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28
Jun, 2021
oppgen marketing clutch top ppc agency ohio 2021 featured image

By OppGen

Clutch Lists OppGen Marketing as a Top PPC Management Company in Ohio for 2021

During the pandemic, the internet has brought a whole new market. Digital marketing became the norm for a successful company. You need more exposure and more sales, and if you are not involved in this, your business will not grow in the future. How can you expect success from someone who only understands marketing? No worries, we are here to help you!

OppGen Marketing is a team of experienced professionals who work together to help you achieve your business goals. We have excellent leaders in finance, sales, marketing, and development. We develop ways to offer our highly strategic programs to startups and enterprises, which means our team strives to provide high-value products and services. 

With that being said, we are proud to announce that Clutch, the leading B2B platform, just recently listed our company as one of the Top PPC Management Companies in Ohio for 2021!

Clutch is a B2B ratings and reviews platform based in Washington, DC. Each year, they evaluate technology service and solutions companies based on the quality of work, thought leadership, and client reviews. They also recognize the highest-performing B2B companies by industry, service focus, and location every month. This is a milestone for OppGen Marketing to be acknowledged by this prestigious firm.

Here’s what our management team had to say about the award: 

This award serves as a great acknowledgement of our team’s continued efforts to help our client partners grow and win online through intent-driven lead generation marketing.

The whole team wants to dedicate and celebrate this significant recognition with everyone who truly supported and trusted us all the way. We thank our clients for their valuable reviews on our Clutch profile. Your words help us maximize our ability in providing quality and optimal solutions. 

Take a look at some of our 5-star reviews:

Do you want to grow your business over the internet? Drop a message. Let’s work together!

28
May, 2021
Google headquarters building

By OppGen

15 Important Google Marketing Livestream 2021 Updates

On May 27, 2021, Google’s annual marketing livestream aired, and with it came a lot of promising updates for the world of digital marketing.

If you missed the livestream, don’t worry — you can register to watch the keynotes and other sessions on demand.

But if you don’t have the time to sit through hours of video, that’s not a problem, either, because we’re recapping the most important updates to Google marketing that were announced during the livestream. If you have any questions about the livestream or anything else, contact us today.

Our main takeaways from #GML2021 were:

  1. Automation continues to be the cornerstone of Google’s innovation moving forward. With new products, like Performance Max, your customer journey will become more in focus to differentiate your business.
  2. Data measurement and privacy are a key focus for Google in order to protect consumers, provide clarity, and improve performance attribution.
  3. Expanding reach, across all Google properties, will become increasingly easier for advertisers. 

1. Customer Match Access is Now Available for (Almost) All Advertisers

Google is committed to opening its customer data to nearly all of its advertisers, enabling most advertisers to utilize first-party data (i.e., name, email, address, and phone number) in a privacy-safe platform called Google Match.

Customer Match lets you use both online and offline data to reach your customers across Google Ad channels, including:

  • Search
  • Shopping
  • Gmail
  • YouTube
  • Display

Customer Match works by letting you upload a list of customers you have compiled. Then, you’ll create (or update) a campaign to target the customers on the list. When these customers are signed in to their Google account, they’ll see your ads on any of the above channels. It will also allow you to use a similar audience targeting option, similar to Facebook’s audience lookalike option.

To start utilizing Customer Match, your account must have:

  • A good history of complying with Google’s policies
  • A good payment history
  • At least 90 days history in Google Ads
  • More than $50,000 total lifetime spend

We believe that it is likely that the last restriction will be lifted, but only time will tell if that is the case.

That said, we are excited about this change, especially because it opens up more doors to smaller businesses that could use access to first-party data to improve their campaigns. To learn more about how this could open up opportunities for your business, contact OppGen to schedule a free strategy call.

2. Performance Max Campaigns Can Improve Results Across All Google Channels

Performance Max is a new goal-based campaign type that lets performance advertisers have access to all of Google’s channels for a single campaign, including:

  1. YouTube
  2. Display
  3. Search
  4. Discover
  5. Gmail
  6. Maps

We expect this to be a great way to expand reach and a complement to keyword-targeted campaigns.

Performance Max is still in beta and will be leveraging automation, but that doesn’t mean you won’t be able to use it. In fact, there are still spots available to join the beta testing phase. If you’re interested in joining the beta testing phase, all you have to do is complete this form (or ask the marketing agency that’s in charge or your accounts to fill it out). The beta is only available to those whose goals are to generate leads or grow online sales without Google Merchant Center.

3. Set Up Enhanced Conversions for Improved Accuracy and a Privacy-Safe View of Performance

To ensure that your attribution reporting is accurate, you can now set up enhanced conversions for a more accurate view of performance that also keeps privacy safety into account (which is especially helpful now that fewer cookies are being used nowadays).

4. Get More Foot Traffic with Brand-New Local Ad Formats

Businesses focusing on driving sales to physical locations will have more Local ad formats to play around with, from optimizing for shop visits with video action campaigns to the ability to shop sales through Local campaigns. Another new service option that’s now available is pick up today for any retailers using local inventory ads. A pick up later option is currently in beta testing. Local businesses can also expect to test out some new Google Maps ad formats as well.

5. The Improved Google Insights Page Will Give You More Insights on Your Performance and Customers

Over the next few months, keep an eye out for some improvements to the Insights page. Google has announced the new and improved Insights page will add 3 new types of insights:

  1. Demand forecasts
  2. Consumer interest themes
  3. Audience insights

The updated Insights page can help you see current and potentially emerging trends and interests in products or services that could be relevant to your business. This can help you decide if there are any new services or products that you should start including as add-ons to what your business already provides based on these trends.

6. Expect More Robust, Data-Driven Attribution Reporting

Google will be adding more attribution reporting to its search, Shopping, Display, and YouTube ads channels. This includes data-driven attribution and integration of in-app conversions, too.

Data-driven attribution is incredibly useful because it can help you figure out which keywords, ads, ad groups, and campaigns were the most successful. This can help you better optimize your bidding based on performance data and choose the best attribution model for your business.

7. Optimize Lead Quality with the New OCI Helper Tool

Tracking online conversions is easier than ever before, but what about offline conversions? Thankfully, you can utilize the new OCI helper tool to implement offline conversion imports.

If you want to record a conversion that occurs offline, such as closing a sale over the phone or in-person, you can now include that information through 4 different offline conversion import options:

  1. Google Ads Conversion Import
  2. Google Ads Conversion Import for Salesforce
  3. Zapier offline conversion tracking
  4. HubSpot’s Google Ads optimization events tool

All 4 of these options can easily be done through Google Ads thanks to the OCI helper tool, so don’t be afraid to keep this information up to date with it.

8. Image Extensions Can Make Your Search Ads More Engaging with Appealing Visuals

Search ads won’t be text-only anymore! With image extensions, you’ll be able to capture prospects’ attention with detailed, relevant visuals that work well alongside the text ads.

You can upload a maximum of 20 different high-quality images that are relevant to your keywords, but be sure to follow the image extensions format requirements and guidelines to avoid getting your ad rejected at the quality and policy checks.

We anticipate that the addition of images will drive performance and be a great way to increase visibility.

9. Create Personalized, Relevant Ads with Ad Customizers

Ad customizers will adapt your ads at a scale based on what your potential customers and clients are searching for in real time. You get to define custom attributes, like product names and prices, and tailor these attributes, also in real time. Attributes can be created individually or from spreadsheets, making them highly relevant and personalized for your prospective customers and clients.

10. Maximize Value with Target ROAS Bidding

Now that Target ROAS bidding is now available for all advertisers using video action campaigns, it’s much easier to optimize your bids to maximize value. Target ROAS bidding will be opened to Discovery ads later this year. Your Target ROAS bids will be automatically optimized at the time of the auction, so you can tailor the bids for each auction as needed. It can be used for a single campaign or across multiple campaigns.

11. Keep an Eye Out for a Personalized Feed in the Google Ads App

Google Ads app users can expect to see new insights tailored to your business and content that can teach you how to meet your campaign goals. As a bonus, you’ll be able watch Google Marketing Livestream sessions from anywhere as long as you have your phone on you.

12. Hotel Ad Extensions Expand Reach and Help Your Business Recover from the Effects of the Pandemic

Google is progressively updating hotel ad extensions over the coming weeks. These extensions will help expand your reach to travelers. Combined with the fact that the COVID-19 vaccine has been distributed to a large portion of the U.S. population, more people will be looking to travel, so this is a good chance to speed up recovery from losses due to the pandemic.

And it’s not just hotels that will be getting a boost — so will vacation rental properties. (AirBnB owners, now’s the time to start getting into Google Ads if you haven’t done so already!)

Along with these amplified extensions for search campaigns, Google is also enhancing commissions (per stay) bidding to find more qualified customers looking for a place to stay at a lower cost.

13. Connect Your Google Merchant Center Feed to Showcase Your Products in Video Action Campaigns on YouTube

By connecting Google Merchant Center to YouTube, you can showcase your top products through video action campaigns. Google has said that we can expect to see this option available for Discovery ads in the coming months, so pay close attention to that.

14. Build Brand Awareness More Effectively with Video Ads

If you’re trying to build awareness for your brand, you can now do so more effectively with the TV in Reach Planner. This tool forecasts your reach and the frequency of how often your campaign will be delivered across TV, YouTube, and Google video partners.

You can expect more video reach campaigns to become available to advertisers across the globe, driving reach by combining different types of ads on YouTube and across Google video partners.

15. Share In-App Content and Products Through YouTube Ads

A new effective way to promote a new app (or one that could use some more users) is through YouTube ads. Feeds in app campaigns can display content that would be more likely to appeal to prospects who are more likely to be interested in your app.

Stay Up to Date on the Latest Marketing Updates with OppGen

OppGen, a national digital marketing company located in Columbus, Ohio, keeps its finger on the pulse of the latest updates in marketing. We hope this recap of the Google Marketing Livestream 2021 event keeps you informed and aware of the changes to come in the ever-changing world of digital marketing.

If you want to learn more about these updates and how they could affect your marketing campaign, don’t hesitate to contact us today. Alternatively, you can fill out our free digital audit so we can give you an idea of how your current marketing campaign or strategy can be improved.

19
May, 2021
doctor treats women's peripheral neuropathy pain in her foot

By OppGen

The Power of Paid Search for Peripheral Neuropathy

Start with Paid Search Marketing to Get More Peripheral Neuropathy Patients

Here are some reasons why you should contact OppGen to get more peripheral neuropathy patients with paid search marketing:

Paid Search is Keyword-Specific

Paid search is a highly effective bottom of funnel marketing strategy because it relies on prospects who are seeking out specific services using keywords you select. You can control the precision of these keywords and phrases to make sure you’re reaching the right audience.

Peripheral neuropathy is already a highly specific term that people who either have it or think they may have it will search for. Chances are more likely that you won’t end up chasing (as many) poor quality leads due to the narrower pool found at the bottom of the funnel.

You can even tailor the level of specificity by setting up the following keyword match types:

  • Exact match: Exact matches are pretty much what they sound like. They will only show your ad if the exact keyword(s) you’ve selected are used in a search. Your ad tied to the keywords “peripheral neuropathy” will only be seen by those who search those exact words (though plural versions of words and misspelled versions can result in your ad being displayed, too). Exact match is the least flexible match type.
  • Phrase match: phrase matches work closely to exact matches except it includes searches with words and phrases before and/or after the keywords you’ve selected. For example, if your keywords for an ad are “peripheral neuropathy,” your ad could be triggered when a prospect searches “peripheral neuropathy treatment” or “symptoms of peripheral neuropathy.” As long as your keywords are included in a search under this match type, they’ll likely be shown to prospects.
  • Broad match: Broad matches are basically the opposite of an exact match; they will trigger your ads as long as the keywords you’ve selected are included. This match type will also include related topics and other variations of the keywords. Searches that include keywords like “nerve damage” or “diabetic health problems” could potentially bring up your ads that are attached to the keywords “peripheral neuropathy.” 
  • Negative keywords: Negative keywords aren’t a match type, but they are important and still relevant to keyword match types. Negative keywords allow you to remove certain words from searches. If you wanted to have “peripheral neuropathy” but do not want your ad to show up for “peripheral neuropathy clinic,” you can make “clinic” a negative keyword, so any 

Paid Search can be Tailored to Certain Locations

If you want to find local prospects, paid search can be set up so ads are only displayed to prospects who are in a certain location. It can be as narrow as a zip code or as broad as states, countries, or continents. That way, prospects who are in that location are the only ones who can see the paid search ad and can click on it. In some cases, broader location settings can negatively affect your campaign because you’ll get poor quality leads who aren’t nearby and therefore won’t be able to go to an appointment they’ve scheduled.

Paid Search Makes Creating a Budget and Sticking to It Easy

Paid search is generally charged on a cost per click (CPC) basis, which means whenever a prospect clicks on your ad, you will be charged. How much the CPC is can vary based on several factors, such as:

  • Your industry and level of competition
  • Targeted locations
  • Device types (i.e., desktop, phone, tablet)
  • How much you bid on a keyword or keyword phrase (this determines your CPC)
  • Keyword match type

When you run a high-quality paid search campaign, Google may reward you with a lower CPC. It comes down to the Google Ads Quality Score of your campaign, which involves making your ads more relevant, using different landing pages for different ads, creating closely related ad groups, and adjusting your bids based on other criteria, such as location, devices, and the days you get more traffic, leads, and conversions.

If you’re ever worried about going over your budget, don’t be — you set your marketing budget and enter the amount you want to be the maximum you can spend in a set amount of time. If the next click would deplete your budget or go over your budget, your ads will not be shown until that set amount of time is up.

Google will not allow you to go over your allotted budget and will turn advertisements back on only if you adjust the settings or when the timeframe is over.

With a Good Strategy, Your Peripheral Neuropathy Treatment Can Get Higher Visibility Through Paid Search 

When compared to search engine optimization (SEO), an organic (that is, non-paid) search strategy, paid search ads can get you results in a relatively quick amount of time.

With a good marketing strategy, you can easily rank in highly visible locations on a search engine results page. It already helps that these ads are placed either at the top or very bottom of the page, which makes prospects more likely to click them. It’s just a matter of optimizing your campaign effectively and bidding well.

Harness the Power of Paid Search with OppGen

It can be difficult for clinicians to focus on managing a paid search campaign for peripheral neuropathy while treating patients. After all, their expertise is centered on treating peripheral neuropathy and other ailments, not on running a digital marketing campaign. 

Thankfully, we are here to help. OppGen is a highly specialized digital marketing firm that has helped hundreds of clinics throughout the nation generate high-quality leads using paid search and other medical marketing solutions.

If you are interested in learning more about what we can do to market your clinic’s peripheral neuropathy treatment program, contact us today for more information.

Further Reading: What is Paid Search?

Paid search is a form of digital advertising where search engines like Google or Bing allow people to advertise businesses, products, services, and more on search engine results pages (SERPs).

Paid search options for marketing peripheral neuropathy treatments and clinics include:

PPC Ads

Pay-per-click, or PPC, ads are placed directly on the SERPs and are listed at the top and bottom of the page. They look similar to individual search results, which makes it more likely for prospective peripheral neuropathy patients to click on the ad and convert. PPC ads are called pay per click because you will only pay whenever a prospect clicks on the ad.

PPC ads are incredibly powerful for lead conversion because they rely on specific keyword searches. This means that prospects are in the process of searching for peripheral neuropathy treatment options. These are high-quality leads that are more likely to convert as they are considered to be at the bottom of the marketing funnel. The farther down the marketing funnel a prospect is, the more likely it is that they will take action, such as scheduling an appointment with your clinic.

Display Ads

Display ads, unlike PPC ads, are not placed on SERPs; they also do not look like search results. Instead, you can find display ads on just about any website. One example of a display ad is a banner ad. These ads are placed on websites using context from a prospect’s searches and their browsing history.

Display ads are perhaps best used for remarketing (which is also referred to as retargeting), a strategy using clients’ browsing history and websites they’ve “bounced” from. A bounce occurs when a prospect goes to a website but doesn’t take any action. Within a remarketing strategy, display ads serve as reminders to the prospect to go back to that website and take an action. In the case of a prospective peripheral neuropathy patient, this may be filling out a contact form to request more information or to schedule an appointment.

19
Feb, 2021
google app

By OppGen

Local Services Ads: Google Screened vs. Google Guaranteed

What are Local Services Ads?

Local services ads are a relatively new advertising feature Google offers to specific industries and industry verticals to help them generate leads. Some of these industries and services include:

  • Appliance repair
  • Architects
  • Carpenters
  • Cleaners
  • Lawyers in the following practice areas: bankruptcy, business, contract, criminal, disability, DUI, estate, family, immigration IP, labor, litigation, malpractice, personal injury, real estate, traffic
  • Countertop services
  • Electricians
  • Event planners
  • Fencing services
  • Financial planners
  • Flooring services
  • Foundation services
  • Garage door services
  • Heating or air conditioning/HVAC
  • Interior designers
  • Junk removers
  • Landscapers
  • Lawn care
  • Locksmiths
  • Movers
  • Pest control
  • Photographers
  • Plumbers
  • Real estate agents
  • Roofers
  • Siding services
  • Tax services
  • Tree services
  • Videographers
  • Water damage services
  • Window cleaners
  • Window repair services

Note that this list is subject to change, and for further updates, we encourage you to review the official Google Support page for the most up-to-date information.

Because local services ads focus on generating local leads and because they’re newer, you’ll tend to face less competition than you would with a Google search ad campaign. One of the many benefits of this feature is that you are charged on a cost per lead basis rather than a cost per click. Google also allows you to dispute leads that fall through, are irrelevant, and/or don’t show up or aren’t available on the day they scheduled your service. 

Contact us to learn more about how Google Local Services Ads can be beneficial for lead generation.

Google Screened vs. Google Guaranteed: What’s the Difference?

Google local services ads often display one of two verification symbols: a green check mark or a green circle with a white checkmark in the middle. These are for two different types of verifications: Google Screened and Google Guaranteed, respectively.

These verification symbols inform prospects that these businesses have been vetted by Google and are some of the best options in the area. This instills trust, which in turn, makes prospects more likely to contact those businesses.

Google Screened

Google Screened is a type of Google verification icon (a green check mark) that shows a business has undergone certain types of background checks at both the business level and for the business owners, and in some cases, all of the professionals you work with.

Google Screened businesses must fall under the following industry verticals:

  • Law
  • Financial Planning
  • Real Estate

For your law, real estate, or financial planning business to be eligible for Google Screened, you must also have a Google review average of at least 3 stars.

There are also industry-specific requirements, which can be found here. One example of these industry-specific requirements is a background check on all lawyers who are working at a law firm. This background check would make sure the lawyer has not been disbarred from practicing law. Of course, this background check would not apply to a secretary or receptionist working at the firm, though they may have to undergo a criminal background check, as would all other employees.

The background check would also look for proof of a business license and related insurance, so make sure your business is completely up to code and following state and federal regulations.

Google Guaranteed

Google Guaranteed, like Google Screened, is another verification that Google uses. Both of these Google verification services require a background check and a Google review average of at least 3 stars. Unlike Google Screened, Google Guaranteed is available to more industries than the 3 Google Screened works with. It’s also been around longer than Google Screened — as of 2016, Google Guaranteed has

The main difference between these two Google verification services is that Google Guaranteed means that Google will refund a customer up to $2,000 if they booked services through a Google local services ad and were not pleased with the results.

Is Google Guaranteed or Google Screened Better?

Neither Google Screened or Google Guaranteed verifications are better than the other. Both of them encourage customers to click on the ad due to the verification screenings. The main difference is Google Guarantee’s refund and the industries each verification service covers.

Regardless of which verification you have, the main goal is to receive verifications from Google. These verifications inform customers that a business is trustworthy and worth booking their services as a result. That said, you should do everything you possibly can for your business to receive one of these two verifications.

This means being able for you, your business, and in some cases, your employees and subcontractors, to pass both civil and criminal background checks. Whenever you hire a new employee or subcontractor, you will need to have the Pinkerton Detective Agency, Google’s investigative partner, run a background check on them as well. This is a never-ending process, so make sure you’re up to date with all new hires.

Last but certainly not least, you must have a review average that’s at least 3 stars. That said, you need to encourage clients to leave reviews, and this may require you to ask them to leave a review at the end of an appointment or consultation. This also means you need to do the best possible work for your clients — something you should already be doing in the first place.

OppGen can help you develop a plan for getting more reviews from clients. Contact us to schedule a complimentary strategy session.

 

How Can My Business Be Verified by Google?

To start the verification process for either Google Guaranteed or Google Screened, you need to sign up for Google local services ads. You can start this process by claiming or creating a Google My Business listing for your business if you don’t already have one. (Google My Business is also very important for reviews — one of the most important aspects of being able to receive these verifications.)

Part of the local services ads registration process entails background checks — civil and criminal, and for some types of Google Screened background checks, certain professional qualifications.

Contact OppGen for More Information

If you need any assistance or guidance for setting up a Google local services ad account, don’t hesitate to contact OppGen today!  We specialize in digital lead generation for several specialized industries, from personal injury law to real estate and many, many more.

If you want to know where your business stands in the world of digital marketing and lead generation, fill out our free digital audit. We’ll review your strengths and weaknesses and can help you develop a successful strategy to generate more leads.

12
Feb, 2021
3 lawyers pleased with PPC cost per click

By OppGen

How to Improve Your PI Law Firm’s Google Ads Quality Score

Personal injury law is one of the most expensive and most competitive industries when it comes to the cost per click of a pay per click (PPC) search ad on Google. Generally speaking, law-related ads tend to have a higher cost per click as it is, but personal injury law firms in particular are still going to face an even higher cost per click.

Depending on your PI law firm’s budget, a single click from a prospect could result in depleting your advertising budget. This means it’s really, really important to have the right people clicking on your ads. But having a good Google Ads quality score can help with some of the cost as well as helping the right clients find your PI law firm. 

Learn more about how OppGen Marketing’s PI law firm marketing program can help improve your Google Ads quality score and lower the cost per click.

What is a Google Ads Quality Score?

A Google Ads quality score is a score that is meant to give you a sense of your PPC ad quality. The score works on a scale of 1 to 10, with 1 being the lowest score and 10 being the highest.

The quality score has 3 components:

  1. Landing page experience: Rates how relevant and useful your landing page is
  2. Expected clickthrough rate: Estimates how likely a prospect is to click on your ad (does not take ad position or ad blocking extensions into account)
  3. Ad relevance: Rates how closely your keywords match the message in your ads

The better the above components are, the higher your quality score will be.

How Can My Google Ads Quality Score Help My PI Law Firm? 

Because personal injury law is an expensive industry for PPC, you want to make sure your ad is being shown to the right person while making sure the CPC is within your budget.

Having a higher quality score can help your PI law firm have better ad placement and lower your ads’ cost per click, which will decrease your cost per conversion.

How Can I Improve My Google Ads Quality Score?

Use Relevant Keywords

The more specific you can be with your keywords, the better. General keywords can lead to your ad being shown to prospects who aren’t in need of your services, or are seeking something entirely different.

Pay attention to the keyword match types you’re using in your ad campaigns. It’s possible to have your ad displayed for searches that aren’t relevant if you’re using the default match type setting. The 4 keyword match types are:

1. Broad Match

Broad match is Google Ads’ default setting, and it can be used to reach the widest possible audience. With broad match, your ad can appear when any word in your keyword phrase, in any order, is searched. This means it’s possible for your ad to be displayed irrelevant prospects — a waste of your lead generation efforts and marketing budget.

You can, however, create a list of negative keywords to ensure this doesn’t happen (we’ll discuss more about negative keywords later), though you’ll likely have to research and continue to add to this list.

OppGen Marketing’s analysts will do the research for you as well as monitor your campaign. Contact us to learn more.

2. Modified Broad Match

Modified broad match gives you a little bit more control than the default broad match. It allows you to “lock” individual keywords in a phrase, which tells Google that the search must include that specific word. With a broad match, the phrase car accident lawyer could bring up your ad for any searches involving the individual words “car,” “accident,” and “lawyer” in any order.

With modified broad match, you could lock “accident” and “lawyer,” which would display ads to any searches that include those terms. The order of the words can change, though. So you could end up with clients who searched for motorcycle accident lawyer or lawyer automobile accident and found your website through an ad!

3. Phrase Match

Phrase match, like the modified broad match, gives you more control over who sees your ads. It has a higher level of control than phrase match, as it requires keywords to be searched in an exact order. Phrase match can include search queries that add extra keywords before or after the phrase.

Using the car accident lawyer search as an example, you could set those three keywords as a phrase. Prospects could pull up the ad when they search for car accident lawyer near me or columbus ohio car accident lawyer because the phrase car accident lawyer is used in the search.

4. Exact Match

Exact match is the most restrictive keyword match type — and here, restrictive is not a bad thing. It ensures that people searching for the exact phrase find your ad. If they search for car accident lawyer, and those words are what you have set as an exact match, then your ad will likely be shown to them.

It’s worth noting that Google has made some adjustments to exact match keywords, which allows them to display your ad when there are slight variations of your keywords. This includes making a singular word plural (car accident lawyers instead of car accident lawyer), certain synonyms (automobile accident lawyer instead of car accident lawyer), and variations that involve the same intent, are paraphrased, or are implied.

With exact match, you can anticipate a reduction in unwanted costs and higher conversion rates. While these are positive things, there are still some downsides to exact match.

The downsides to exact match are a reduction in traffic due to lower search volume. But for PI law firms, exact match keywords can be very useful for filtering out unwanted traffic and bring in those who are most interested and likely to convert.

Organize Keyword Groups

The way you group your keywords matters. It can help keep your ads more relevant to prospects’ searches. Consider organizing keywords by more specific types of personal injury law, such as keeping all car accident-related keywords in the same group. That way, if someone searches for a car accident lawyer, they aren’t going to find themselves looking at an ad that will lead them to your PI law firm’s FAQ page. Be sure to keep your keyword groups up to date and don’t be afraid to see if there are any new search terms that might be effective to add to your keyword groups.

Write Effective Ad Copy

Ad copy is super important. It’s what catches prospects’ attention, and you need to do it quickly and efficiently. Don’t make the ad too complex. Keep it simple. Focus on what makes your PI law firm better than your competitors. 

Don’t be afraid to change things up with your ad copy. Experiment with A/B testing to see which copy is more effective than others, then shift to the one that is doing better. A/B testing is a strategy in which you change only one part of an ad at a time. Too many changes at once makes it difficult to determine what exactly was effective and what was not. For example, you can start by changing the ad’s headline text. Google’s system rotates out ads within an ad group, so you’ll be able to determine which ad worked better. Then, you can use the same headline and change the body copy.

Last but most certainly not least, include a call to action. Do you want prospects to fill out a form? Call you? Make sure that your call to action is clear.

Optimize Landing Pages

You need landing pages that effectively align with what prospects are searching for. If prospects are searching using a phrase that might be on a Frequently Asked Questions page, then make sure your landing page is your law firm’s FAQ page. The content on the page should be useful as well as relevant.

Transparency is also important — your landing page needs to make it clear as to what it is you do. Share information about your services before going right to the contact form.

Your landing pages should load quickly and work effectively on all devices — desktop and mobile — and be easy for prospects to navigate. 

Essentially, you need to make sure your PI law firm’s landing page follows Google’s landing page experience guidelines.

OppGen Marketing develops landing pages that are made to improve conversion rates. Click here to request more information.

Add Negative Keywords

Negative keywords are not keywords that are inherently bad or… well, negative. It’s a term that refers to unrelated keywords that bring up your ad. For example, if you set up a broad search ad for car accident lawyer, your ad may be shown when someone searches for car accident on Main Street because both keyword phrases use the word car accident.

To avoid this, you can create a list of negative keywords on Google Ads to ensure that your ad won’t be displayed in searches containing those words. You’ll need to stay up to date on any possible queries that could include your keywords, especially in a broad keyword match type search.

Our analysts monitor your PPC campaign and can help your business stay updated about new queries and better keywords. Contact us to learn more.

Improve Your PI Law Firm’s Google Ads Quality Score with OppGen

OppGen is a highly specialized digital marketing agency located in Columbus, Ohio, that works with clients across the nation. We’ve worked with PI law firms and have lowered their PPC campaigns’ cost per click through our holistic, one-of-a-kind marketing strategies. All of our clients receive a different marketing plan based on their specific needs and goals. We will work with you to create that plan. Get started today by filling out our free digital audit or contacting us for more information.

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