This campaign delivered tremendous results in spite of a competitive space, extremely high keyword costs and a small market opportunity
Atlanta, GA (Vocus) June 19, 2010
BKV, an Atlanta-area interactive and direct response agency, recently received an AiMA Award from the Atlanta interactive Marketing Association for a search engine marketing campaign that significantly decreased acquisition costs for client Sokolove Law’s mesothelioma practice.
An extremely rare, fatal cancer caused by asbestos exposure, mesothelioma is consistently ranked as the highest-priced keyword on the market—in fact, “mesothelioma” has sold on Google on average for $99.44 per click, according to the third quarter 2009 edition of AdGooroo Search Engine Advertising Update. Additionally, there are many legal marketers targeting this small, hard-to-reach audience, and competition for clicks is fierce. The objective of the campaign was to drive leads that turned into signed cases at a client-set Cost Per Signed Case (CPSC). The campaign garnered nearly 40 percent of the impression share while delivering a 25 percent decrease in CPSC. This decrease far exceeded the campaign’s original goal, according to Susan Wietsma, vice president and management supervisor, BKV.
“This campaign delivered tremendous results in spite of a competitive space, extremely high keyword costs and a small market opportunity,” Wietsma said. “We’re proud to be recognized by our peers in the Atlanta marketing community for our team’s efforts on behalf of Sokolove Law.”
AiMA Award for “Most Effective Search Marketing Campaign” is awarded to the marketer displaying the most successful and unique strategy for conducting a search engine marketing campaign. Success is measured both in terms of resulting number of new customers and customer acquisition cost. The campaign’s effectiveness was measured by comparing results to industry standards and initial goals.
The Atlanta Interactive Marketing Association (AiMA) established the AiMA Awards to recognize Atlanta-area companies for innovative work in the field of interactive marketing. The awards encourage and reward innovative and measurably effective interactive marketing programs by sharing the industry's best practices with others in the local business community.
Established in 1981, BKV is a direct marketing and interactive agency specializing in helping marketers meet business goals with strategies that generate leads, convert those leads into sales and finally, into established and loyal relationships. The company uses a combination of traditional and digital media along with high performance creative and strategies that ensure we’re driving response while measurably growing clients’ brands and sales. With offices in Atlanta and Kansas City, BKV serves local, national and international clients and is a member of the ICOM Agency Network, a professional association of marketing and advertising agencies from all over the world. For more information, visit http://www.bkv.com.
About Sokolove Law
For nearly 30 years, Sokolove Law has reinvented how people obtain legal services. Our mission is to provide equal access to the civil justice system while ensuring superior quality legal representation. As a pioneer in legal advertising, Sokolove Law has grown to be the largest marketer of legal services in the country. Our proven business model matches particular client needs to the more than 400 law firms that we work with. The result is success for our clients and co-counsel. Sokolove Law operates as a limited liability company in all states except Virginia, California, Michigan, and Tennessee, where it operates as a limited liability partnership. Learn more about Sokolove Law at http://www.sokolovelaw.com.