Paid search marketing is such a crucial element to many companies internet marketing plan and allowing someone or an agency to handle it is a very important part of the success of it and the success of the business from a Internet marketing perspective. I would like to do a quick paid search review using the term Phoenix personal injury attorney using the The Gillespie Law Firm.
PPC Marketing Landscape – Phoenix Personal Injury Attorney
I am a big fan of the the tool SpyFu as it really gives you a greater level of detail in terms of competitive analysis in the paid search arena. Using Spyfu, you can see that our example term is pretty expensive, around $12-15 bucks a click and the competition is heavy. Expect around 600 clicks a month if you are in the top spot and figure each position you are in after the number one position cut that in half. Their are nine major competitors in the space so making every click you get from this highly relevant term is a must.
Paid Search Review – The Ad
Given our example term here is the ad that was showing up:
As you can see this ad is way off the mark! Yes, they have searched for “Phoenix Injury Attorney” and have gotten an ad is about a law firm in Phoenix that could be about helping you with a personal injury case but this is causing a big waste in budget and due to the lack of clicks, will also impact the quality score of the account making this example pay more for a click. Here is a perfect example of letting Google manage your account. Here are a few things to do:
- If you want to bid on this term, get an ad that speaks to it. I would suggest setting up a “personal injury” ad group and having all of those keywords reside in there with the appropriate ads.
- Use negatives – tell Google that you do not want to show up for this term. If you set your match type to broad match Google is going to server your ad to what it feels is relevant or related to your term.
- Use keyword insertion – even though the ad will still not talk to the visitor the right way at least the headline will match. I would consider this the last attempt should you not have the resources to do number 1 or 2.
Paid Search Review – The Landing Page
Here is the landing page that this ad goes to:
I have got to tell you that I really like this site. It is nicely laid out with some really nice conversion element baked into it. For the right terms (Phoenix based DUI attorney terms) I give high marks. For the terms that are not so targeted towards that, there is such a disconnect that it is just throwing money out the window! Let’s assume that somebody did click on the example ad and they land on this page. Is there way that they would call or fill out a form to inquiry about personal injury services? Slim to none and given this is a 15 dollar click, you can now see what I am talking about!
Here a few things we can do about this – 1) create a landing page that is specific to personal injury. Along with an ad this can be a very profitable keyword strategy. 2) If #1 is not an option-do not bid on these terms. Not to sound like a jerk but why even do this if you have no chance of succeeding.
What it really comes down to is how bad do you want to be bidding on these terms and be part of this keyword market? For me, I do the following:
1) The site is so highly geared towards DUI attorney services that you are better off creating a new domain.
2) You to learn Google AdWords and the system. This is a perfect example of allowing Google to run your bid management and having them put you in places you have no right to be in. This creates multiple issues such as a lower quality scores and waisted budgets with little hope to achieving a positive ROI.