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4 Common Mobile PPC Advertising Mistakes and How to Avoid Them

October 5th, 2015

If you’re not currently seeing the results you want from your PPC campaigns, or are ready to take your digital advertising efforts to the next level, mobile PPC is an important step in growing your business’ online presence.  With over half of all search traffic coming from mobile devices, running mobile ads is rapidly becoming an essential component of successful digital advertising campaigns. Here at Webrageous, our clients have had immense success running mobile PPC campaigns, especially in industries for which the desktop PPC space is plagued by expensive CPCs and high competition for the best ad placement.

Advertiser Beware: Avoiding Common Mobile PPC Mistakes

Unfortunately, running successful mobile PPC campaigns isn’t as simple as turning on mobile for your existing desktop PPC campaigns. Mobile advertising is a whole different ballgame from traditional desktop advertising, and the best mobile PPC campaigns are those that capitalize on the unique advantages of the mobile space while accounting for its potential drawbacks. If you treat your mobile campaigns as just another branch of your desktop campaigns, you will most likely see poor results. But by taking a few steps to optimize your mobile PPC campaigns, you can see great returns on your mobile ad spend. Here are four common mistakes that advertisers often make when advertising on mobile, and how you can avoid them yourself.

Mistake #1: You Haven’t Written Mobile-Specific Ad Copy

While the character limits of mobile and desktop ads are technically the same, the way ads are displayed on each platform can impact the overall performance of your ad copy. Since mobile screens are smaller, your message on mobile platforms needs to be especially clear and to-the-point. It’s also important to craft CTAs specifically for mobile platforms.  For example, up to 70% of mobile device users will call a company directly from their device, which is not often an option for desktop and laptop searchers. Since mobile searchers are far more likely to make phone calls to your company when they’re browsing from their mobile device, well-written mobile ad copy often includes a phone call-oriented CTA. You can also combine pithy, relevant messaging with corresponding ad extensions such as the click-to-call extension to give your ad copy a bigger boost.

Mistake #2: You Direct Mobile Searchers to Desktop Landing Pages

As with ad copy, desktop landing pages are often customized to work best on larger screens. Unfortunately, the same elements that make for a high-converting landing page on desktop can kill its performance on mobile, as those large landing pages often look awful or load slowly on mobile. To make sure that your mobile viewers convert once they hit your landing page, make sure to optimize your mobile landing page for their screen size and capabilities — that means no Flash, no slow-loading images, and no tiny text.

Mobile landing pages should be short, sweet and straightforward. Keep text and images to a minimum to help viewers hone in on your core message and CTA. Above all, mobile landing pages should be thumb-friendly;  minimal input fields and large, easy-to-press buttons and links work great. We’ve found that a single, easy-to-act on CTA, such as pressing a large “Call Us Now” button, is the best way to ensure that mobile viewers convert.

Mistake #3: You Aren’t Taking Advantage of Mobile Ad Extensions

Ad extensions are a simple, easy and cost-effective way to drastically improve the performance of your mobile ad campaigns. These simple plugins add user-friendly functionality to your ads, and there are a wide variety of extensions available to achieve different purposes. For instance, you can add a Google Maps link to help customers find directions to your storefront. One in three searches on Google is local, and with as many as 78% of local mobile searches ending in a purchase, giving searchers the ability to find your store or office can garner great results. Another effective ad extension adds a “Call Now” button and your phone number to your ads, making it easy for mobile users to make calls directly to your business. No matter which ad extensions you use, they can help you make the most effective use of your advertising space and get the best returns possible from your mobile PPC campaigns.

Google is actively encouraging mobile advertisers to use ad extensions in their mobile ads. As a results, using ad extensions can also give your Quality Score a boost. This means that, in addition to providing great functionality to your ads, utilizing ad extensions can be an effective means of improving your ad placement and lowering your CPC on mobile.

Mistake #4: Your Analytics Aren’t Mobile-Focused

So you’ve got your mobile PPC campaigns up and running. But are you sure you’re measuring your results correctly? User behavior on mobile often differs from desktop browsing habits, and as a result mobile ads tend to perform somewhat differently than their desktop counterparts. For instance, studies have shown that the mobile CTR rate drops off 45% faster in lower positions than on desktop. If you’re used to thinking that lower ad positions are “good enough” on desktop, you’ll be putting yourself at a huge disadvantage when you venture into mobile PPC.

You can get better insight into the performance of your mobile ads by tracking them correctly. We recommend you always segment out your mobile and desktop campaigns in Google Analytics so you can understand your mobile ads performance more accurately. Taking into account mobile-focused metrics that matter to your business — such as phone call conversions — is another significant part of developing good mobile analytics practices. Learning how to measure and react to your mobile campaigns’ performance takes time and knowledge.

Get Expert Mobile PPC Campaign Management

A PPC strategy that doesn’t include mobile ads is an incomplete one. Make sure that your strategy is strong and successful by implementing mobile ads. Webrageous has years of experience developing effective paid search marketing strategies and has been helping companies optimize their mobile PPC campaigns since mobile first became available to advertisers. Contact us today and learn more about how Webrageous can help you develop your PPC strategy to get the best results for your organization.

Best Practices for Running Call Only Ad Campaigns

September 28th, 2015

With smartphones becoming more and more pervasive in many people’s lives, consumers often look for ways to get in touch with the businesses they’re interested in as quickly as possible. Studies indicate that when given the option to call, up to 70% of searchers on mobile devices will call a business directly from their phone. Earlier this year Google launched the option to run call only PPC campaigns with Adwords. This highly specific ad type provides businesses with a way to encourage direct interactions with customers. If your business’ ultimate objective for your PPC ads is getting prospective customers and clients to call you, then call only ad campaigns can help you connect with customers more effectively.  However, these ad types require some special considerations in order to perform at their peak. If you’re considering launching a call only campaign, here’s what you need to know to make sure your PPC performance meets its potential and keeps your phone ringing regularly.

The Challenges and Benefits of Call Only Campaigns

Unlike traditional text-based PPC ads, call only ads feature your phone number, a business description and a prominent “call now” button. They’re formatted to work best on mobile devices and are a great option for businesses who value phone calls over website clicks. Call only campaigns can be a great asset to your mobile PPC campaigns — one study by Invoca showed that ads that featured prominent phone numbers had a 250% increase to their average click/call rate.

Unfortunately, call only campaigns aren’t always quite the magic bullet they might seem to be. After switching to call only campaigns, you’re likely to notice a higher CPC than you paid with simple text ads. They can also have a lower CTR rate, as they don’t emphasize site visits as much as their traditional alternatives. However, despite these challenges, a well-managed call only PPC campaign can garner great results for your business in ways that count. Follow these five best practices for creating call only campaigns that can help you boost your CTR without running your PPC budget into the ground.

Best Practices for Call Only PPC Campaigns that Convert

1. Don’t Rely On Broad Match Keywords

To get the most out of your call only campaigns, you need to be sure that your ads are reaching highly qualified viewers. Broad match keywords can be a great tool for casting a wide advertising net, but they don’t work as well when you want to hone in on your best prospects. Broad match modifier, exact match, and phrase match keywords can bring much better results for call only campaigns. We’ve also found that carefully cultivating a list of negative keywords based on research can help you cut the fat and ensure that your ads aren’t served in the wrong context. As a result, you can be sure that your ads are reaching a qualified audience that is more likely to convert.

2. Run Call Only Ads During Business Hours

If your CTA involves a phone call to your office and you aren’t there to pick up the phone when prospects do call, your ad campaigns will be for nothing. Since call only ads are inherently time-dependent, it’s important that prospects see your ads when you’re ready to speak with them. Adwords lets you select ranges of time when you want your ads to run, so you can make sure that your ads are served during business hours. That way when those calls come in, you’ll ready to answer them. You can also set up call forwarding with Adwords to make sure that callers can reach you easily whether you’re on the go or in the office.

3. Include a Targeted CTA

Including a CTA that is tailored to your target objective can help ensure that prospects take action. For call only campaigns, that means crafting action-oriented CTAs that help inspire searchers to call you, such as “Call Now for Free Consultation,” “Free Case Evaluation Call Now,” or “We Are Ready to Help — Call Now.” With a clear CTA you’ll have a better chance of getting great results from your call only campaigns.

4. Improve Your Quality Score

One of the potential downsides of call only campaigns is that they can have a high CPC. As with traditional text ads, you can help keep high CPCs at bay by improving your Quality Score. Unfortunately, since your phone number takes up the headline in call only ads, you can’t optimize by putting a keyword in the headline. However, you can include keywords in your display URL and description. As an added benefit, improving your Quality Score also helps improve your overall CTR, giving you better results for your campaign efforts. There are a variety of other ways to improve your Quality Score — if you’re interested in getting your Quality Score as high as possible, Webrageous’ PPC team can help you find and eliminate weaknesses to help you hit your CTR goals.

5. Aim for the Top 2 Positions

It’s well established that the higher your ads rank, the better they’ll perform. Ads in the first position on Google search results grab up as much as 33% of search traffic, with the performance of each position below that degrading dramatically. This is especially true for mobile ads, where limited screen space means less room to make an impression. With only 1-3 ad spots available for mobile search, we suggest that you make it a priority to get in the top two ad positions.  Aim as high as you can and adjust your bids as needed to be in those positions and get more clicks.

Getting the Most Out of Call Only Ad Campaigns

Used correctly, call only PPC campaigns can be a highly effective and profitable tool to add to your advertising arsenal. But without experience, they can be an expensive and time-consuming drain on your resources. Be sure that you’re getting the very best results possible from your call only ad campaigns by letting Webrageous manage them for you. Our team has years of experience managing campaigns with Adwords and can navigate the challenging call-only space for you. Contact Webrageous today to see how we can bring you the results you want from your digital advertising campaigns.


Instagram Advertising Basics

September 23rd, 2015

Instagram advertising has been a great medium for small businesses in many verticals and especially in the fashion world from what I have seen. Small businesses have been able to make sales organically from Instagram and want to increase their exposure.

Lucky for those, Instagram has recently began rolling out advertising abilities to small businesses. This isn’t quite available to all advertisers yet, but you could be one of the lucky few ready to start now. If not, keep checking because you can be soon. So whether you can now or later let us give you the knowledge you need to start your Instagram advertising.

How To Start Your Instagram Advertising Campaigns

First off, to advertise on Instagram you’ll want to connect your Instagram account to your Facebook Business Page. You can do this by logging into your Facebook Page (not personal account) and click on Settings. Then click on Instagram. From here you will enter in your Instagram username and password to connect your account.

You do not need an Instagram account to start Instagram advertising. If you do not have one the handle (username) area will be grayed out and you will not be able to respond to or view comments on your ads. Although without an Instagram account you must still have a Facebook Advertising account setup. To connect Instagram to your Facebook Page follow the steps shown in the images below.
Instagram Advertising Setup

Connecting Instagram

Next, you have to use Facebook’s Power Editor in order to create ads targeting Instagram. If you have not yet used Facebook’s Power Editor, this is a great time to learn to. This will make advertising much easier for those that run large and even small Facebook campaigns. You can access Facebook’s Power Editor here

Create your new campaign. Make sure to have your buying type as Auction. not Fixed Price. Instagram only supports this and one of the following objectives:

  • Clicks to Website
  • Mobile App Installs
  • Video Views

So you must choose one of these to get your ads on Instagram. To create your new campaign, just click Create Campaign. See screenshot below. Once you have setup your campaign within Facebook’s Power Editor it’s on to creation of the ad set, see screenshot 2 below. Ad sets, if you are familiar with Google Adwords are the same as an ad group. Your ad set allows you to have a set of ads within a group that targets specific information such as demographics, interests, etc.
Facebook Power Editor

Facebook Power Editor
Within the ad set you will see whether you are eligible to run ads on Instagram. You will see this:
Instagram Advertising

To run an Instagram campaign by itself, just remove the checkboxes beside Audience Network, Desktop News Feed and Desktop Right Column. If you do not see Instagram in the placement settings, you are not yet eligible and should keep checking back to see when it does show.

I hope this article helps you to understand how to Instagram advertising works and increase your business’ ROI through online advertising. If you are ready to get started advertising on Instagram and need help from professional social PPC managers, contact us on the form below today for a consultation.

How to Create Lead Conversions

September 21st, 2015

Inbound marketing is a relatively new term in the marketing community and marketers are still fine-tuning their systems to fully use it to their advantage. The most essential element of the inbound marketing toolkit is the lead conversion process.

The conversion process is the bread and butter of any inbound marketing program. Without a seamless and fully-integrated conversion process you are basically wasting your time and money on efforts that will never convert into revenue. So it is essential that you take the time to convert those leads that you work so hard to bring to your landing pages. Once you get them to the web page that you want them on, this brings them to the conversion process so you can capture those lead conversions.

There are various methods you can utilize to bring your prospects to your desired landing pages prior to getting them to complete the conversion. You will want to subscribe to this blog as I will go in depth on each marketing channel in the weeks to come. For now, let’s make sure you understand how to complete the conversion process so you can capture those leads when they visit your landing page!

  1. Create an offer that is relevant to your contacts. Pay attention to where your contacts are in the funnel. Are they cold contacts? Then an eBook would be good to gain interest. Are they a current customer that you are trying to upsell? A relevant checklist would be good. Have they already showed interest in your product offerings? Offer them a demo or a coupon for enrollment!
  2. Host that offer on a thank you page and/or with a follow-up email. You must deliver the promised content once they submit their information to you. You can host your content on a thank you page or deliver it in a follow-up email. You could also deliver the content upon conversion by including a content link in the associated form in step 3.
  3. Create the landing page with an integrated form. There are many programs that you can create a landing page with, but the most important part is to integrate a form with the landing page that will capture those submissions! This submission form will direct the contact to the content whether it is hosted on a thank you page, delivered automatically through a content link, or delivered in an automated email.
  4. Then you will want to segment your acquired lead lists for email marketing purposes!

Now that you have completed and refined your conversion process you are ready to begin driving traffic to your website to generate those leads you worked so hard to convert. Webrageous can help you maximize campaign performance and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stay continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can grow your PPC advertising efforts successfully.

Should Ecommerce Merchants Opt for Shopping Ads Over Text Ads?

September 21st, 2015

While many companies use online advertising to promote products and increase sales, ecommerce merchants have the advantage of being able to sell directly to consumers online, adding another dimension to their digital advertising goals. If you’re an ecommerce merchant placing PPC ads via Google Adwords, you might not be taking full advantage of your digital advertising options. If you haven’t considered incorporating shopping ads (PLA) into your Adwords PPC campaigns, it’s time to reconsider your online advertising strategy.

Understanding the Ecommerce PPC Landscape

The two main digital advertising spaces that ecommerce merchants should be concerned with are text ads and shopping ads. You can manage both from your Google Adwords account, but they serve different purposes and are different in some key ways.

Text Ads – Text ads are the conventional text-only PPC ads you see with search marketing advertising campaigns. They include a link to your website or landing page, a few lines of copy, and perhaps a few other perks in the case of mobile ads. Text ads give you more precise, granular control over when your ads show up, but for many industries they can be highly competitive, and they don’t always stand out well in the sea of text people see in their search results.


Shopping Ads – Shopping Ads, also known as product listing ads (PLA), are a type of ad tailored towards online merchants. They include a product image and are driven by products and product categories, rather than keywords. For serious online merchants, this one of the best means of getting your products in front of people who are looking to buy them.

Text ads vs Shopping Ads Search


Do Shopping Ads or Text Ads Perform Better?

To get a better sense of how each type of ad performs, we pulled the numbers from one of our long-running campaigns for a client in the ecommerce space. The results are a fairly good representation of how most similarly structured campaigns perform. We found that the CTR was better for text ads, most likely because text ads give advertisers greater control over the keyword matching, so they were more likely to be a good fit with the search terms used by consumers. However, our client saw better conversion rate, conversion cost, and CPC with Shopping Ads compared to text search ads. The bottom line is that shopping ads perform very well for ecommerce.

These results line up with the digital marketing activities of some of the biggest online retailers. Walmart puts over 70% of their digital ad spend into PLAs, and companies like Best Buy, Staples and follow suit with PLA-heavy online advertising budgets. The question is, why are these shopping ads performing so much better than text-based PPC campaigns?

Why Shopping Ads Click for Ecommerce Ad Campaigns


1. Better Brand Recognition with PLA

Shopping ads win out when it comes to leveraging brand name searches. A recent case study for Heal’s furniture showed the benefits of leveraging your branding to get conversions. Heal’s, a well-established furniture brand, spent years sinking their digital ad spend into text ad campaigns that weren’t converting. Heal’s study showed that conversion rates for brand related searches are as much as 26% higher for shopping ads than for text ads. By focusing their advertising efforts on product listing ads, Heal’s was able to leverage their brand name to drive more sales. For merchants looking to leverage branded products to increase sales, PLA is a better option.

2. Spread Your Ad Spend Across the Buying Cycle

As purchasing decisions get more complex and expensive, consumers tend to spend more time researching and reviewing their options before making a decision. Oftentimes text ads land in front of searchers who are still in the early stages of the buying cycle, and who may not be ready to make a purchase yet. Since the people who are served PLAs tend to already be looking to purchase items, rather than just researching them and looking for information, they are a better bet when it comes to actually making a purchase.

3. A Picture’s Worth…

The benefit of the more visually appealing shopping ad format shouldn’t be underestimated. Studies show that people are 40% more likely to engage with visual content than text-only content, leading to a higher conversion rate for visually appealing ads. Another downside of text ads for ecommerce is that merchants have limited character space to describe their product. By providing shoppers with an eye-catching photo of your product, you can boost your descriptive power and compensate for having minimal text space.

Getting the Best Results from Your Ecommerce Ad Campaigns

Don’t start canceling your text ad campaigns quite yet. They’re a powerful, flexible way to reach buyers and still perform well when managed correctly. While many successful retailers are turning to shopping ads,, another huge online retailer, puts all their stock in text ads. Text ads are still a high-performing way to reach customers. Furthermore, if you move a very low volume each month, shopping ads aren’t always a great fit.

Text Ads vs Shopping Ads

However, for many ecommerce merchants, the importance of diversifying your PPC spend with shopping ads can’t be understated. Product listing ads provide a straightforward way for merchants to reach customers, and they can give your ad campaigns a big performance boost. Many large retailers have some level of a mix between the two form of ads in order to take advantage of both spaces.

The strongest solution for a healthy ecommerce PPC strategy is to employ a mix of shopping ads and text ads. Text ads give you more control over your audience, while shopping ads help you hone in on searchers who are ready to make a purchase. Balancing your advertising efforts between the two advertising methods can help you maximize your PPC results. By playing around with your ad spend for both PLA and text-based ads, you can find the right mix of each ad type to get the best overall returns for your advertising dollar.

Building Shopping Ads into Your PPC Strategy with Webrageous

Webrageous has extensive experience managing both PLA shopping and text ad campaigns for clients in a number of industries. If you’re interested in exploring product listing advertising options, we can help you determine whether shopping ads are a good fit for your company, and how you can incorporate them into your existing web advertising campaigns. With Webrageous you can find the right balance between shopping ads and text ads to make sure that your ecommerce business can stay competitive in the digital advertising market. Contact us today to see what our expertise can bring to your PPC campaigns.


Why Running Broad Keywords on Bing Ads is a Bad Idea

September 14th, 2015

For many advertisers, their PPC efforts begin and end with Google AdWords. But as the most popular search advertising platform, AdWords can end up being costly and time-consuming, especially in competitive markets like the legal and insurance industries. With up to 20% of U.S. search traffic coming from Bing Search, savvy marketers know that diversifying your PPC campaigns to serve ads on different browsers other than Google can help you reach an untapped segment of the market.

Running search ads with Bing Ads isn’t just a matter of recreating your Google AdWords strategy on a different platform, but many advertisers make the mistake of treating the platforms as interchangeable. By gaining a better understanding of how Bing Ads differs from Google AdWords when it comes keyword matching, you can help compensate for some of Bing’s shortcomings and improve your Bing campaigns.

Keyword Matching 101: Know Your Type

Let’s back up and review the different keyword matching types available on both Google and Bing’s PPC platforms. Knowing how the various keyword matching options work and how you can best use them is an important step in developing a comprehensive PPC strategy.

  • Broad Match: Broad match allows you to show ads to the widest group of searchers; when you use broad match, your ads can show up anytime someone searches that keyword, regardless of phrasing of his search. Casting a wide net can be a powerful tool, but it can also backfire by serving your ads to people who aren’t really interested.
  • Broad Match Modifier: True to its name, broad match modifier is a slightly more precise version of broad match. It serves your ads for people who searched for a close, but not necessarily exact, match to your keywords. This could mean matching “run” to “running” and “runners.” Broad match modifiers give users the benefit of the scope of broad keywords, but can also help to eliminate some of the inaccurate matches.
  • Exact Match: In the cast of exact match, the search query must exactly match of your keyword phrase, which is great when you’re targeting long-tail keywords and honing in on very specific keywords. However, because there are usually many variations on how people search for products and services, relying too heavily on exact match can prevent your ads from showing up when they should.
  • Phrase Match: As with exact match, phrase match requires your exact keyword to appear in the search query, but will also show up for searches that include your keyword with words before or after it. For example, your keyword “children’s books” would match with “buy children’s books” and “children’s books for sale” but not “children’s science books.”
  • Negative Match: Negative match prevents your ads from showing up when people search certain keywords. It’s commonly used to help hone search results by telling the ad platform know when it shouldn’t show your ads.  

The Downside of Broad Keywords

Broad keyword matching is the default keyword match type, and the type that reaches the largest, most diverse audience. This method of keyword matching allows you to reach a wide audience regardless of the exact phrase they use in their search, which lets you save time building lengthy keyword lists and trying to figure out how people might try to find your business. For instance, your keyword “dog food” won’t just get you results for people who search “dog food,” but also “puppy food” and “dog kibble.” However, you can also get inappropriate airtime for your ads — “dog sitting” and “Italian food” could also potentially come up when you use broad match keywords.

Fortunately for Google AdWords users, Google has a solution. When you run broad keyword matches, Google’s algorithm is smart enough to recognize when search query and ad combinations are a bad fit, then refines where your ads show up accordingly. Eventually, AdWords can stop those bad matches before they occur, so your ads are less likely to be served to people who were searching for something else entirely. It’s not 100% accurate, but, in general you can trust the broad keywords match tool on Google to still provide you with a lot of relevant matches.

Why Broad Keyword Match on Bing Ads Performs Poorly

Unfortunately for advertisers on Bing, the Bing Ads algorithm is not as advanced as Google’s. When you run broad keywords on Bing, you’ll still “match” with a large number of highly irrelevant search terms. While your ads might be getting a lot of impressions on Bing Ads, you might end up showing ads to people who aren’t interested at all in your product or services. On Bing, running broad match keywords can disastrous; you can easily burn through your ad spend on bad matches if you only use broad keyword matching.

Alternatives on to Broad Keyword Match

Running ads on Bing has a lot of advantages. It’s a less competitive market so you’re more likely to score better ad placement for less, and Bing’s platform gives advertisers a little more transparency and control in ways that Google doesn’t. The trick is finding strategies that leverage Bing’s strengths to your advantage, while compensating for its weak points.

While broad keyword match is the default keyword matching method, and in some ways the most straightforward PPC option for inexperienced managers, it’s important to remember that it’s not the only option you have as an advertiser. The most effective PPC campaigns use a combination of several keyword matching methods to ensure that your ads reach not only a wide audience, but an audience that is interested in your product or services.

Using alternative keyword matching methods to supplement or replace broad match can be a much more effective way of honing your campaigns and reaching the right audience with search advertising. However, because they are somewhat more complex and specific than broad keyword match, they can require a little more finesse and a stronger understanding of keyword performance to be used successfully.

Getting Better Results from Bing Ads

Running ads on Bing can be a great way to round out your PPC campaigns and reach a wider audience than with Google AdWords alone. Just as with Google AdWords, running successful Bing Ads requires a strong understanding of the nuances of the Bing Ads algorithm. No matter which platform you use for PPC, it’s important to remember that the algorithms are continuously changing and improving, so what works well right now might not hold true by next year.

Webrageous can help you maximize campaign performance on Bing and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stays continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can effectively leverage Bing Ads to grow your PPC advertising efforts successfully.

Why PPC Advertising is Great for Lawyers

September 7th, 2015

With an estimated annual spend exceeding $100 billion, the US legal market is thriving. But while there’s plenty of raw potential in the market right now, finding the people who are looking for your services can be challenging. Running advertising campaigns that promote your firm, help you connect with clients and ensure that you stand out from the competition can be a time-consuming and costly endeavor. And finding the right advertising medium can mean the difference between your firm thriving with the market’s growth, or falling through the cracks.

One of the most efficient advertising methods on the market is pay per click Internet advertising. If you’re looking to build your client base and spread awareness of your law firm, starting a PPC advertising campaign can be a highly effective way to see results. For legal specialists dealing with niche audiences and time-sensitive issues, such as pharmaceutical liability law and personal injury law, digital advertising is often the best way to reach customers because of the way it caters to the unique needs of the legal industry.

The Digital Advertising Space for Legal Industry is Already Mature

Nearly a quarter of the current advertising market is made up by Internet advertising. Within that space, the legal industry is one of the most profitable segments. In 2012, the digital ad spend for trial attorneys alone topped $52 million, and that figure has been growing steadily since then. Proof of the success of these advertising campaigns can be found in the high level of competition among legal industry advertisers. With the most competitive keywords consistently costing over $100 per click, pay per click advertising is  a lucrative space for law firms looking to build their business. By opting for PPC advertising, you don’t have to waste time and resources figuring out if your ads are reaching prospective clients. And while the most sought-after keywords can be very expensive, leveraging the experience of PPC experts keep costs down while still giving you great results.

Prospective Clients are Looking for Legal Services Online

Your clients are probably already using search to look for lawyers. Google is oftentimes the first place people go when they’re looking for legal advice. Up to 21% of people start their search for a lawyer using a search engine. By building an online presence, you can get exposure for your firm with the people who want your services.

In most cases, the goal of advertising for law firms is getting a prospective client to call or email for a consultation. By leveraging PPC advertising, you’re reaching prospective clients on devices from which they can reach out to you directly, which often leads to a high conversion rate. This holds especially true for mobile PPC advertising, where we’ve seen great results for our clients in the legal industry. Google AdWords has built-in tools to help facilitate these points of contact, including plugins that automatically include a “call now” button in your mobile ads.

Target Clients by Your Specialty

Unsurprisingly, most law firms who specialize in a specific space are  most interested in finding clients that need those services. To get the most out of your ad spend, you want to make sure that the people seeing your ads are a good fit for your services. The ability to pinpoint and target an audience is where pay per click advertising really excels. PPC advertising allows you hone in on keywords and phrases that relate to your specialty– that means fewer calls from people looking for divorce lawyers when you only deal in personal injury law.

Focus in On Industry Trends

You can also target searchers with the ebb and flow of trends. This is especially relevant for pharmaceutical liability law, where costs for keywords like “mesothelioma” or “Yasmin” can skyrocket overnight as the news cycle covers and highlights new cases, and can fade in popularity just as quickly. Navigating the changes to the market can be challenging and time-consuming, but can also give you first-line access to a fickle and continuously changing market. By working with a pay per click advertising team like ours with experience in pharmaceutical liability ads, you can harness the benefits of pay per click advertising while minimizing risk.

Find Clients Near Your Practice

The web is a big place, but PPC advertising helps make it a little smaller. For some industries, the location of their customers and clients doesn’t matter much, but for lawyers and their clients, proximity can make a huge difference. Geo-targeted PPC ads let you focus in on serving ads to potential clients in your preferred locations, whether that’s a specific neighborhood, city or state. That focus can help garner better conversion rates and high-quality prospective clients than non-targeted advertising methods.

Get the Highest ROI for Your Advertising Dollar with PPC

For law firms looking to optimizing their advertising efforts and get the most value out of each advertising dollar, PPC campaigns can provide great results. Inbound ad campaigns have been shown to deliver 54% more leads than outbound ad campaigns. And since you only pay for the people who actually engage with your PPC ads, your ad spend is closely tied to the actual performance of your advertisements.

Leverage Our Legal Industry Expertise for On-Point Pay Per Click Advertising

While PPC is an excellent space for lawyers to find new business, it can be a time-consuming and expensive endeavor. The legal industry presents a unique set of demands and needs that require specialists with extensive experience to execute campaigns to their full potential. For individuals and firms new to the PPC advertising game, it can be all too easy to lose valuable resources on PPC campaigns that don’t convert.

Webrageous specializes in legal industry PPC ad campaigns, making us a great resource for busy law firms who need high-quality advertising without a headache. Contact us today to discuss PPC solutions that will fit your needs and budget. We can get you started developing an effective pay per click advertising strategy with a great ROI.

Savvy Legal Professionals are Choosing Mobile PPC Over Desktop Ads — Here’s Why They’re Making the Right Move

August 31st, 2015

How much was your online ad spend last month? If you’re in the legal industry, it was likely pretty high. Did you see the results you wanted from your campaigns, or were you left with lingering doubts that you might have wasted your ad spend? Digital ad campaigns can be a highly effective method of building an online presence for your law firm and connecting with clients who need your services. But while PPC campaigns can successfully generate business for your firm, they can also be costly and ineffective when they aren’t implemented appropriately. We’ve found that law firms that focus their efforts on mobile ad campaigns can see much better results for their efforts, without breaking the bank.

The Problem with Desktop Ads

If you already have some experience with search advertising, it shouldn’t be any surprise that bidding on legal industry keywords can be expensive. In fact, when it comes to desktop PPC ads, legal industry keywords consistently rank among the most expensive keywords available. This is especially true for desktop advertising. If you thought that you might fare better on Bing, guess again.

The legal industry is a healthy, highly profitable space right now, and many law firms are rushing to build a digital presence and reap the benefits of running a successful PPC ad campaign. But desktop advertising for the legal industry is so competitive that it can be extremely challenging to get the exposure you want at a price point that fits your budget.

Switching to Mobile PPC: A Better Solution for Legal Professionals

The truth is, those big-ticket keywords on desktop ads aren’t necessarily going to be your best bet for getting more business. If you want your ad campaigns to translate to conversions, you need to focus on finding the right audience for your ads. Mobile devices now account for over half of the total browsing time in the U.S., making mobile users a lucrative but still largely untapped market for online advertisers. Because of the aggressive climate of desktop searches, we recommend that our legal industry clients explore mobile search ads as an alternative to traditional desktop campaigns.

Our Clients’ Results: Better Performance for Legal Industry with Mobile Ads

Webrageous has extensive experience managing PPC accounts for law firms, we’ve seen great results with mobile ad campaigns for our clients. If you’re still weighing the merits of desktop vs. mobile ads, here are some of the key takeaways from our legal industry clients’ campaign performance that might change your mind.

1. Mobile Ads Have Better Visibility

We’ve already mentioned that running mobile ad campaigns can help you reach a previously untapped audience of mobile users. But you’re also more likely to score better ad placement with a well-implemented mobile ad campaign. When it comes to ad performance, position matters. Over the past year, the average desktop ad ranking for our clients within the legal profession was 3.2. For mobile ads in the same industry, our average ranking was 1.5.

It’s important to remember that for every position your ads drop, you’ll likely to see a dramatic decrease in CTR. Better ad placement will help you improve your CTR. Since you’re more likely to score those top positions on mobile, you’ll have much more success overall by focusing on mobile ad campaigns.

2. Mobile Ads Convert More Effectively

Mobile ads simply tend to perform better. We’ve seen that mobile ads convert significantly better for our legal industry clients. While our desktop conversion rates generally hover between 2% to 5% — a range that conventional wisdom holds is a respectably successful conversion rate — our mobile ads averaged nearly 25% conversion rate in 2015. Well-designed mobile ads usually include a CTA specific to mobile devices, such as a phone number for users to call. Since users can easily contact your firm without switching devices or leaving their browser window, they’re more likely to actually call you when they see your ad on a mobile platform.

3. Mobile Ads Have a Lower Cost Per Conversion

Perhaps the most compelling argument for mobile advertising is a financial one. Because mobile advertising is a relatively new space, keyword bidding for mobile isn’t nearly as costly as it is for its desktop counterpart. This makes mobile advertising a prime platform for law firms to build an online presence and see the best possible return on their advertising spend.

Because mobile ads tend to have better visibility and a more compelling CTA, you’re much more likely to see positive returns on your ad spend on mobile. Our clients have experienced great ROI with their mobile PPC campaigns. When it comes to stretching the reach of your advertising dollar, mobile PPC is clearly the way to go.

Ready to Get Started with Mobile PPC?

Getting the right exposure can be challenging, especially if you don’t have extensive experience running search ad campaigns. If you’re not seeing the results you need to stay competitive, you may need a PPC overhaul. Webrageous has years of experience helping legal professionals achieve the ROI they want from their online advertising campaigns. No matter what your advertising goals are, we can help you develop a strategy that fits your budget and helps you see better results.

Why Mobile PPC is Where Your Ad Spend Needs to Be

August 3rd, 2015

Advertisers are often wary of mobile ads, but as mobile devices continue to constitute a larger and larger chunk to users’ browsing time, it’s become clear that running mobile ad campaigns should be a central component of your digital advertising strategy. Webrageous has seen great results with well-implemented mobile PPC strategies, and we’ve found that the best mobile advertising campaigns share a few key aspects.  If you’re not happy with the results you’re seeing from your current ad campaigns, it might be time to seriously consider a mobile-focused approach.

A New Market with A Huge Audience Share

Desktop PPC is expensive. The average CPC for AdWords keywords in the U.S. is between $1-$2, but in the most competitive markets, including the legal and insurance industries, top keywords can skyrocket as high as $50 per click. Because search advertising is a well-established, highly competitive market — Google rakes in $44 billion in ad revenue annually — running a successful desktop PPC ad campaign can eat up a significant chunk of your time, money and energy. With the financial stakes so high, finding ways to minimize the cost and maximize the success of ad campaigns is critical.

While desktop PPC is a somewhat saturated market, mobile PPC is still a relatively untapped resource for advertisers. People are using mobile devices more and more; in 2014 we hit the mobile tipping point when web traffic from mobile devices surpassed that on desktop. Simply put, if you’re not targeting mobile users with your ad campaigns, you could be missing out on a huge portion of your audience. But despite the fact that over 51% of  search traffic now comes from mobile devices, only 20% of Google’s advertising profits comes from mobile PPC ads. By focusing on optimizing your mobile PPC campaigns, you can take full advantage of this developing advertising space.

Developing Mobile PPC Ad Campaigns that Convert

Smarter Bidding Strategies for Mobile Ads

We’ve found that an effective way to optimize mobile ads starts with increasing bid modifier for mobile to focus bidding on mobile PPC and reduce desktop positions. Unlike the old days where you could just turn off desktop or mobile ads at will, Google doesn’t let advertisers go “all-in” with only desktop or mobile. As it stands right now, AdWords only allows advertisers to increase desktop bids by 300% for mobile. Conversely, advertisers can only reduce mobile bids by 90%, although this effectively “turns off” mobile ads. Your bidding strategy for mobile will make or break the success of your mobile PPC campaign, so it’s important that you maximize your mobile bids without wasting money on desktop ads.

To help maximize the mobile exposure your ads get, we have to work within the constraints of the AdWords system. We’ve found that a good approach is to take bids to the edge of that 300% limit for mobile. If we then pull back the base bids, we can reduce desktop exposure while simultaneously increasing the bid modifier for mobile. While it’s a tricky move to pull off correctly, our clients have seen a lot of success using this strategy.

Mobile-Optimized Landing Pages are Critical

It’s not enough to just start serving the same ads you’ve used for desktop on mobile PPC campaigns. Savvy mobile advertisers know that users on mobile devices have their own specific preferences and needs, so it’s important to be aware of the advantages and limitations of the mobile space to get the most out of your campaigns. For example, you may want to change your call to action to be mobile-specific. While desktop audiences have large screens, multiple browser windows and lots of storage space to work with, mobile device users have screen size, memory and attention limitations. However, they also have the ability to call you without switching devices. A CTA asking users to download a hefty whitepaper might work well on a desktop, but people using their smartphones to browse may respond better to a request to call you for more information.

Having a well-designed, mobile-optimized landing page is another critical part of getting a good CTR. A clean, easy to read layout and finger-friendly buttons make mobile landing pages more inviting. Poor load time can also be a major conversion killer. As many as 60% of mobile users wait 3 seconds or less for pages to load before moving on. Make sure that your mobile landing page is free of Flash elements and fussy graphics, which can slow down your load time, so your readers can get the information they want as quickly as possible.

Using Ad Extensions for Higher Quality Score

In addition to optimizing the look and feel of your ads for mobile, you should consider utilizing any relevant ad extensions for your mobile campaigns. These extensions let you embed information such as the location of your business or a handy “call” button directly into your ads. The format of these extensions is meant to be as user-friendly as possible, and because Google wants advertisers to use them, they’re incentivizing their use. When you use ad extensions, Google bumps up your quality score, which can lead to a lower average CPC and a better conversion rate in the long run.

Mobile PPC: A Smarter Approach with Big Potential Payoffs

We’ve seen great results with this method of mobile PPC advertising. But because optimizing mobile landing pages and executing mobile-focused bidding strategies can be more complex, running successful mobile PPC campaigns requires a watchful eye and experienced hand. Despite its growth, mobile PPC is still an evolving space within online advertising, and it’s all too easy to make the wrong move. Webrageous can provide years of expert management of PPC campaigns to help you get the most out of your online advertising spend.


60 Day Trial for Google AdWords management

July 29th, 2014

Webrageous is excited to announce a new 60 day trial for PPC management. We know no one else in the industry offering a free trial of this length for full-service Google AdWords management. Here are the details.