Can Lawyers Use Remarketing?

Apr 1, 2019

<a href="" target="_self">Geoff Campbell</a>

Geoff Campbell

Geoff Campbell is a PPC and Paid Media Manager for eCommerce, Industrial, and Enterprise brands.

Remarketing is a great tactic to add to your law firm marketing strategy. Remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site. Past visitors will see your ads while they are browsing the web, which helps keep your brand top of mind and entices visitors to come back for more.

For example, let’s say you’re shopping for new shoes at a popular shoe retailer website. You’re browsing around, but unfortunately they’re sold out of the color you’re interested in, so you exit the site and visit one of their competitors.

A few days later, you’re browsing the web and start seeing ads for the same pair of shoes from the same website. Better yet, the ad is advertising the color you want in your size. So you head back to their website to make the purchase. That is how remarketing is used to bring back visitors.

Many companies and now lawyers are adopting remarketing strategies to reach visitors who were previously on their website. Read on to learn if remarketing is right for your law firm marketing strategy.

How does remarketing work?

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Remarketing is accomplished through the use of cookies. Cookies are small files which are stored on a user’s computer. They are designed to hold a modest amount of data specific to a particular client and website and can be accessed either by the web server or the client computer.

With remarketing, you define a certain set of criteria that visitors must meet. Those criteria can be visiting a certain page or link on your website. A cookie is then placed on the visitor’s browser, and that cookie ID should be placed on your remarketing list.

Remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site.

After visitors leave your site, they will continue to see your text or banner ads throughout Google’s display network. You can personalize things like frequency and duration when creating your retarget ad. This is to ensure that previous visitors don’t grow tired of your ads over time.

Why You Should Add Remarketing to Your Law Firm Marketing Strategy

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During different stages of the buying process, visitors to your site might not decide to purchase your services right away. That’s why remarketing is a great way to keep those visitors interested. Remarketing is a proven online marketing strategy. According to the State Bar of Wisconsin, 97% of prospective law firm clients look at 3-5 law firm websites before contacting one.

Legal services are something people will take their time researching for weeks, maybe months, before making a final decision. Continually showing them your ads can help redirect those visitors back to your site for conversion.

97% of prospective law firm clients look at 3-5 law firm websites before contacting one.

In many cases, remarketing can be quite affordable. The average cost-per-click (CPC) on keywords for the legal industry is on average $100 per click, whereas a remarketing advertisement might only cost $1 to $4 per click. Remarketing statistics show that retargeted ads see a 400% increase in click-through-rates (CTR).

Statistics show that retargeted ads see a 400% increase in CTR.

Make sure you stay on top of ads that aren’t generating clicks. Those ads can lower your quality score and increase your CPC.


Remarketing Precautions

Marketing for lawyers can be a breeze. Remarketing for lawyers, on the other hand, can require a bit more thought and caution. This is due to the changes Google has made to its guidelines when it comes to remarketing ads related to sensitive topics.

When creating your remarketing lists, sensitive topics can’t be included. So what are sensitive topics? Examples include:

  • Financial information
  • An allegation of any crime
  • Any information related to marital status or divorce

Remember, there are restrictions on what you can say in your retarget ad.

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Let’s say, for example, your firm offers divorce attorneys. Then, someone visits your site searching for a divorce lawyer and exits without converting. You can’t retarget that person with ads that say “Looking for a divorce attorney? Click here!”

Think about what might happen if you were to violate this rule. Imagine someone is thinking about filing for divorce. They’ve been in a bad marriage for years and are looking at their options. Then their spouse gets online one day and starts seeing your retarget ads for divorce,. Not a good situation.

Furthermore, it hurts your business. Violating Google’s policies can and will result in horrible consequences. On the low end of the spectrum, your ad could be disapproved, which isn’t that bad. All you need to do is edit your ad to fix the violation and get your ad approved. Now on the high end of the spectrum, your business could be reviewed for compliance. Meaning, Google may contact you requesting information related to compliance. Typical consequences may include:

  • Ad or extension disapproval
  • Account suspension
  • Remarketing list disabling
  • Compliance review

Don’t let these challenges scare you into not using remarketing for your law firm strategy. Just keep in mind if your law firm offers services dealing with sensitive topics, you should be careful with the language you use.

Choose EWR Digital as Your Law Firm Marketing Agency

With the good definitely outweighing the bad, your firm should consider using remarketing in your law firm marketing strategy. Don’t lose all of these potentially valuable leads. With remarketing, you have the chance to bring some visitors back to your website and turn them into clients

Contact us today and setup a free consult to speak with an expert who can help bring back your leads with remarketing and if its allowed for your type of firm.

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Can Lawyers Use Remarketing? | EWR Digital – Houston, TX