Success Stories

Relieving Manual SEM Management Tasks

Introduction
Anish D. Shah is Managing Director of LegalFish, LLC, (http://www.legalfish.com) a nationwide online attorney-client matching service that works with more than 500 attorneys across the country in many different areas of law. When a potential client comes to his Web site looking for legal advice on a specific topic, LegalFish gathers their relevant information - such as geographic location and legal issue - and refers that Web site visitor as a lead to one of the LegalFish member attorneys to follow up with. In order to better match potential clients to their attorneys, and capture the maximum amount of leads for member attorneys, LegalFish launched a large pay-per-click campaign consisting of thousands of keywords to cover as many locations and specialties as possible.

Situation
Every week, LegalFish managed its own SEM activities, which included daily analysis, bidding, monitoring ads, and refining and updating bids. Anish discovered that these time-consuming PPC management activities crowded out functions core to growing his business, such as customer service, additional marketing and online content development. Anish wanted both to increase the site's traffic and conversion rate - that is, the number of leads referred to member lawyers - yet also to reduce the cost of acquiring those leads without increasing his management time.

After watching an online demonstration for Adapt Technologies' WebVisible Enterprise, Anish felt this was just the sort of software he needed to take the burden of PPC management off of his team's shoulders.

Solution
Within only a couple of hours of subscribing to WebVisible Enterprise , Anish had set up his account and the software had retrieved and analyzed his campaigns' past performance data. WebVisible Enterprise automatically analyzed his campaigns' historical keyword performance based on his stated Target Cost Per Acquisition (CPA) and made recommendations for optimal per-keyword bid updates - tasks all previously done manually by Anish and his team. WebVisible Enterprise also allowed him to set up Target CPAs according to legal specialty or practice area - such as family law, personal injury, criminal defense, etc. - a strategy which was right in line with his campaign optimization goals.

When WebVisible Enterprise made recommendations, Anish could disregard or implement them through the application interface. The Editable Bids feature allowed Anish to alter these recommendations by entering more precise bid amounts, which the application then submitted directly to Google or Yahoo. Using the ad optimization feature, he also evaluated the suggestions as to which ads would be more effective at driving conversions to further improve campaign efficiency.

After gaining confidence in the recommendations from the software, Anish set his account on Auto-Pilot so that the software now automatically implements all bid recommendations rather than awaiting Anish's manual approval. Anish now relies on WebVisible Enterprise to automatically analyze and modify most of his per-keyword bids every day, saving even more time.

Results
Since he began using WebVisible Enterprise for his paid search campaigns for LegalFish, Anish has seen a significant increase in traffic on the LegalFish site, as well as a greater number of leads generated by his campaigns. He still checks his WebVisible Enterprise account daily to monitor performance data, but he doesn't spend nearly as much time analyzing and managing bids as he used to - only a few hours per week now -- and he no longer performs manual calculations. The optimization of his search campaigns by WebVisible Enterprise has increased efficiency in the operations of LegalFish, leaving Anish and his colleagues more time to spend creating strategies that move the organization ahead.

To learn more about LegalFish, visit http://www.legalfish.com.