The legal services industry is undergoing a massive overhaul in 2012-2013 with a ban on referral fees and the introduction of Alternative Business Structure's. As a result there are an increasing number of firms looking to generate their own sources of leads. Read our latest white paper outlining how you can make the most of PPC as a source of leads.

1. Top Notch Legal PPC

2. The Changing Legal Landscape
• Ban on referral fees
1 • Introduction of Alternative Business Structures
• Firms are increasingly sourcing leads directly
2
• A large number of firms have identified PPC as a key lead generation
3 channel.
• Increasing number of quality PPC competitors
4
• PPC inflation with higher CPCs & CPLs
5

3. CPC Inflation Driving CPL Inflation
Legal Market CPC's
£25
£20
£15
£10
£5
£0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
PPC & site must be focussed to deliver ROI

4. Google Confirms Inflation
* Google Data, 2012

5. …With Medical Negligence the Worst
* Google Data, 2012

6. Ten Top Tips for Legal ROI in PPC

7. 1. Get a Great Website

8. 2. Tight Keyword Selection to
Play to Strengths
Location
“Solicitors in
Manchester”
Specialist
B2B
Location
Search “Intellectual
“Divorce
property
solicitors in
solicitors”
Manchester”
Specialisms
“Motorcycle
accident
compensation
solicitors”

9. 3. Go Granular
Client X has campaigns to cover:
• Generic search phrases
• Regional targeting
• Specialist service areas
• Mobile
• Tablet
• “Birth injury solicitors” campaign structure
– 1,336 relevant keywords
– Run with 3 match types for all keywords
– Subdivide keywords into 30 adgroups
– Run 2+ bespoke adtexts per adgroup

10. 4. Make Ad Text Count
Don’t use
generic ad
texts!
Locations
Client
Quotes
Sitelinks
&
Reviews

11. 5. Google is Going Social

12. 6. Don’t Forget Bing & Yahoo
Source Clicks CTR % Avg. CPC Client Cost Avg. Pos. Leads Cost/Lead
Google 7,185 1.40% £5.96 £42,820.55 3 363 £117.96
MSN 1,371 1.98% £4.09 £5,605.91 1.9 71 £78.96
Total 8,556 1.47% £5.66 £48,426.46 2.1 434 £111.58
Source: Legal Client X,Y & Z Jan-Sep 2012

13. 7. Don’t Miss Out on Mobile
Device Clicks Avg. CPC Client Cost Leads Cost/Lead
PC & Tablet Campaigns 6,261 £6.05 £37,860.24 327 £115.78
Mobile Campaigns 924 £5.37 £4,960.32 36 £137.79
Total 7,185 £5.96 £42,820.55 363 £117.96
Source: Legal Client X Jan-Sep 2012 Google Data
Device Clicks Avg. CPC CTR % Client Cost Leads Cost/Lead
PC & Tablet Campaigns 14,119 £1.35 2.84% £19,044.42 4737 £4.02
Mobile Campaigns 10,551 £1.17 5.21% £12,315.50 4104 £3.00
Source: Sub Prime Loan Client X Sept 2012
Currently we are generating c. 10% of legal leads via mobile but
in other markets its grown to nearly 50%.....Get a great mobile
site

14. 8. Content & Display - Beware

15. 9. Remarketing

16. 10. Accountability
Basic Tracking
• Direct PPC tracking vs. contact forms
• Goals in analytics to measure effectiveness of all sources
Advanced Tracking
• Refids to generate unique reference numbers (URN) &
unique telephone numbers (UTM) for all traffic sources

17. Summary & Questions
• Legal PPC is increasingly complex – a
focussed approach is required
• Keep improving & developing campaigns
to outperform the PPC “herd”
• Questions?