Today I am sharing an interesting experience of my life about Adwords Use. Google Adwords is vast and has many tricks every expert uses for more conversions. I also worked for one of the Google ads accounts for lawyers as Adwords Consultant. Here I am sharing What’s my experience with the Google ads account of attorneys.
1 month ago, my one friend contacts me for Adwords advice for his USA client. He told – “please audit XYZ account and tell me, what I am missing?”
I answer – “Ok, please share access.”
He was handling the 2 different Adwords account for 2 different professionals: a “bankruptcy lawyer and a personal injury lawyer”.
He shared both account access…When I open those accounts, I was shocked to see monthly spends…that was more than $4000/month for each account but conversions are only 10 and my friend would like to increase it. He was upset to see 2-3 conversions in a week.
My friend is also an expert, not a fresher so I could not say to him – “you’re doing wrong” really after deeply analyzing both accounts I had not found any wholes so I checked the landing pages and contact forms of his client’s website. I was irritated to look “contact form” because it was too long and I suggested to my friend “please request your client for changing the contact form.”
Guy replied, “I already told them but they don’t want to do any changes in the contact form because those are all information they have to require before reacting to any inquiry.”
I think “lawyer is not wrong because if they include short form then they will get more fake inquiries, also it’s difficult for them to filter “who is actually want help and who is just doing time pass”.
After discussing with my friend, I set up a call-only campaign for both attorneys and we change our strategies and do some experiments in copy ad writing.
Like:
Call Now! ABC Law firm. $0 Fee for Case Evaluation
Call now! ABC Law firm. $0 Fee, unless we win the case.
Recently 5000 Cases were Filed. Call! Experience bankruptcy firms…etc.
We all know in the case of Law firm advertising, there is more Limitation and you need to find the best way your targets so I had also followed the best setting for promoting ads in the targeted location.
We tested our ads by ads preview tools and satisfied “ads showing properly, not on first position buts Ok! It was showing at 3 and 4th position” because we were running this ad experimentally so we set a limited budget but high bid for each keywords…it’s approx $30 to $79 according to keywords estimated bids. We Scheduled ads according to lawyers office timing “9 AM to 6 PM” and Start!!!
Initially we received some impression and after 2 day we got only 5 click in $400. We surprised and very happy to see 4 conversion out of 5 clicks. We didn’t believed and we checked call length limit. That was 60 second and our confidence was going improved but still many doubts remain. Now we seen Call details: “important things we reviewed – Call start time, end time, total duration, received status”
It was Ok! then we moved on search terms and we found “whatever clicks we received those are from genuine search terms like – ‘medical malpractice attorney fees, personal injury attorney Beverly hills’…because we was using broad match modifier.” And last thing we need to verified user location then we fully confident, excited and very happy that we got genuine conversion on limited budget.
We monitored a total of 7 days of call-only campaigns and got a total of 14 call-only conversions in a week and most of the call duration is 200 to 685sec. A campaign only ran for 5 days – Mon to Fri and timing 9 AM to 5.30 PM.
I told my friend – “please take a review from your client about call status.”
He replied – “Today (Sunday), I will send him reports then we will wait for a reply”.
But surprising!!! My friend received an appreciation mail from a lawyer before our reports. And mail conclusion was “they won’t know about how they received many calls in that week?” They were excited and happy. My friend explained to them all things and confirms about whatever calls they received, were from our campaigning. He also request his client – “please share how many calls are converted in leads?” and we were happy 3/4 conversion had converted in leads.
There was the next question, how I will keep track of records of phone calls? I suggest Call Rail is best.
This experience was new for me because I the first time sees the magic of call-only ads and for the first time, I did call-only campaigning for a lawyer. Most of the time I prefer normal search ads or display ads according to user needs and industry but it’s the first time when I am fully dependent on call-only ads. It is the main reason that I write this Post.
In end, I want to thank Mr. Eric Huhn for this best tip and also thank wordstream for their articles. I saw this banner on Wordstream Blog. Great!!!