The initial conditions of the campaigns were challenging because we were targeting business owners affected by COVID-19. There was a certain saturation in the media space of news, opinions, and data related to the virus. The virus fatigue combined with platform restrictions made it challenging to reach truly interested visitors. Despite this, we had good progress and recorded multiple engagements, visitors, and conversions, which signified an interest in legal help during the recovery process from COVID-19. The main challenge remained targeting at scale and driving statistically significant results faster.
With enough data, we eventually overcame the lack of audience segmentation and started focusing on the messages, with each industry having a completely different set of targeting criteria and corresponding creative assets. Brand IQ was able to define key metrics very well. With the gradual recovery of the economy from COVID-19, our client began shifting gears toward areas unrelated to COVID-19. We built on the experience and saw significant decreases in CPC, especially in search advertising. The inclusion of social media resulted in relatively low interaction costs and boosted website traffic. During all campaigns, we defined conversions as calls or form completions. Although both methods are not perfect due to the nature of the client’s business and the fact that this method does not account for potential clients dialing the number without clicking on the website, we found that conversions do indicate interested clients reaching out to attorneys. Our approach defined KPIs in a number of practice areas and defined the client’s future approach to digital advertising.