Beranbaum Menken

Beranbaum Menken

Identifying and Engaging Audience Segments with the Greatest Value

 

Challenge

Beranbaum Menken offers services across multiple legal practices and needed to identify the most cost effective use of their online ad spend to drive new business. Spark Growth created a search engine marketing campaign to segment the specific services offered, each with unique targeting strategies, to identify top performers and ultimately develop an on-going strategy to maximize ROI based on campaign results.

 

10

percent Ad Conversion Rate

30

percent increase in web traffic

30

percent increase in client contacts from the website


 

Action

  • Segments the practices into unique ad groups
  • Researched keywords to determine costs and budget allocation among ad groups
  • Collaborated the client to determine the average value of a lead from each section and developed an effective budget allocation with this in mind
  • Set up effective conversion tracking to determine top performing ads, and coordinating with the client to determine which ads are driving actual revenue
  • Adjusted the strategy to focus on the ad groups with the greatest ROI

 

Results

  • Increased web traffic by more than 30%
  • Achieved ad conversion rates of more than 10%
  • Drove a 30% increase in client contacts from the website
Category
SEM