When it comes to attracting potential clients for a service company, such as a law firm, it is impossible to ignore the power of PPC leverage to accelerate results.
This is something that many marketers know and pass on to their clients.
But they rarely talk about the multiplier effect that Display Remarketing can have for a campaign.
In the right hands, this is a powerful digital marketing tool that allows companies to reach audiences that have already expressed interest in their products or services.
This is the case in this post.
And the fact is that, with this tactic well deployed, we get:
- Increase by 731.11% the acquisition of potential customers per form.
- A 55.61% reduction in the cost of lead acquisition.
- Increase the number of impressions and clicks.
These results have been backed by the confidence of our client, who in this same period decided to increase their investment by 268.96%.
This has undoubtedly also made our work easier.
Well, it is for these reasons that we are going to analyze the key levers that we used to multiply the number of potential customers by 8, based on display Remarketing.
Starting point: Stagnant and declining customer acquisition
Our client, a law firm specializing in employment law, was finding it difficult to attract new clients through traditional marketing channels.
They were also not getting the expected results on digital channels.
At one point, they turned to iSocialWeb to accelerate lead acquisition through the organic channel (SEO) and PPC advertising to increase their online visibility and attract potential clients.
From very early on, working on the SEO channel, we managed to grow and maintain good results.
However, in the PPC area, after a few months, we started to notice signs of exhaustion.
We quickly decided to focus on the firm’s strengths:
- Unfair dismissals
- and permanent disability
For the latter service, they have a 95% rate of favorable rulings.
Challenge or problem identified: How to reduce the cost of acquisition without lowering the quality of the leads.
The problem or challenge we faced in PPC was rising lead acquisition costs and high competition in search results for Google Ads.
No matter how hard we tried, we were unable to reduce the already high acquisition costs of PPC campaigns.
Especially when it comes to the unfair dismissal service, one of the most lucrative and competitive at the same time.
In this type of lawsuit, due to Spanish jurisprudence, the case must be reported within a very short time horizon.
Otherwise, it cannot be litigated more than 20 days after the dismissal is communicated to the worker.
This adds pressure to close the lead as soon as possible, although it also favors a decision by the user.
Moreover, this type of litigation is very profitable for law firms.
The challenge posed by this type of service is twofold:
- To begin with, there is a very short period of time to file a lawsuit under Spanish law, which necessarily implies a very quick process of attracting and formulating the complaint.
- On the other hand, it is one of the searches with a very high cost per click.
This greatly increases the recruitment costs and greatly reduces the chances of achieving a good result if you do not work well.
Solution provided by iSocialWeb: Display campaign plus specific landings for both services.
Knowing all this, we decided to move forward on two simultaneous axes:
- Create specific sales pages for the PPC campaigns of each of the services oriented to conversion.
- Launch a campaign for less competitive keywords and try to activate remarketing for display replenish of the lead..
As you can see, the aim was to lower the cost per click and, therefore, the acquisition of leads cost. And, at the same time, increase the exposure or visibility of the firm in front of users who had already been attracted to the landings thanks to the search campaigns.
To achieve the objectives, we optimized the landing page. We made sure that it was in line with the ad texts and that it offered a clear call to action.
We also implemented CRO-based optimizations as well as tracking mechanisms to measure the success of the campaign by making the necessary adjustments.
On the other hand, once the optimizations were done on both pages, we analyzed which keywords had a poor quality level according to Google Ads and added them as consistently as possible. So the texts of the landings force a new wave of improvements on the quality levels for Google Ads. We also designed banners for display. Thus, we run our first display campaign.
The results were not long in coming.
At the same time, the display campaign caused a significant drop in CTR, but at the same time we managed to achieve a high volume of impressions at a very low cost/click ratio.
Something, on the other hand, very common in Display campaigns compared to the cost/click of Search campaigns.
All of this allowed us to re-impact a considerable number of users who ended up returning and closing a service in a volume that they had never seen before in the office.
Finally, we had what we had been looking for!
A confirmation of the strategy to follow.
Final results Unraveling: 700% lead growth and 55% CPA reduction
Based on our test data, we have decided to increase our investment volume in the display campaign, but we are doing so slowly and steadily.
In this way, we were able to take advantage of the countdown effect caused by the jurisprudence, while at the same time increasing our exposure in a hasty manner.
That’s the thing about display campaigns.
On the other hand, we left out the less competitive words for obvious reasons.
And we sought to further improve the Quality Score of the campaigns by using more appropriate semantics in the landings and good design specifically geared towards form conversion.
As a result of all these changes and adjustments launched by Alba Brotons, head of PPC at iSocialWeb, the firm experienced an increase of 731.11% in the capture of leads through form submissions,
In addition to a 55.61% drop in lead acquisition costs.
In addition, there was a considerable increase in impressions and clicks.
This way, we were able to more than achieve each of the marketing objectives set from the outset, using PPC advertising and optimizing the campaign for measurable results.
Investment in the campaign over the same period increased by 268.96% due to client satisfaction with the results.
Final thoughts: The second winning horse strategy
Display campaigns for remarketing have the power to produce what we call the second winning horse effect.
Let us explain:
You will agree with us that It is always good to win a race and get a direct lead from a search campaign when you land your ad in the first place.
But it is much better if in addition to winning the race you also get the second and third prize, don’t you think?
That is, in our opinion, the effect that well executed Remarketing can have.
As a learning or reflection, we should think that campaigns of this style where vanity metrics are preferential also work and have a reason to exist.
We often think that if you can’t measure attribution directly, then it’s not worth the action, but this is not the case.
Our strategy produced successful results and with a 268.96% increase in spend, we improved the number of conversions by 731.11% and at the same time achieved a 55.61% drop in cost per lead.
Something that is within the reach of very few agencies, as you can imagine.
Do you want us to make your PPC campaigns shine?