In every law firm advertising buy money gets wasted. The key for savvy Attorney marketers is having a system that sniffs out the bad parts of your media buy from the good.
To find the ineffective parts of your media buy, you must set it up as a process. The reason to do this is to help organize the data. Too many law firm marketers base a media buy on opinions rather than facts based on scientific methods. By organizing results you can compare similar data.
For example, I want to set up a “Cost per click” campaign in Google Adwords using searches for keywords as the trigger that generates my ads. I create the the law firm advertising campaign and give it a name. Then I write ads that include the keywords chosen and run the campaign. After several days, I rank the keywords based on impressions. (Google has a tool called Adwords Editor that allows users to do this) I do this to determine what Google thinks the keywords are that will generate money for them. After all, this is a partnership between the advertiser (Us) and the media (Google Search). We depend on them to show the ads when certain keywords are used in searches.
So we have a list of keywords with impressions. I then look at the clicks these impressions have created. If I don’t have many impressions, then the keywords are not a highly searched term or the bids for clicks for the keywords is not high enough.
If there are impressions, I am testing the ads ability to appear according to Google’s algorithm. If I have some impressions, but not many clicks, the only way to improve this is to improve the quality of the ad.
Quality of the ad? You ask as I did, Quality of the ad? What does that mean? My answer is this, “Does the ad cause someone to click on the ad?” If it does then good, if it doesn’t, I kill the ad and write another one and test it. The only way to know this is by organizing the data.
Keywords are set up in Google and Bing. But how do you organize data like this for a Broadcast TV buy? Well it’s a process as well. If you run an ad on TV ad and it generates leads, then you could assume you could run the same ad on another TV station and get similar results. That depends. This opinion deserves to be tested.
Our answer is maybe. Here’s why. In a Pareto dataset 80% of the leads generated are originate from 20% of the sources. So by organizing the data, a savvy marketer can determine these golden sources of leads.
Savvy marketers measure the results of their ads not worrying about opinions. They test to find responses.