Lawyers miss things when they do marketing. Not necessarily when they’re strategizing (I know lawyers who have unstoppable marketing minds), but often when they’re implementing their tactics.
It’s unavoidable. Doing something that’s outside of your wheelhouse, and that can often be quite technically involved, isn’t easy. There’s a lot to miss when doing Adwords or social media advertising, but there are a few basic things that are crucial for online marketing campaign performance.
1. Conversion Tracking – A shocking number of lawyers never implement conversion tracking. Some of them really are not focused on low level conversions like e-book downloads or blog/email list opt-ins. However the majority of firms should be concerned about those connections, and not having conversion tracking installed makes it incredibly difficult to quantify the performance of your campaigns.
2. Scientific Ad Testing – More campaigns than you can imagine have a very broad definition of “ad testing.” Usually this means 2 ads that are very different from each other being run in the same ad group (sometimes there’s a variation of these ads set for mobile). The problem with this is that there’s no good way to test what works well and what doesn’t.
Here’s my basic system for text ad testing –
- Research ads competitors are running, what people in other industries are running (look at what PPC experts are running for their clients — they might not be in your industry, but the principles often stand), and think about what you expect to work.
- Write an ad that you expect to work well and start running ads. Gather some data on that ad (anywhere from 2 days to 2 weeks depending on your traffic)
- Duplicate your ad and change one part. If your Headline says “Free Divorce E-Book” change it to “Free Divorce Guide” or “Free Divorce Book” to start. You can also change the text descriptions as well as the URL path (everything after “.com/”).
- After gathering data on your ad, repeat step 3. You can do this over and over again until you meet your goal (hopefully you’re defining your goal as a conversion rate or cost by now). If something works, keep using that element in your ad and work on testing other things.
- Record what works well. It’s important to know what’s doing well in your account and what could use tweaking.
3. Separating/Organizing Your Campaigns – Unorganized and complicated accounts aren’t something that’s unique to lawyers. Every industry has accounts that lack easily-decipherable account formatting. The solution to this is highly-segmented and well labeled campaigns and ad groups. There are a lot of ways to structure your campaigns and ad groups, but my system is very similar to the Adwords recommended system here. Essentially, it’s important to organize campaigns based on the things you’re directing people to, and the searches/keywords people will be coming from.
It’s hard to prevent every mistakes. They will happen, but fortunately most of them you can recover from. The 3 tips above will drastically simplify things for your PPC advertising and improve the quantification of revenue generated from online ads.