In spite of their impressive legal track record, they came to 1SEO Digital Agency because their website was under penalty. Therefore, the firm was in imminent danger of closing their doors. Previously partnering with another SEO agency that purchased bad links and exhausted a PPC budget because of local competitors running up the price of clicks, the client turned to 1SEO to not only salvage their online presence, but ultimately, to save their law firm. Simply put, they were failing to receive quality cases.
First, we had to identify and put a stop to the click fraud that our client’s previous advertising campaign faced. Then we would implement and A/B test a variety of Google Ads features to single out untapped audiences who were likely to convert.
After conducting keyword and link analyses in July 2018, our team installed StatCounter for our client, allowing us to trace IP addresses that clicked on his ads most often to exclude them, bringing the constant click fraud to an immediate halt. The following month, we increased their budget to $1000/day, investing more money back into Google Ads campaigns after seeing a positive increase in personal injury cases in August 2018.
Launching an innovative scholarship campaign which ran from August through December 30, 2018, to benefit law students in need of financial stability while pursuing their law degree, 1SEO aimed to generate quality long-term backlinks to .edu/ .gov domains, to strengthen their link profile and improve their trust ratio. This also created a unique opportunity to extend the client’s reach to a younger demographic. Then we expanded the client’s SEM reach by implementing an enhanced CPC bidding automation strategy to maximize budget vs. clicks until we identified that his best-converting calls were those that typed in small variations of only a few search terms. Out team also restructured his Google Ads campaign to have only exact match keywords and poured the entirety of the client’s budget into these terms with Google’s Maximize Conversions Automated Bidding strategy, opting to display relevant ads to mobile users rather than those on desktops who were less likely to convert.
Once we improved his quality of calls, we A/B tested five ad copies on that small group of terms to determine which one resulted in the highest quality leads and a close rate of 40%. From there, we were able to lower the client’s CPC while attracting new audiences and continuing to strengthen the client’s root domain through monthly link building.