CHALLENGE
A real estate company wanted to increase visits to their website. They were not seeing success with their current digital advertising strategy so they enlisted the help of ES Group Marketing to target consumers and raise CTR.
SOLUTION
The ES Group Marketing Team developed a comprehensive SEM strategy. The campaigns were organized around the neighborhoods of each real estate property and the ad groups and keywords were created to target audiences looking for homes in those neighborhoods. With quick learning upon campaign launch our team optimized specific ads by improving ad copy relevancy to keywords and landing pages.
RESULTS
Through multiple tactics and optimizations our
team achieved a CTR of 7.58%, exceeding the industry average of 1.91%. The campaign
far exceeded our client’s expectations. In addition we noticed the following
improvements:
Average quality score increased from 5.7 to 7.2…which
ultimately proved our ad ranks were better, CTR rates were better and overall
ad experience was better, which lowered the clients expected average cost per
click.
SITUATION
A local bankruptcy law firm needed help acquiring new clients. Networking seemed to be the main method of acquiring new cases, but they knew they needed to focus on advertising to reach people facing financial jeopardy. Naturally, the client turned to Google Adwords and enlisted our agency to assist with developing a comprehensive paid search strategy to grow their practice and growing practice of 5 attorneys.
TASK
The first thing our team did was install call tracking software so the attorneys and their practice could measure the phone calls coming into the practice. We developed an appointment booking system on their website, and installed form submissions in more key areas so we could both measure conversions and provide more enticing opportunities for clients to convert on the website. We also helped improved the overall experience on the website and made it more mobile friendly while also improving individual landing pages so people looking to “Chapter 13 Bankruptcy” experienced solely that level of content and people looking to “Chapter 7 Bankruptcy” experienced content centered around chapter 7 bankruptcies.
We then started from scratch executed the following actions in their Google Adwords campaign:
Using existing research tools to give our paid search team a head start in finding high performing bankruptcy related keyword terms.
Created separate Call Only campaigns, so the law practice could only pay for phone calls versus clicks to their website.
Added low performing and completely irrelevant terms to a negative keywords campaigns to improve efficiency.
Connected our conversion tracking to Adwords so we can tie Adwords Spend to Conversions (phone calls, chat box, form submissions, and appointments booked).
Developed Single Keywords AdGroups thus reducing our over cost per click across our targeted terms, improving overall click through rates and improving the Quality Scores across the keywords we were targeting.
Most importantly, we implemented a regular schedule to optimize and improve the campaign.
RESULTS
The law practice has grown to a fourteen person law practice, gets 70% of their leads through paid search and SEO and continues to expand their service line beyond bankruptcy including foreclosure defense, wage garnishment, and other legal financial related assistance services.
