Remarketing for lawyers: What is it and does it work?

Over the past 10 years in digital marketing I have met very few lawyers who know what remarketing is and even less that engage in it. This is a huge missed opportunity. Even if you’re not sure what remarketing is right now, I’m sure you’ve seen it before just surfing the web. Have you ever looked at a product online and then over the next 30 days you’ve seen ads following you around the internet for the same product? That’s remarketing.

If you’ve visited our website before you may have noticed an ad similar to the one below on other websites like CNN.com and popular webistes you visit. If you haven’t noticed it before you might now 🙂

Example of a remarketing ad

How Does Remarketing Work

Remarketing is pretty simple to setup. Depending on what type of law you practice you can choose to use a service like Choozle or you can go directly through Google Adwords to reach Google’s display network. You can choose to just show people your ads on websites or you can even integrate it into social media platforms such as Facebook. It works by simply installing a cookie on your computer or device that stays with you on average for about 30 days.

Who Should Use Remarketing

Figuring out who needs to use remarketing depends on your practice. It can be an ethical question as well. For example if you’re a divorce attorney this may not be the best bet for your firm. Let’s say that mom is using the family computer researching divorce attorneys. The next day dad is using the computer and sees ads for divorce attorneys coming up. This situation might not create the best experience.

On the other hand lets say that you’re a contract lawyer. Someone looking for a contract lawyer might do some research. Let’s say they stumble upon your website but then decide to shop around a bit. They get busy and forget. A few days later your face and logo appear. This is another impression you’re getting. You can easily win business back using remarketing. Timing is everything and people on devices are easily distracted.

Why Should You Use Remarketing?

You should use remarketing first and foremost because it can help you get more traffic and sign more cases. Some people need to see your brand and your message many time before they build trust. In this way it can work to grow your brand as well. Display ads whether you’re doing remarketing or just sending them out to websites that your customers hang out on are very effective. They’re the one type of paid advertising which is typically very low cost.

Let’s take a look at the graph below. You will see a variety of metrics. In this graph you can see that we ramped up our remarketing in January and since then have gotten over 4 million brand impressions on our ads.

traffic metrics for remarketing

The brand exposure is nice but the better part is 9,052 clicks we got back to our website at a pretty low cost for acquisition.

Conclusion

Remarketing is one of the pillars in our marketing programs. For most of our clients we recommend using this, trying different ads frequently, and measure the results. What have your experiences been using remarketing? Let me know in the comments below.

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Casey Meraz

Casey is the founder and president of Ethical SEO Consulting and Juris Digital based in Denver, CO. Casey's specialties are in organic and local SEO. He is a regular contributor to the Moz Blog and the author of How To Perform The Ultimate Local SEO Audit. If you have an SEO question or need advice please feel free to reach out by email: cmeraz@jurisdigital.com. Follow Casey on Twitter @CaseyMeraz.