Improving Your Retargeting Campaign

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.

What is retargeting?

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.

How to retarget ads

There are several tips you can use to improve your retargeting campaign. They include:

• Setting a maximum time period. Retargeting campaigns should last at most three to seven days. Any longer and you run the risk of alienating customers.
• Only using one retargeting provider. If you use multiple advertisers to retarget, you run the risk of vendors competing for viewers and wasting your money. Advertising is all about ROI, and if you can lower your initial investment, you can improve your ROI.
• Using data points to target your retargeting efforts. Not all past visitors are created equal. By using software to create a sophisticated picture of the types of past visitors, you can retarget only to the visitors who are most likely to convert into clients for your law firm. Someone who searches for an attorney with knowledge of spinal cord injuries caused by truck accidents, for example, is in all likelihood more likely looking for an attorney than someone searching for information on changes in tax law for 2013.

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.