“Either PPC works or it doesn’t work. If a new PPC strategy doesn’t pull in cases immediately, we turn it off and move on.” – Anonymous Client
Hmmm… does this sound familiar?
Most attorneys take such a short-term view towards their PPC strategy. It only makes me sick to my stomach because I know why.
Lawyers have gotten pitched SO MUCH on these supposed “overnight success” PPC and paid advertising schemes. Most times, lawyers feel that they get ripped off in the end. In addition, attorneys have grown numb to the whole 6-9 month SEO pitch and have since started looking for quick-wins to pull in cases online. I get it.
But, let me ask you a question. What if you started to look at your PPC strategy as a long-term investment? What if you started to look at your PPC strategy as something more similar to your long-term SEO strategy?
Well, I can tell you this. If you started looking at your law firm’s PPC strategy through a long-term lense, you would be moving in the right mental direction.
What happens during the first 90 days of a brand new PPC Campaign?
Unfortunately, there is a long learning period with any brand new PPC campaign. This learning period is vital to the long-term success of your law firms’ PPC results.
During the first few days after a brand new legal PPC campaign goes live, there is a lot going on behind the scenes (most of which you are probably unaware of).
For example, a high-level legal marketing agency will be doing keyword-level bid management daily for the first few weeks to ensure your newly created ads are showing up within the top 2 positions on mobile and on desktop. Each keyword will vary in competition (based on your target market) which further compounds the importance of this step. If one of your highest performing keywords is triggering an ad that is showing up on the 2nd page, this needs to be fixed.
Then, for the first 2 weeks, a good legal marketing agency will be doing HEAVY negative keyword optimization. This involves looking through every single search term that people typed in before clicking on your ads, and excluding certain words to ensure that no money is being wasted on irrelevant clicks in your local market. In addition, additional keywords will be added to your campaigns, all disapproved ads will be troubleshooted and mobile device optimization will begin to take place.
After month 1, it usually makes sense to start taking action on your split tests from a click-through-rate perspective. This is where we essentially will be doubling-down on the ads that are resonating the best with your local audience.
After month 2 or 3 (depending on the number of leads you’re getting per-week), you can start to do conversion rate optimization. This involves pausing keywords that are not pulling in leads. It is vital to make sure you are making conversion optimization decisions based on a large enough sample size. So, in some cases, it is better to wait until you have 90 days of complete conversion data to make decisions on.
Once you have enough data to make conversion optimizations, you can then begin to make demographic bid adjustments, to show your ads to people who fit your ideal demographic filters.
After 90 days, your remarketing list will grow to a point where your Facebook, Instagram and YouTube remarketing ads will begin to actually pull in some very inexpensive leads. These leads will typically be people that visited your landing pages, but weren’t ready to call in when they first saw your ad.
The thing that makes me hurt inside is when a law firm tells me all of this work was put in, yet they still cancelled immediately after this 90-day window.
The tragedy of turning off your campaigns after 90 days.
If you are working with a high-end legal marketing agency that you trust is doing good work, it is almost always a bad decision to abandon ship if things aren’t performing perfectly during the first 90 days.
As was explained above, you are investing a lot of money into the optimizations and improvements that are being made during the first 90 days of your PPC campaigns being live.
All of the historical data, negative keywords, bid optimizations and conversion rate optimizations will go to waste if you jump ship and don’t take action on the improvements that were made!
It is my sincere belief that the reason most law firms are dissatisfied with the results PPC can provide, is because they jump around too much and don’t take advantage of long-term data sets. Put simply, most smaller law firms haven’t stuck with PPC long enough with a committed enough team to actually see the amazing things that are possible on the largest search engines in the world!
Not to mention, keep in mind that it has been that reported that over 51% of leads generated by PPC, will go untracked. For this reason, I always say that PPC for law firms is half tracked and half-GUT!
The real question is do you have the GUT to stomach the fact that at least half of your PPC leads will go untracked?! Or, are you going to continue to obsess over “tracked leads”, continue churning through PPC agencies and never experience the benefits that come from fine-tuning your strategy over multi-year time-frames with an agency you trust?
If you trust the legal marketing agency you are with, I suggest you stick with them for at least a year until you see what optimizations have been made and the results that come from these optimizations. I know this is a small sample size, but 100% of the law firms that work with us for at least 12 months see between a 5X-11X ROI (depending on the niche of law).
If you stick with PPC, and follow even an “OK” strategy for 1 year, you will see a net positive ROI. It works! It just takes patience, time and DATA! My question to you is… do YOU have the patience and persistence to eventually see a 10X ROI from your law firm’s PPC strategy? And lastly, are you working with a PPC agency that can DO it, long-term? If so, you will make more money if you stick through and take action on deeper data sets.
I sincerely hope this information helps you generate a higher ROI through your existing law firm PPC strategy!
If you would like to talk to someone on our team about how we can help you generate a 10X ROI through highly-targeted PPC and practice-area specific landing pages, then please email me directly at firstname.lastname@example.org.
To Your Success!