Avoid
Foreclosure Broward Case Study
Company URL: www.avoidforeclosurebroward.com
Situation:
Avoideforeclosurebroward.com was launched with the goal of
generating visitors to their site, specifically, new clients
looking for a local foreclosure lawyer. This was a brand new
site without any pre-existing traffic or brand name recognition.
Local PPC Advertising on Search Engines was identified as
the most significant and aggressive way to bring in new visitors.
Local By Locals instituted a three phase approach:
Launch
During the launch phase Local By Locals purchased very specific
keywords and aggressively geo-targeted the campaign, however
this caused the traffic volume to be very limited.
Expand
During the expansion phase, the keyword list was expanded
through keyword research, broadening keywords, and expanding
the geo targeting. This increased the number of visitors to
the new site but decreased quality.
Refine
During the refinement phase, Local By Locals met onsite with
the client and indentified the areas to improve on based on
the client’s knowledge and experience in their industry.
The main geo targeting included areas of South Florida that
the client felt were unnecessary and too far and included
areas where customers were not likely to come from. We needed
to look at tightening up the geo targeting, current keyword
list and overall structure of the PPC campaign.
Local By Locals knowledge of the local area and search marketing
combined with the client’s knowledge of his customer-base
allowed us to narrow the keyword list to those that were driving
quality leads, in specific geo-targeted areas leading to a
highly efficient PPC campaign. The specific refinement strategy
incorporated the following tactics:
- Remove broad keywords like mortgage law, foreclosure law
etc. that were producing high traffic volume, costing the
client money, but resulting in little to now leads
- Expand the negative keyword list by doing bi-weekly search
query reports and identifying irrelevant keywords that do
not pertain to the client
Use different match types on specific keywords to ensure
only qualified searches were seeing this client’s
ads
- Added multiple Ad Groups that include groupings of similar
keywords instead of having all keywords in one Ad Group
- Tested and optimized variations of ad copy by placing
the phone number in the description and using the dynamic
keyword insert function in the title
- Limited our geo targeting by excluding cities within the
South Florida metro area not covered by client
- Launched a new site, AvoicdForeclosureDade.com. We copied
the original campaign from AvoidForeclosureBroward.com and
adjusted the geo-targeting to match each domain
- Monitored and updated max CPC for top placement of high
performing keywords
Outcomes
- Being able to meet with the client’s onsite allows
us to reduce the optimization of campaign(s) to days instead
of weeks
- The goal was to eliminate showing up for keywords where
people are researching or looking for more information on
the law aspect, not necessarily lawyers who specialize in
this field
We saw an increase in the number of phone calls to the client
- Client reported a significant increase in business from
Google Adwords PPC campaigns
- Demographic targeting based on local location knowledge
led to more highly qualified prospects
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