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Google Ads for personal injury law and other competitive niches: any best tips?
Posted by on March 9, 2021 at 3:34 amHey guys,
I’m working on some personal injury Google campaigns.
* It’s been quite tough to get form fill conversions. I also do the “call only” campaigns, with much much better conversion rate than form fill. In fact, according to my number crunching, the client would need a 6-figure monthly budget to reach their goal with form fill, compared to only mid 5-figure if with call-only campaigns. Is it the same situation with you guys?
* Each “call only” campaign has multiple ad groups with tightly themed keywords. Each ad group has customized ads. The overall campaign CTR is roughly 2% for the past 30 days. It’s been quite tough to consistently get the ads on position #1, despite bidding very high (I’m using manual bidding for now).
The call campaign has less than 30 conversions, so I don’t think the “Target CPA” or “Maximize Conversions” is appropriate at this time.
If using manual bidding, should I set the keyword bids to “est. first position bid” daily?
* For the call campaign, should I stick with manual bidding for now? Or Enhanced CPC may be? Or how about Target Impression Share?
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5 Replies
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Oh man, you gotta learn proper manual bidding, I do a lot of law firms and restoration companies, manual bidding saves me a fortune and higher conv rate.
..I’ll reply a real answer from my comp later it’s a lot to type lol
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Interested in hearing the “full answer” on this as well
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It sounds like you’re doing the right things. The legal space is frustrating, because you just don’t get the volume necessary for “data-driven” decisions, and you’re reliant on your gut a lot more.
* Make sure you know how valuable your call volume is. Use a service like CallRail to ensure you aren’t paying for hangups or calls from people who are already clients.
* Unfortunately, this space is head-term dominant. There are no ‘hidden gem’ long-tail keywords, and high CPCs are an indication of high value, so focus on those expensive keywords and don’t bother too much with additional keyword builds, other than maybe location modifiers.
* Keep your search ad copy simple. Don’t try to be cute, and don’t bother really trying to ‘differentiate’ because it’s a futile effort.
* Focus on conversion rate optimization. Again, because of low volume, you won’t be able to do much ‘testing’ but make sure your landing page is following best practices and is built to convert. Make different landing pages for different keywords, if possible.
* *Controversial: Don’t be afraid to test a conversion-based automated bidding strategy, even with low volume. Google has enough creepy signals on users to know who’s likely to convert, and you want to utilize that info – a related conspiracy theory of mine is that Google is intentionally giving clicks it doesn’t expect to convert to manual and max clicks bidders. You’ve gotta “optimize for conversions” if you want to get any of the good clicks nowadays.
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I’m enjoying this thread a lot ?
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Not really answering your questions here but just a recommendation if you aren’t doing it yet:
Take advantage of observations and bid adjustments. Add audience lists to all your campaigns. Review performance of audiences, demographics and detailed demographics, device, ad schedule, granular location, etc. at least once a month. You might not have luck finding cheap keywords but you may find a specific group to work for you and you can adjust your bids accordingly. You can also add negative bid adjustments if they are the other way around. This way you get to keep the same keyword-level max CPC bids but still have other adjustments in the background.
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