Chris Bordato, Director of
Performance Marketing, LawDepot
LawDepot focuses on retention and a variety of marketing methods. Of all channels available, paid search is efficient, targeted, and cost-effective, especially for targeting customers in the U.S., Canada, UK, Ireland and Australia.
The LawDepot team recognized a strong paid search strategy was important to business growth. The channel drives a considerable percentage of their over 2 million website visits per month.
LawDepot came to realize that with Bing Ads, they could tap into an affluent audience that spends 32% more money online than average internet PC searchers. “We’ve always wanted to help that everyday person, those with estate planning needs, people managing rental properties, and small business owners,” says Bordato. “But we also skew a little bit older, due to the fact that usually after you have more assets — which take time to accumulate — you have more legal needs.”
“Looking year over year from this time in 2016, our Bing profits have doubled,” explains Bordato. He puts it down to a few reasons.
Describing it as one of the biggest changes in paid search this year, Expanded Text Ads have helped LawDepot increase their click through rates by 56%, while also reducing the cost per click (CPC) and cost per acquisition (CPA).
LawDepot witnessed increased click-through and conversion rates with Bing Ads account parity, a focus on keyword match type promotion and targeting, and leveraging Enhanced Sitelinks.
The housekeeping efforts and, as Bordato describes it, “a little bit of love and attention," have certainly paid off with impressive numbers in a relatively short span of time: 22% decline in CPAs, with a 22% increase in conversions.
"Yes, that 22% on either end has been fantastic to see," he affirms. "We are a profit-focused company, so that's exactly what we're looking for, bringing CPAs down while improving conversions."
Another contributing factor to LawDepot’s success is its focus on broad match modifier for casting a wide net and bringing in user queries. “We've been rolling out more broad match keywords to identify improvements. We utilize the different search term reports, and then start building things out, adding more long-tail keywords and promoting those real keywords, real queries that people are searching with.” This has enabled LawDepot to better target its users and refine its exact and phrase match keywords.