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Remarketing for Lawyers

Remarketing for lawyers is an amazing tactic for law firms to use as a marketing strategy. This is a form of digital marketing which allows legal websites to target ads to visitors who have been to their websites or preformed an action on their site in the past. While visiting these sites again, visitors will see the targeted ads to help entice them to return for more since your brand will remain in the forefront of their minds.

As an example, imagine you are shopping for new shoes on a popular shoe retailers website. As you browse the site, you find out that they are sold out of the color in which you are interested. As a result, you leave the site to visit a competitor.

A day or two later, you go online and immediately notice ads for the same shoes you were looking for and in your size and choice of colors. You go back to the website and purchase the shoes. That's how remarketing works to bring visitors back to make a purchase.

Law firms are now adopting this approach to reach previous visitors to their sites. Continue reading to find out if remarketing for lawyers should be added to your marketing campaigns.

How Remarketing Works

Remarketing for lawyers works by using cookies which are small files stored on user computers. These are designed to capture and contain small amounts of data related to particular clients and the websites they visit. This data is accessed by the client's computer or the web server.

Remarketing defines specific criteria which visitors must meet. Such criteria might be visiting certain links or web pages on the website. Once this happens, a cookie is placed on the visitor's browser. That same cookie ID must also be on your remarketing list.

Remarketing takes the form of advertisement that enables websites to display ads targeted toward those who have previously visited their sites.

Once visitors leave the site, they continue seeing banner or text ads by way of Google's display network. When creating your ads, it is possible to personalize the duration and frequency of those displays to prevent visitors from becoming weary of seeing them.

how remarketing works
how remarketing works

Why Remarketing for Lawyers Should Be Added to Your Legal Marketing Strategy

Different stages of the decision process means that visitors may not contact your law firm immediately. However, remarketing will keep your firm in front of them. This is a proven online marketing strategy. The State Bar of Wisconsin estimates that 97% of prospective clients will view 3-5 law firm websites before choosing one.

People take their time when researching legal services. Sometimes, it takes weeks or months to reach a decision. You can redirect them back to your website with remarketing strategies.

Remarketing is typically affordable. On average, you will pay $100 per click using cost-per-click (CPC) using legal industry related keywords, but the average for remarketing advertisements is from $1 to $4 per click. Additionally, statistics show a 400% increase in click-through-rates with retargeted ads.

Stay on top or your advertising efforts that do not generate clicks. These can lower your score quality and increase CPC.

Precautions For Remarketing

Marketing for lawyers is pretty simple, but remarketing for lawyers requires more caution and thought. This is because of Google's guidelines for remarketing ads on sensitive subjects.

When compiling remarketing lists, you cannot include sensitive topics. You may be asking what sensitive topics are. Here are some.

  • Information of finances
  • Crime allegations
  • Marital or divorce status information

Don't forget about the restrictions applied to retargeted ads.

For example, if your firm offers legal advice for divorce cases, you cannot use terms like "Looking for a divorce attorney? Click here!" to retarget persons visiting your site looking for divorce lawyers.

Consider what could happen after violating this one rule. Imagine a person considering filing a petition for divorce who is in a bad marriage. They browse your site trying to find out what options they have. The next day, their spouse also searches online and retargeted ads for divorce are displayed. This might create a bad situation.

Also, this harms your business. Violating Google's policies carries undesirable consequences. To begin with your remarketed ads can be disapproved, which isn't all that bad. Editing your ads can fix the problem and get them approved. However, it could also initiate a review of your site for compliance. What that means is Google contacting you to request information about compliance. The consequences could include:

  • Disapproval of ad or extension
  • Suspended account
  • Disabled remarketing list
  • Review of compliance

Don't be afraid of these challenges and don't stop using remarketing for lawyers. Just be mindful of the fact that if you offer sensitive topic services you must carefully manage your use of language.

how remarketing works
how remarketing works

CHOOSE PM2 Digital

There is more good to remarketing for lawyers than there is bad. Therefore, you should add it to your law firm's marketing strategy or continue using it if you already do. It will cost you to lose the valuable leads you have. Using remarketing strategies, you can bring visitors back to your law firm's website and potentially turn them into paying clients.

Get in touch with us now so that we can provide you with information about how we can help bring leads back to you using remarketing for lawyers.