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?