Case Study – Colombo, Hurd & Brandt

Colombo, Hurd & Brandt is a fast growing immigration law firm based in Orlando, Florida. Colombo, Hurd & Brandt were looking to generate targeted leads for their offices in Orlando, Miami and Kissimmee. The PPC account had been split into a number of campaigns which were set to target the particular regions for each office and the keyword list was packed with large amounts of relevant phrases. There was also a multilingual element to the account as Florida has a high proportion of Spanish speakers so a separate campaign had been created to target those potential clients.

Superficially the account was achieving good results; clickthrough was consistent throughout the account leading to good numbers of clicks and conversions. However to maintain the clickthrough rate bids were increasing and so cost was going up with no extra value from spend. The restructuring of the account centred on the separation of the existing ad groups into far tighter groups. This allowed adverts to be written that were tied in far closer to the search queries. The greater relevance led to better clickthrough rates which in turn led to better quality scores and therefore lower bids. Overall clicks rose dramatically with cost per click dropping back so that, although total cost was going up, the value derived from their PPC spend was far greater.

Clickthrough Rate

CTR – Increases led to quality score improvements

Cost Per Click

Cost per click – Dropping back down after consistent rises previously

With overall clicks up and the fundamental metrics showing solid improvement I could then concentrate on the most important aspect of the account - conversions. After all the ultimate aim of this PPC campaign was lead generation, without an increase here the extra clicks, even at lower cost, would be useless.

Clicks

Clicks – Increased rapidly after changes to account were made

Conversion tracking was introduced and we were able to make significant improvements to conversion numbers by ensuring that adverts were going to the most relevant landing pages rather than the home page and testing adverts for conversion rate. The impact of advert testing was not immediate but slowly we managed to introduce more effective adverts until we reached a point where daily conversions were double their previous levels.