Austin | Google Ads

Merging PPC & Marketing Psychology

[Austin | Google Ads @AustinPPC_]

A Google Ads Case Study 📈👨‍⚖️⚖️

How Defining Conversions, Hyper-Targeting, & Auction Manipulation Generated 5M+ In Case Value

The Scenario:
Law client in a very competitive market. Client has a history of spending ~5k monthly for Google Ads, but has never been able to scale past that mark efficiently.

The Goal:
Create 5x ROAS for 4 different case types.

The Solution:

Defining conversions
- We defined conversion values for the 4 different case types, & implemented correct conversions for phone calls and form submissions.
- Campaigns were segmented into case types, but more importantly by conversion value. Some of the case types depend on market conditions, so we monitor which cases are coming in, and if they are retained. This allows us to scale campaign spend up or down depending on which is generating more revenue at that time.

Hyper-Targeting
- After analyzing all of their past case data, we found which zip codes would be the most profitable to target, instead of targeting by radius or county. Now, we bid adjust by zip code depending on conversions, conversion rate, & CPC.
- Each case type was segmented by themes for each ad group. This, combined with a specialized copy for each ad group, along with City Keyword Insertion, produced a ridiculous 50% CTR for some ad groups.
- Looong list of negatives. Clicks are expensive for law, so we make sure to waste as little as possible. This means researching as many competitors as we can, and eliminating any research-related keywords.
- 1 phrase match ad group, with few keywords. Every other ad group is exact. This gives us room to find new keywords while staying focused on ready-to-convert users.

Bid Strategy
- We started with a Manual CPC bid strategy for all campaigns. This helped control costs while we found the most efficient keywords.
- After 20ish conversions for each campaign, we switched to Max Conversions. This worked great for 3 of our campaigns, but our most important case type would not spend what we wanted. So, I switched it back to Manual CPC & increased the Max bids to 200% our current Avg. CPC. This skyrocketed Spend, CTR, Imp. Share & kept conversions efficient. We were available in more auctions since we were able to spend what was necessary - but it only increased our Avg. CPC by 135%

The Results:
25x ROAS | $5M+ Generated Case Value

[Austin | Google Ads @AustinPPC_]

Learning the in's & out's of Google Ads is the easy part.

Strategy & experience is the hard part.

[Austin | Google Ads @AustinPPC_]

If your website is fast and has all of your products/services

you probably don't need to pay for a 10k redesign

Work on your offer, copy, and product/service details

Test test test

[Austin | Google Ads @AustinPPC_]

I used to work on freelance projects

Before work
During lunch
After work

Now I only work when I want

2 years of hard work can change your life for good

[Austin | Google Ads @AustinPPC_]

Learning the in's & out's of Google Ads is the easy part.

Strategy & experience is the hard part.

[Austin | Google Ads @AustinPPC_]

@lifemaximised I wish there was a way to exclude topics. I just scroll past as fast as possible

[Austin | Google Ads @AustinPPC_]

@lukebielb Love it. With less budget to invest, you must invest more time

[Austin | Google Ads @AustinPPC_]

@alexmcea If it's not the landing page/offer - I'd say audience mismatch or an overpromising ad. I would look to pre-qualify the audience with the copy

[Austin | Google Ads @AustinPPC_]

@AnthonyHigman For sure haha

[Austin | Google Ads @AustinPPC_]

If you can visualize a behavior - it will seem easier to do - & you'll be more likely to act on it

How can you start writing copy like this?

Turn vague tasks, into specific examples

Call Us Today -> Talk to a Lawyer Now

[Austin | Google Ads @AustinPPC_]

If your client desires impressions & spend

Write 3 RSAs (with different angles)

More inventory = more options for Google

[Austin | Google Ads @AustinPPC_]

Don't throw 10 different ad angles at users

Repeat the same angle in your ad copy

Users don't read, they skim

Say the same thing twice & users may only read it once

[Austin | Google Ads @AustinPPC_]

@AndrewLolk Love this idea. Full force on one project. I wonder how much this may increase creativity & speed. Would love to hear the results later 👀

[Austin | Google Ads @AustinPPC_]

If you've said what you need to say in your ad - stop

Don't shove in new headlines or descriptions if you've written a perfect ad

Add only what's relevant & different from what you already have

[Austin | Google Ads @AustinPPC_]

@IAmAaronWill Same haha I have to remind myself to turn it off

[Austin | Google Ads @AustinPPC_]

@JayMacBiz Undercharge is usually necessary to get in the game. Generating a volume of case studies is extremely valuable

[Austin | Google Ads @AustinPPC_]

Google: Don’t keyword stuff

*puts 13 keywords in ad*

Google: EXCELLENT

[Austin | Google Ads @AustinPPC_]

You finally find your car keys

You know that feeling

That’s how a perfectly crafted headline hits your readers

“Ah-ha, just what I’ve been looking for!”

[Austin | Google Ads @AustinPPC_]

I love seeing Relevance, Authority, & Urgency in a short ad

[Austin | Google Ads @AustinPPC_]

Reviews on a landing page are never optional

- Standard 5 star reviews with a short blurb (for the quick checkers)

- Longer form case study (for the deep researchers)

- Video review (for the watchers instead of readers)