A personal injury attorney wanted to increase awareness among its target audience and drive accident victims to their practice. They were spending a ton on Google Ads where the cost per click alone was $200/click. They knew they needed to implemented a more omnichannel solution and discovered geofencing as an ad on. They were not seeing success with their current digital advertising strategy so they enlisted the help of out team to more precisely target their audience and drive up the CTR they had been seeing from other vendors. We with some guidance, they reached out to our team for perspective.
In order to reach relevant consumers who likely just got into an accident, our team developed a comprehensive programmatic display strategy that included search retargeting at the keyword level, site retargeting and geo-fencing.
- Geofencing Marketing – Instead of solely targeting hospital systems and ER’s, where you tend to get a lot of waste due to the number of people who DID NOT get into a car accident but are at the ER center, we focused on just a few ER’s but centered the budget on geofencing towing locations and car collision centers where we have a higher propensity to reach our in-market target audience.
- Search Retargeting/Keyword Contextual – Given the high cost of retargeting and google ads specifically, we simply leveraged many of the high intent keywords like “car accident attorney” and used that for our keyword contextual campaigns.
- Site Retargeting – Google display network doesn’t allow for many PI Attorneys to retarget people who visited their website. But via our programmatic ad exchanges, we can. So, we implemented a retargeting strategy hitting people who visited the website and then left thus making their overall marketing work smarter for them.
- CRM Retargeting/Addressable Geofencing – Through a third party database, the attorney had contact details on individuals who got into a car accident. So we leverage addressable geofencing and crm retargeting to serve our ads to those individuals as well. This rounded out our omnichannel programmatic display marketing strategy.
With quick learning from the campaign launch, our team was able to increase and optimize the keywords blacklist specific domains to more precisely target consumers, and adjust the frequency cap to maximize budget and overall campaign effectiveness.
Through multiple tactics and optimizations, our team achieved a CTR of .1680%, exceeding the client’s goal of achieving the industry average CTR of .1%. We were also able to lower their cost per lead because of the site retargeting strategy we implemented, and they saw a noticeable influx of phone calls coming into their practice.