Our first step was to break the campaign up into specific “Family Law” ad groups then ad keywords surrounding those ad groups to each bucket. The more relevant an ad is to a user’s search, the more likely that user is to click.
As you can see our campaign started with a bang and converted 14 times in the 1st month.
From month 1 to 4 we saw that even with a decrease in impressions (14% fewer), the AdWords campaign resulted in 10% more clicks and saw an increase in total conversion (TC) grow from 14 to 26 that’s a 85.71% increase in 4 months!!
Months 4 to 8 our growth was just as consistent increasing 26.92% from 26 to 33 total conversions.
We learned that, as with any business there are times of the year that business slows down. For family law, that tends to be around the 4th quarter mainly due to the holiday season.
We were able to avoid that slow period by adjusting our campaign to limit traffic from specific ad groups that were getting a lot of clicks but not necessarily converting in to clients. Then we increased our ad spend in ad groups where we saw there was a cost per conversion but also higher customer acquisition rates meaning a increase in the clients ROI.
By doing thorough keyword research, creating tightly themed ad groups within each campaign, and doing ongoing negative keyword and search term monitoring, Digital1010 made this client’s 2015 AdWords campaign succeed beyond the client’s expectation totaling over 300 phone and email conversions through Google Adwords alone.