Thank you to the American Marketing Association 2017 Crystal Awards Houston Chapter for choosing Falcon Digital Marketing to receive this distinguished award in the category of Online Marketing. We are grateful to work with The National Legal Research Group to implement an award winning online marketing campaign. It is an honor to be chosen among the best marketing agencies in Houston, and for marketing campaigns across the U.S. We are grateful to be a part of this wonderful organization.
More About The AMA Crystal Awards
The Crystal Awards are the yearly marketing awards presented by the American Marketing Association to honor the best marketers of Houston. Each year, marketing agencies, consultants, and in-house marketing teams in Houston present their best marketing and advertising campaign work to be judged by the distinguished panel of judges. This year, over 600 entries were meticulously evaluated to find only the best Houston marketing companies and their work.
Our Award Winning Online Marketing Campaign
Our client, The National Legal Research Group provides legal research and writing services by attorneys, for attorneys. Online advertising for the legal industry is difficult, but being a specialized niche of legal research and writing, they faced a unique marketing challenge of finding attorneys needing additional help with a case, not non-attorneys needing legal counsel.
Our objective was to improve their online advertising campaigns to start getting the positive results they needed for it to be profitable. They were currently running Pay-Per-Click (PPC) advertising on Google Search, Bing Search, Yahoo Search, and remarketing banner ads on the Google Display Network. They were not getting enough leads, conversion rates were too low, and the cost-per-lead was too high and not cost effective for their online PPC advertising efforts with their current provider. Our specific objectives were the following: increase online leads, reduce cost-per-lead, increase conversion rate, and make sure the leads are the correct audience – attorneys only.
To improve the client’s PPC advertising performance, we started with a full audit of their current online advertising campaigns. Initially, we reviewed the details of their current Google Analytics website traffic data to find missed opportunities and implement more advanced tracking methods. We also performed detailed research on their legal industry, their competitors, high-value keywords to target, and reviewed their current setup in the various PPC platforms they were using. After gaining a better understanding of their industry and online advertising goals from our research, and direct feedback received from the client, we were able to implement more advanced PPC strategies with better targeting to yield better results. This advanced PPC audit and strategy implementation had not been done to this level in the past. These advanced strategies included testing various keyword match types for optimum conversion performance, A/B testing of ads, writing new ad copy to pre-qualify incoming leads as B2B, adjusted device targeting and bids, adjustments to ad schedules based on performance, adding more segmented remarketing audiences, and more.
The Results of Our Award Winning PPC Campaign
After implementing our new online advertising strategy for our client, we were able to successfully meet our objective of increasing leads, reducing cost per lead, and increase conversion rates, while bringing in the right type of B2B attorney leads for our client’s business. In the first 6 months of implementation, we were able to increase online leads by 308%, reduce cost per lead by 39%, and increase conversion rates by 175%.