Marketing Background

Tianjin Junshen Law Firm, founded in January 2016, is a partnership law firm that is self-supporting and responsible for its own profits and losses in Tianjin. It is also a comprehensive lawyer service agency with rich judicial practice experience. Tianjin Junshen Law Firm's business in Baidu mainly includes: criminal defense, divorce proceedings, divorce property division, divorce property disputes, child rearing, property disputes after divorce, etc.

Marketing objectives

Tianjin Junshen Law Firm's online marketing mainly attracts target customers to consult online and make phone calls, and then guides target customers to sign relevant contracts offline. Therefore, Tianjin Junshen Law Firm has a strong demand for offline store promotion.

Marketing program

Plan and Unit Settings

The overall account is classified and built according to the needs of divorce consultation and subdivided to each unit. At the same time, due to the impact of the epidemic situation, divorce counseling has increased, focusing on divorce counseling.

Since the customer's store is located in Tianjin, it is set within 25km around the store, basically covering the business scope of the city. The delivery time is set as the working time to prevent the waste of conversion due to no one's reception.

key word

According to the promotion keywords in the past, select the words with more traffic and good transformation to build, in which the key words are ranked first, and the consultation words&case words are used to promote transformation.

In addition, because it focuses on divorce litigation business, it focuses on adding three categories of words: divorce consultation, child custody, and property division for store drainage.

originality

Local promotion of precise LBS orientation brings real-time distance presentation in creative style, which can drive target customers to consult quickly.

The local promotion of exclusive creative styles can also directly call Baidu Maps to guide users to the completed transformation according to intelligent navigation.

oCPC

1. AB test: OCPC binding part of the plan, test the actual effect of oCPC

2. Do not pay too much attention to ACP, and focus on the change of conversion amount and CPA

If there are some words that need to be ranked: it is recommended to pull out a first-order oCPC package separately to facilitate manual optimization of bid ranking.

Landing page

The search traffic is real-time demand, so the landing page design needs to be straightforward and quickly present the business characteristics:

1. First screen

Toutu Law Firm's front+presenting a banner, presenting a banner and taking a group photo with the parties, highlighting the firm's high credit, high success rate and giving people a sense of trust.

2. Second screen

Combine the common questions in divorce cases that netizens most care about, make a question and answer form, give professional guidance to netizens, promote transformation, and reflect the professionalism of law firms.

3. Merchant photo album

Giving brocade banners and internal environment photos of law firms can increase customer trust, let users understand the strength of law firms and strive for the best interests for them, and speak with facts.

4. Conversion components

The bottom phone is embedded in the landing page, and the consulting component is embedded in the landing page. Multi type and formal transformation components can facilitate user transformation.

Marketing effect

After one month of local promotion, Tianjin Junshen Law Firm has accumulated 15000 advertising exposures, and the customer acquisition cost in Baidu channel has been reduced by 24%. Therefore, 150% of the budget has been added to further expand the local promotion.