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TRANSCRIPT
Increasing awareness of Lexcel
Strategy to promote Lexcel online to buyers
of legal services
21 October 2015
Bryn Hughes – the Law Society
David Mooney – Search Star
Approach to paid search
campaigns for accreditations
Promoting accreditations online
• Paid search campaigns to
promote Lexcel is an
integrated part of our
approach to promoting
accreditations online
– Raise awareness amongst
consumers
– Drive return on
investment for
accredited members
Promoting accreditations online
• Paid search campaigns
running in Google and Bing
– Started on 28 May 2014
– Running 24 hours a day, 7
days a week
– 12% of traffic to Find a
Solicitor via paid search
Promoting accreditations
• Continual optimisation... test, measure, refine
– Starting point = trialled campaigns for all accreditations
– Optimising to do more of what works
– Two approaches to campaigns: Towns and remarketing
• Towns campaigns are based on the following formula:
Legal
issue Town Nearest accredited
practice
Promoting accreditations
Conveyancing
Criminal
Family
Immigration
Wills
Legal
issue Town Nearest accredited
practice
Conveyancing Quality Scheme (CQS)
Criminal Litigation
Children and Family
Immigration
Wills and Inheritance Quality Scheme
(WIQS)
Visitors to FAS
from top 1,000
towns in
England &
Wales
Promoting accreditations online
• Where are we sending visitors who click on our paid adverts?
Find a Solicitor (FAS)
‘Canned search results’ page
The Law Society website
‘Accreditation product’ page
Lexcel accreditation shown in FAS
• xxx
Promoting accreditations
• Why are we only focussing on online platforms?
– Catching prospective clients at the point of research with the
intention to buy
– Targeted, measurable return of budget
Conveyancing quotation Andover
Lexcel campaign objectives
Target buyers of legal services to:
1. Increase their brand
recognition of Lexcel
2. Increase their understanding
about Lexcel
3. Drive new enquiries to Lexcel
accredited practices
• Establish performance for Lexcel campaigns to set future KPIs
• Will inform the KPIs for our overall paid search campaigns
Approach to paid search
campaigns for Lexcel
Our starting point...
• Based on the learnings from other campaigns:
• People do not search for accreditation
– Quality of firm is assumed, not searched
• Promoting accreditation on its own is not enough
• We need to promote accreditation in a different way
• However...
– Locality is an important decision making factor in finding
help with their legal issue
Formula #1
Accreditation
Location
Formula #1: Grow local
• Target firms at granular, local level:
– Less competition, cheaper clicks, cheaper leads
• 100x more search volume for “solicitors in Bristol” vs. “good
solicitors in Bristol”
– Remember: People don’t search for accreditation
• People search for local firms:
Solicitors in Bristol
Formula #1: Accreditation + local
Use the call to action (CTA) text in paid adverts to promote
accreditation + local:
• Using ‘Lexcel accredited’ is effective at this point in the buying
process
• Gives options to A/B test
‘Find a Lexcel Accredited Law Firm’
‘Use Law Society’s Find a Solicitor’
more likely to get a click than... 3x
Formula #1: What are we doing right now?
• Campaigns set up to cover locations of all Lexcel accredited
practices:
– 1,600+(!) locations across England & Wales including
surrounding boroughs and towns
• Ad copy with clear CTA using ‘Lexcel accredited…’
– Includes different ad copy for mobile
• Send paid search traffic to ‘canned search results’ of Lexcel
accredited law firms in FAS or product landing page
• Using remarketing to ‘retarget’ (follow) visitors who have
seen/clicked on our ads with Lexcel banners adverts
Formula #1: Remarketing
• Around 30% of leads convert after the
first visit to a site
– People look around
• Returning visitors are 3x more likely to
convert...
– We retarget them to maintain top-of-
mind awareness
• Accreditation is effective in bringing
prospective clients back
– Make trust indicators (Lexcel logo) and
text prominent
Formula #2: Targeting legal issues
Accreditation
Location
Legal Issue
Formula #2: Targeting legal issues
• Longer tail search terms reflect the buyer’s specific need and are
likely to convert more (i.e. be clicked on more)
• Adding the legal issue into the formula helps to achieve this
• The trick is to balance search volume and conversion rate to find
the ‘long tail’ search terms
• For example...
less search volume than
50x ‘Family solicitors in...’ ‘Solicitors in...’
‘Family solicitors in...’ ‘Solicitors in...’
the conversion rate of
3x
Formula #2: What are we doing right now?
• Target both short tail and long tail keywords
– Accreditation + location
– Accreditation + location + legal issue
• Target five legal issues for Lexcel accredited law firms
– Conveyancing
– Family
– Wills and probate
– Immigration
– Criminal
Formula #2: Demographics for search
Accreditation
Location
?
Legal Issue
Formula #3: Demographics for search
• Google allows bids to be weighted differently against
different criteria
• Age and gender:
– 75% of leads driven by 35-54 year olds
– 18-24 provide just as many clicks as 65+
– Males drive 20% more leads than females
• Day of the week:
– Tuesday – Wednesday = best for traffic and conversion
– Sunday = visits are more valuable
– Friday = good for conversions
Performance of Lexcel
campaigns
4 - Performance
• Changing the formula has improved results:
Formula Performance summary
Formula #1
Accreditation
+
Location
• 400,000 impressions
• Decreased cost per click by half, as a result of targeting ‘long
tail’ searches based on location
• 12,000+ visits a month
Remarketing • 100,000+ impressions a month
4 - Performance
• Formula #2 is proving effective:
Formula Performance summary
Formula #2
Accreditation
+
Location
+
Legal Issue
• 84% improvement in click through rate
• 112% improvement in conversion vs. ‘accreditation + location’
• Increased monthly visits by 1,000
Results for September:
• Advert click through rate (CTR) = 2.1%
• Cost per click (CPC) = £0.81
• # completed enquiry forms on FAS = 55
• Conversion rate = 0.99%
Conclusions
• The formula seems about right
– Meeting the campaign objectives
– Effective way to promote Lexcel
• People want an accredited law firm - without explicitly
telling you it will influence their decision
• Longer tail targeting is effective for Lexcel:
– Locality - geographic granularity
– Legal issue – based on a specific issue (purchase intent)
Questions?
Bryn Hughes - The Law Society
• Tel: 020 7316 5503
• Email: [email protected]
David Mooney – Search Star
• Tel: 01225 583838
• Email: [email protected]