We started our efforts by focusing on organization and structure. We strategically re-structured all active search, display, and paid social campaigns to better control spend, improve quality, and increase ad relevance. This included creating and activating new campaigns on channels that they previously turned off when the performance was not in-line with goals. We also opted into various betas and new technologies to further diversify the channels, and this allowed us to scale up quickly while refining performance across many campaigns.
We have worked diligently over the past 18 months to ensure that we are constantly pushing the limits of what we can spend while hitting profit goals, because one of Pond Lehocky’s largest goals was account growth. Strategic growth has stemmed from continually testing display ads and digital videos as well as expanding search and paid social accounts. We have improved targeting, ad quality, ad relevancy and conversion rates through extensive testing.
LANDING PAGE TESTING
Searchlogic designed and launched a lead capture website that improved conversion rates by 22%.
Pond Lehocky also wanted to track deeper into its sales cycle, which can be six months to two years long. We both valued the ability to optimize campaigns based upon true ROI and cost per client, rather than cost per lead. To achieve this long-term goal, we created a few proprietary tracking methods that push Unique User ID data into the customer relationship management (CRM)software and report closed transaction data back into the Analytics Measurement Protocol. This allowed us to track true ROI down to keywords, creative, ad groups and campaigns – and closing the sales attribution loop.
Increase in lead volume over 18 months.
Reduction in cost
Since our relationship started in 2013, Searchlogic and Pond Lehocky have worked diligently to achieve these results. They have expanded offices, grown by over 50 employees and are now one of the nations leading law firms in Social Security Disability.
“After seeing poor results with one of the largest SEM agencies in the Country, we were ready to give up on Paid Search. We hired Searchlogic as a final attempt to stay competitive in the SEM marketplace. Searchlogic’s results have been beyond our expectations since the onset of our relationship. In addition to the excellent results, we are happy to say that Searchlogic is a true partner of our firm. We look forward to continuing to grow with them”