Getting Started with Attorney Remarketing
Amid the fierce competition in the legal sector, leveraging effective online marketing techniques can set the stage for your success. One powerful tool in your arsenal is Pay-per-click (PPC) remarketing.
It empowers your law firm to maintain a lasting presence in the minds of prospective clients, even when they’ve navigated away from your website.
So, are you curious about how to turn PPC remarketing to your advantage as an attorney? This guide is your perfect ally. We begin with the essentials of understanding PPC remarketing and how it functions, and then dive into specific strategies which ensure its effective deployment in your marketing campaigns.
What is PPC Remarketing?
Remarketing, also known as retargeting, is a type of PPC advertising that lets sites show targeted ads to visitors who have already landed on their site. These ads will be seen by past visitors while they browse the web, keeping your brand in their minds. The term ‘pay-per-click’ refers to the way the advertiser pays – for each click made on the advertisement.
Setting Up Remarketing Campaigns for Your Law Firm
The principle of PPC remarketing is relatively simple: By making use of this approach, you’re essentially placing your advertisements directly in the sight-line of those who have already shown an interest in your services. These could be individuals who’ve previously visited your website, or even those who’ve searched for related keywords online. By doing this, you’re significantly increasing the likelihood of their return, and effectively fostering a stronger relationship with potential clients. The path to implementing this can be broken down into quite a few tangible steps.
Step 1: Identify Your Target Audience
For any marketing strategy to be successful, it is paramount to identify your target audience. In the context of PPC remarketing for attorneys, your target audience refers to those individuals who are in need of legal services and have shown interest in your law firm before.
Your target audience is typically individuals who have previously visited your website. These are people who have shown interest in your services but, for one reason or another, haven’t taken the final step to hire you. Ultimately the goal of remarketing is to keep your brand top of mind and encourage these individuals to return and take that final step.
Step 2: Create Custom Audiences on Your PPC Platform
Most PPC platforms, such as Google AdWords or Bing Ads, allow you to create lists or ‘Audiences’ of users based on their previous interactions with your website. Use your website analytics to identify the pages visited by users who did not complete a conversion.
This will make them perfect candidates for your remarketing campaign.
Step 3: Develop Engaging Ads
You’ll need to create informative, persuasive ads that speak directly to your potential clients. The key here is to make them highly relevant and customized to the audience you are targeting.
Your advertisements should be more than just generally informative; they should directly address the specific needs, concerns, and desires of your target audience. This is where understanding the demographic and motivations of your client base becomes crucial.
Keep your ads fresh by frequently updating them to avoid ad fatigue among your audience. Don’t forget this important aspect!
Step 4: Monitor & Optimize Your Campaign
Remarketing is not a ‘set it and forget it’ endeavor. It’s crucial that you monitor the performance of your ads and make necessary adjustments. Use data-driven insights to understand what’s working and what isn’t, and tweak your campaign as needed to boost its effectiveness.
This is only the start of what you can achieve with a well-executed PPC remarketing campaign. The potential is enormous for attorneys striving to make a mark in the digital space. Just make sure you have a clear roadmap and are ready to adapt and adjust along the way based on the feedback you receive from your data analysis.