Company specializing in pay-per-click management for lawyers says that if firms don’t closely monitor their campaigns in the coming months, they could risk losing money due to the new Google Ads changes to phrase match/broad match modifiers.
(PRUnderground) March 4th, 2021
Due to new Google Ads changes, Webrageous, a pay-per-click ads management company for attorneys, is warning that 2021 will not be a year to put campaigns on auto-pilot. Rather, the company is urging constant vigilance in adjusting keywords, negative search terms and cost-per-lead to ensure continuing returns on investment.
With 20 years in the digital advertising industry, Webrageous manages Google Ads for auto accident and mass tort attorneys as well as other types of lawyers. Far from a one-size-fits-all company, they craft campaigns suited to law firms’ unique needs and audit them frequently to maximize results.
On February 18, Google made changes to two keyword matching options: phrase match and broad match modifiers (BMM). Their goal with this change was to “simplify keywords and make it easier to reach relevant customers.” But whatever Google Ads’ intent, Webrageous is warning that it could threaten law firms’ ROI if they don’t stay on top of their campaigns’ analytics.
“PPC managers for law firms will be busier than they are in most years playing whack-a-mole and killing search terms that aren’t working with the new changes,” said David Chapman, Webrageous President.
Chapman said that if a campaign’s keywords are primarily broad match, exact match, or modified broad match, they may not be affected significantly by the change, but those heavy on phrase match and broad match modifiers will likely need consistent adjustments.
Chapman shared the following ppc management tips for attorneys whose campaigns include a lot of phrase match and broad match modifiers.
- Watch negative keywords and add more of them to counteract phrases becoming more broad.
- Adjust bids as needed, including lowering the bid if the cost-per-lead for phrase match is starting to increase.
- Pause duplicates. As broad match and phrase match become one and the same, watch for duplicates and pause them as needed.
- Add exact match keywords now or later as needed.
In a high-turnover industry, Webrageous boasts a highly experienced staff with most account managers having at least five years of experience in pay-per-click. The consistency helps boost their client retention rate, which tops 85%. To learn more about Webrageous and their strategies for keeping up with the latest Google Ads changes, call 855-945-1596 or visit their website at www.webrageous.com.
Webrageous is a leading pay per click management firm in the United States. They are composed of PPC management specialists who take time to learn the needs of their clients. From there, they tailor a custom PPC plan for them.
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Original Press Release.