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Web marketing isn’t something you can do once and never think about again. It’s a never-ending process that involves keeping your law firm’s site on top of the SERPs.
Furthermore, each ad campaign itself doesn’t end when you send it out. You have to track your ads’ effectiveness in the marketplace. Some ads work out, and some need a little tweaking to recoup your cash outlays. This tweaking is also known as retargeting, and it provides a way to refocus your advertising campaign to hit the right audiences.
Retargeting is an advertising method that involves focusing on displaying ads to visitors who have already visited your firm’s site. This means that if someone did a search for “Seattle drug crimes lawyers” and clicked on your site, they will be the ones most likely to see your advertisements. The effectiveness of retargeting is based on the fact that many potential clients need to see your name multiple times before it sticks.
There are several tips you can use to improve your retargeting campaign. They include:
Be sure to read up on retargeting before setting up your campaign. As with all online marketing efforts, taking the extra time to be smart will pay off in spades in the long run.