Retargeting advertising for law firms
What happens when someone is researching a legal issue, they land on your webpage but aren’t sure they’re ready to reach out? Maybe it’s an evening or weekend?
They leave your site with an honest intention of coming back. A little time passes and they see an ad for another attorney in town who specializes in solving the exact problem they’re trying to solve.
They click on that ad. They are transported to your competitor’s site and are deluged with positive video stories of the cases you’ve won for clients with almost the same exact problem.
You may have just missed out on that consultation because the other attorney in town is using Search ReTargeting.
Search retargeting allows us to target keywords people have search with banner and videos ads as they move around the web.
If you depend on online traffic to grow your law firm, it’s time to consider ReTargeting - - it focuses on bringing traffic back to your website.
Data shows that 97% of new website visitors leave without making contact with a law firm, at which point they might go away and never return. Unless you have a plan to bring them back…
Site retargeting is another type of retargeting campaign that reminds website visitors of your offerings, after they leave your site, helps to bring them back and drives more conversions.
It allows you to display relevant content to your visitors on other websites they visit after visiting specific pages on your own.
Today's law firm marketing executives use retargeting as a key tool to engage their audience, increase conversions, and drive more consultations.
Retargeting advertising for law firms
What happens when someone is researching a legal issue, they land on your webpage but aren’t sure they’re ready to reach out? Maybe it’s an evening or weekend?
They leave your site with an honest intention of coming back. A little time passes and they see an ad for another attorney in town who specializes in solving the exact problem they’re trying to solve.
They click on that ad. They are transported to your competitor’s site and are deluged with positive video stories of the cases you’ve won for clients with almost the same exact problem.
You may have just missed out on that consultation because the other attorney in town is using Search ReTargeting.
Search retargeting allows us to target keywords people have search with banner and videos ads as they move around the web.
If you depend on online traffic to grow your law firm, it’s time to consider ReTargeting - - it focuses on bringing traffic back to your website.
Data shows that 97% of new website visitors leave without making contact with a law firm, at which point they might go away and never return. Unless you have a plan to bring them back…
Site retargeting is another type of retargeting campaign that reminds website visitors of your offerings, after they leave your site, helps to bring them back and drives more conversions.
It allows you to display relevant content to your visitors on other websites they visit after visiting specific pages on your own.
Today's law firm marketing executives use retargeting as a key tool to engage their audience, increase conversions, and drive more consultations.
A potential client has to arrive at a certain comfort level with your firm before they’ll make the decision to reach out to schedule a consultation.
There is data out there that says that one has to hear your message at least seven times before they take action. Retargeting helps with this. Retargeting increases the visibility of your law firm and allows you to connect with people who have already shown an interest in your firm.
Compared to other forms of advertising, it is significantly less expensive and has better ROI.
What is retargeting?
Retargeting is a form of online marketing that allows you to place ads in front of people who have shown interest in certain search terms or has visited your website.
For the vast majority of websites, only 2% of web traffic converts on the first visit. Retargeting is designed to help law firms re-connect with the 98% of users who don't immediately convert.
Retargeting works well for branding and conversion optimization when it's part of a larger digital strategy. I wouldn’t run retargeting by itself as it should be paired with other inbound and demand generation tactics.
How does retargeting work?
First, we add a smart container tag to your law firm’s website. Each time a new visitor comes to your website, an anonymous user profile is dropped.
As your tracked visitors browses the internet, the profile will tell the system when and where to serve your ads.
Retargeting profiles can only be used for a maximum of 90 days to ensure that the data is up-to-date.
Because of this, some churn in your retargeting pools is to be expected, but new profiles are also actively being added while the container is still firing. Because you are using your own data, there is no CPM data cost, but the media placement fee will still be applied.
It makes sense to start your project with a campaign planner guide. I’ve linked one here from a well known site.
Geofencing and Geoframing for Law Firms
Law firm marketing executives can benefit from geofencing and geoframing physical locations as part of their overall strategy. Let’s explore what geofencing is and how we can leverage geoframing.
What is Geofencing for law firms
Geofencing enables law firm marketing executives to target mobile devices based on current location in order to reach people who are in a physical location and for whom they do not already have first-party data.
Because geofencing depends on data from mobile devices, it's important to note that geofencing is only available on mobile and tablet in-app inventories.
With the help of Factual's Geopulse Proximity, marketers can create a "fence" around a specific location (a radius around an address or destination, or a drawn frame), and Factual will provide an actionable audience that can be targeted both while they are there and after they leave. Factual requests the device location data prior to serving an impression in order to confirm the accuracy of each advertisement's placement.
You can create geofences using location names, types, postcodes, DMAs, and other information. The data from your geofence will be made available as a targetable geolocation that can be used on the back end by a Digital Magnet Strategist who will create it in the Factual system.
The Process of Geoframing
Geoframing enables the creation of a tailored audience based on the mobile devices who have entered a specific location and time. By creating a geoframe, or the location and time period in the past from which mobile devices are being collected and aggregated, marketers can target people from specific events or locations after they have left that geolocation.
Use cases for geoframing include targeting competitor foot traffic, body shops, emergency rooms and other urgent care-type facilities to get your message in front of people at a time when they need your services most.
To create user pools for custom audience targeting using Factual's GeoPulse Audience or OnSpot's Device ID Retargeting, our providers use information about mobile service providers and device IDs. During the proposal process, your Strategist can establish a geoframe perimeter around your target locations.
How to Decide Between Geofencing and Geoframing
Geofencing and geoframing both rely on highly specific location data from a mobile device to create an actionable target for your campaign.
Campaigns that want to target only people who are currently inside a geofence are best suited to use geofencing. For illustration's sake, let's say that your client has a product that is sold in a Macy's store. By using geofencing, you can show advertisements for your product to customers who are currently at Macy's locations and boost sales.
However, this pool is later used for retargeting, cross-selling, or up-selling. In contrast, geoframing works best when trying to create a user pool based on the users who have visited a specific location.
A personal injury law firm, for instance, might want to keep track of the device IDs of clients who visit other personal injury law firms so that it can later retarget those clients and offer a free consultation.
If you need assistance selecting the strategy that will work best for the location, timing, and objectives of your campaign, don't hesitate to get in touch with your account manager or the support team.
Benefits of geofencing and geoframing for law firms
Using location-based targeting strategies like geofencing, geoframing, and geolocation targeting, you can communicate with your target audience based on where they are. By employing these tactics, you can increase brand recognition, compete with more established brands, and draw your target market's attention when it matters most.
The platform offers a variety of geolocation targeting options, including targeting by country, state, city, DMA, and postal code. However, in some circumstances it's necessary to collect user devices in a specific area.
With geofencing, marketers can more precisely target their campaigns than they could with the built-in options in our campaign setup. Marketers can collect users who have visited a specific location with the help of geoframing for later retargeting. Both instances involve the collection and use of mobile device data to create a more niche audience than is possible with traditional advertising tactics.
Geofencing and geoframing best practices
It is suggested that you build the campaign's creative using mobile creative sizes (300x50, 320x50, or 320x480) or sizes accepted across devices because geofencing options target mobile devices (300x250, 728x90).
Setting your base and maximum CPMs higher than the rates used in conventional display strategies will ensure that you are able to take a sizable chunk of the limited inventory in hyper-local geolocation.
Applying a geofence or geoframe should not be done with any additional targeting constraints layered on top of it (e.g. data targeting, contextual targeting, site targeting, etc.)
Due to the limited geolocation, do not lower the frequency cap below 3 impressions per day.
First Things First
Our Client Experience team can help you put geofencing and geoframing into practice. Please contact one of our Strategists if you need assistance or more information on how to use this location-based targeting.
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