One Firm
Quadrupled Conversions Over The Course Of 9 Months
Matt UmbroSenior Account Manager, Community at Hanapin
Marketing@Matt_Umbro
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Who Am I? PPC Hero blogger PPCChat founder Speaker
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Today’s Agenda
Client background Account setup and strategy Conversion rate optimization
(CRO) Results
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Client Background
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Client Background
Site was subset of firm – which did not include the same branding
Previously tried paid search, but didn’t work
Wasn’t receiving traffic from other sources
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Negatives
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Positives
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With all that in mind, we set a cost-per-conversion goal of…
$200
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Account Setup And Strategy
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Account Structure
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Ads
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Extensions
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Extensions
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Extensions
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Demographics For Search Ads
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Demographics For Search Ads
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Demographics For Search Ads
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Conversion Rate Optimization (CRO)
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Landing Pages
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Conversion Rate Optimization
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Conversion Rate Optimization
Mobile layouts CTA buttons & messaging Number of bullet points Image placement Removal of search functionality
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Results
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Results
Jun-15
Jul-15
Aug-15
Sep-1
5Oct-
15Nov
-15Dec-
15Jan
-16Fe
b-16
$0.00$10,000.00$20,000.00$30,000.00$40,000.00$50,000.00$60,000.00
0 50 100 150 200 250 300 350
Cost vs. Conversions
Cost Conversions
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Results
Jun-15
Jul-15
Aug-15
Sep-1
5Oct-
15Nov
-15Dec-
15Jan
-16Fe
b-16
$0.00$10,000.00$20,000.00$30,000.00$40,000.00$50,000.00$60,000.00
$0.00$50.00$100.00$150.00$200.00$250.00$300.00
Cost vs. Cost Per Con-version
Cost Cost per Conversion
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Over The Course Of 9 Months:
Conversions increased from 70 per month to 280
Monthly cost per conversion averaged about $185, $15 below goal
Conversion rate increased by 2 percentage points
Monthly spend went from just under $18K to $55K
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Results
Jun-15
Jul-15
Aug-15
Sep-1
5Oct-
15Nov
-15Dec-
15Jan
-16Fe
b-16
0 500
1,000 1,500 2,000 2,500 3,000 3,500
0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%
Clicks vs. CTR
Clicks CTR
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“Our intake team is having trouble following up with everyone because so many leads are coming in.”
-Actual client quote
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Thank you!
Matt Umbromatt.umbro@hanapinmarket
ing.com
@Matt_Umbro
