Hoglund Advertising Approach to Attorneys and Legal Services
Google Ads Campaigns bucks the trend.
As seen in a recent article posted in Wordstream and Search Engine Land, a year over year study showed that he Attorney and Legal Services sector saw a 33% increase in cost per lead from 2021 to 2022. When we look at our legal accounts, we saw a 15% decrease in cost per lead from 2021 to 2022.
What led to a complete opposite result in performance from their study can be attributed to the hands-on manual work by Hoglund Advertising vs reliance on automated bidding and optimization. We have tested various automated bidding strategies from utilizing Automated Recommendations, Target CPA, Maximize Clicks and even Maximize Conversions. However, at Hoglund Advertising we have a human/hand on approach of analyzing the data and optimization that has proven to perform better than the AI strategies available in Google Ads.
Oftentimes we see higher cost / click, irrelevant search queries and in the end higher cost per valid lead when utilizing the automated strategies in Google Ads. When utilizing automated strategies, there is an extensive learning period that these campaigns must run before the systems really start to take effect. The time that that AI needs to “optimize” can often take months and ad spend is wasted on the learning period Googles systems.
In essence we are not in the business of experimenting with our client’s money for extended periods of time. The accounts need to perform as fast and optimal as possible. By crowdsourcing the learnings from all our accounts, we continuously apply those learnings across our accounts to the benefit of each clients’ accounts we work with at a quicker pace without the lengthy and costly experimental time.
Our approach to campaign management encompasses some of the items below:
- What locations perform better than others
- What hours of the day are more profitable
- What days of the week are more profitable
- Which keyword convert better than others
- Adding new keywords
- Adding negative keywords blocking unwanted less relevant traffic
- Mobile vs. Desktop performance
- Testing out various unique selling propositions