Case Study: Legal Consultations Contextual Advertising

Task:

The website provides online legal consultation services. The specificity lies in the fact that consultations are provided not by the company itself, but by lawyers registered in the service, of which there are several thousand. Previously, another contractor set up an advertising campaign, but the budget was spent quickly, and there were few conversions (about 1 per day). The main task is conversions on the website.

Following the audit of the previous campaign, shortcomings in the setup became apparent:

poor grouping of keywords — 10 or more keywords were used in one ad;
insufficient negative keyword optimization, resulting in non-targeted traffic to the site, specifically visitors looking for free consultations;
dynamic headlines were not used in ads;
ad testing was not conducted;
extensions to ads were not fully utilized, etc.
Extensions to ads were created.

Therefore, it was decided to create new campaigns.

List of tasks completed:

Compiled a list of target queries to attract only targeted traffic.
Requests were divided into hot/warm categories. Hot queries included those phrases where words like “online”, “internet”, etc. appeared, implying a desire to receive consultation specifically in an online format. Requests were also separately divided into Kiev and Ukraine.
Detailed work was done on the list of negative keywords.
Ads were created, 2 for each key phrase. One ad used a dynamic headline to improve CTR, while the other ad indicated the consultation cost to attract the most targeted visitors.
Extensions to ads were created.
Campaigns were created in the Google Display Network and a Remarketing campaign to attract visitors who had previously visited the site.
Additional campaigns were added during the management process to attract traffic to articles and other projects related to the main site.
During campaign management, new queries were added, and the most conversion-oriented queries were transferred from warm campaigns to hot ones.

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Case study on promoting a legal consulting website

Setting up and managing contextual advertising for a legal consultation website