A Lead Generation Campaign Brings in 100+ Cases Since January w/ SEO and PPC Strategies
Client:
Georgia-based workers comp law firm joined Workers Comp Marketing Pros looking to drastically increase their case intake from internet marketing efforts. They were serviced by a large internet marketing company that (possibly) lacked workers comp marketing expertise and did not give the account necessary attention which led to sub-par case intake rates.
Total Addressable Market:
The client focuses strictly on workers’ compensation cases statewide. With this in mind, OTM identified the potential target market for top direct-response keywords.
Geographic Target: State of Georgia (21m Population):
The client focuses strictly on workers’ compensation cases statewide. With this in mind, OTM identified the potential target market for top direct-response keywords.
Keyword targeting: “Workers compensation” related queries
Keyword Targeting by Cities
Workers comp top direct response keyword breakdown by cities in the state of Georgia.
Solutions:
Workers Comp Marketing Pros rolled out a three-part campaign transfer: (1) website rebuild, (2) PPC campaign audit and revamp, and (3) SEO scale-up. In this case study I will focus on the highest impact activities which were PPC revamp and SEO campaign scale-up.
PPC Campaign Audit & Revamp:
To turn around the PPC campaign performance team implemented a full scope of campaign optimizations.
Ad group re-organization:
with exact match and phrase match keywords while separating geo-targeted terms. This improved targeting and ad relevance.
Customized Landing Pages:
To optimize conversion rates, customized landing pages were developed with a strong focus on compelling content and seamless user experience.
Adjusting keyword bids: Bids were regularly adjusted, lowering them for underperforming keywords and allocating resources more effectively.
Extensions and Refinements:
Various extensions, including image extensions, were added to enhance click-through rates (CTR). Furthermore, negative keywords were carefully reviewed and added to fine-tune targeting and improve overall campaign relevance.
Ad extension update including images to improve ad CTR
Device and Timing Optimization:
Devices were strategically targeted, with tablets and computers excluded to prioritize mobile users. Additionally, negative bid adjustments were applied on Fridays and Saturdays to optimize budget allocation during different time periods.
Bidding Strategy Experimentation:
Different bidding strategies, such as Target Cost-Per-Acquisition (CPA) and Target Search Impression Share (IS), were tested to identify the most effective approach for maximizing conversions.
PPC Results:
Workers Comp Marketing Pros rolled out a three-part campaign transfer: (1) website rebuild, (2) PPC campaign audit and revamp, and (3) SEO scale-up. In this case study I will focus on the highest impact activities which were PPC revamp and SEO campaign scale-up.
Conversions increased by over 400% throughout the optimization period.
The conversion rate experienced a remarkable boost of 263%.
Cost per conversion decreased by an impressive 81%.
Signed PPC cases since January: 53
Adwords spend (per month): ~$12,000.00
Cost Per Case: ~$1,358.00
SEO Campaign Scale-up:
When taking over the SEO campaign management from the previous company OTM had to rebuild the website due to site ownership issues. OTM rebuilt the website with state-wide workers comp SEO campaign needs in mind.
Website re-structuring to multi-location optimization:
Website's previous model was not suitable for state-wide keyword targeting. OTM team rolled out multi-location pages and expanded supporting content.
Poor domain rating:
When taking over the campaign website’s domain rating was 8 on a scale of 100. Currently, the best-performing workers' comp websites in Georgia had domain rating scores in the range of 20-30+. OTM team performed active link building that increased domain rating from 8 to 19 in a matter of six months.
Domain rating grew from 8 to 19 in less than 8 months (Screenshot from Ahrefs.com)
Screenshot from geo-grid ranking report showcasing top-3 rankings for workers comp terms in Atlanta, Georgia
Ranking keyword expansion:
When the client joined OTM the website was ranking in Google with approximately 900 keyword terms. For statewide workers comp law firms that is a very low number. Since OTM has expanded the website’s keyword targeting through publishing keyword-targeted content. The improvement is significant and the site is currently ranking for 3500+ terms.
SEO Results:
The ranking keyword count increased by 324%.
Domain rating increased by 10 points.
Generated organic leads at an all-time high.
Signed SEO cases since January: 46x
Monthly SEO retainer: $5,000
Cost Per Case: $652.00
Yes, the cliche phrase comes to mind, however, a $15k-$20k monthly ad budget is a sizable investment. As we can see from the case study numbers, once the campaign performance was dialed in the firm saw predictable case intake numbers.
In their case, this meant, every $20k spent in advertising brought back roughly 15x signed cases. In a matter of six months that’s almost 100x new customers.
What’s next for this client?
Maximizing return on SEO investment. OTM sees a large potential to double the case intake throughout the site. Currently, the majority of cases come from the Atlanta region while the firm is taking on workers comp cases statewide.
In addition, we’re testing Spanish keywords for PPC campaigns that we anticipate will yield even lower CAC (case acquisition costs).