How Remarketing Benefits Law Firms

You might have heard the term “remarketing” before, it’s pretty common in the digital marketing world. Just in case you weren’t fully sure what it entails, here’s a quick backgrounder on the basics of remarketing.

 

What Even is Remarketing?

Well, it’s marketing, again. You market to audiences that have already interacted with your ads. Since consumers often take multiple visits to a website before converting, it makes sense that they probably didn’t become a client the first time they clicked on your ad. Does this mean you paid for a click that didn’t end up having a conversion? Yes. Does that mean it was a wasted click? No.

 

The good thing about interactions, even if they don’t result in conversions, is that they show you who is interested in your firm. By targeting people who interacted with your ad, you are cutting out a large portion of the uninterested population, and saving money in the process. Remarketing campaigns often have higher return on ad spend (ROAS) and lower cost per click (CPC). 

 

So, in summary, remarketing is marketing to people who you know are interested but might need a reminder in order to become a client.

 

Where Does Remarketing Work Best for Lawyers?

Remarketing is an option on most ad platforms, from Google to Facebook to Microsoft. Each platform has its own unique abilities and allowances regarding how many times you can show an ad to one person in a day. Facebook is at the higher end of that spectrum, Google is on the lower end. 

 

As far as law firms go, the platform does matter. The impact of a Facebook ad and Google or Bing Search ad are very different and serve different purposes. Where Facebook may be able to relentlessly promote your brand through rigorous remarketing, Search will catch people when they are actively looking for a lawyer.  It’s all a balancing game. Luckily, we’re really good at balancing.

 

How to Take Advantage of Remarketing

Your law firm can start remarketing as soon as you have data from marketing. You will have to figure out which of your audiences are best to target, and then narrow it down from there. 

If you feel like your law firm could benefit from remarketing, and think that you might need some help in running your ad campaigns, contact Mockingbird.

3 Things to Remember When Leaving Your Digital Marketing Agency

Splitting with your marketing agency is rarely a mutual decision with warm feelings all around. More often it involves pulling teeth and giving up access to your analytics and domain name. Many digital marketing firms take pride in making it difficult for you to move on, and the best way to fight back is by making sure you know what to fight for after your break up.

 

1. Protect Your Customer Information

If your marketing agency had control over your call tracking programs and/or access to your direct messaging ads they have access to your clients. They can use those client lists against you by leading potential customers away from your firm and maybe even towards your competitors. To avoid this, you need to ensure that you either maintain control over all your customer information or see that any programs that collect information are terminated.

 

2. Check Your Website Access

A lot of digital marketing companies that provide website building services will make sure that they own every domain they build. That means that if they build your website and you fire them later, they will keep your website. You will be left to build another or buy it from them. The best way to avoid this is to make sure you own your domain prior to signing a contract, or by working with an organization that ensures that you own your website.

 

3. Review Cancellation Penalties

Always review your contracts before firing your agency. It’s not unusual for there to be penalties for canceling your plan, and those penalties can be costly. Unfortunately, long-term contracts can prove to be more costly. It can seem like there’s no easy escape, but making your grievances public can certainly help your case. 

 

Digital marketing agencies often aim to make their profit by trapping their clients in contracts and hiding their spendings. Mockingbird works to provide full transparency and ownership to our clients, and never traps them in unnecessary long-term contracts. We have helped law firms escape predatory firms for our entire career, and know how to best do our job. 

 

If you have been used by your marketing agency, contact Mockingbird. We will help you build your brand organically and protect your assets.

 

Are Google Ads Messaging Extensions Right for You

Google integrated extensions into Google Ads in 2016, providing a number of new options for businesses. One option that is currently available is messaging, which allows consumers to directly message businesses right from the ad. 

 

This featured felt almost overwhelming to some small businesses when it was first rolled out. The idea of having to be on call for countless consumers without knowing whether or not they even intended to use the feature wasn’t what business owners thought was the best use of their time.

 

But it’s been a couple of years now, and maybe we can help demystify the feature.

 

Do I Always Have to be Available?

No, you don’t. Google is smart and knows that most small businesses don’t have the capacity to have someone ready to respond to messages 24/7. That’s why you can customize your hours on your ads to ensure that the messaging feature doesn’t appear when your business is closed. Beyond that, you can craft automated responses and email forwarding to ensure that no message goes unanswered. 

 

Where do the Messages Go and How Do I Respond?

This is largely up to you. You can set up your account to have the messages sent to an email address or a mobile phone number of your choosing. When you respond to a message on either platform it sends it directly back to the client. 

 

What Counts as a Conversion?

You can determine what counts as a conversion, i.e. how many messages need to be sent by the client before Google adds it to your list of conversions. Not everyone who clicks on a messaging extension means to, and therefore shouldn’t be counted as a conversion.

 

How Do I Know That My Business is Eligible for Messaging Extensions?

You can find Google’s requirements for users implementing messaging extensions here. To briefly summarize, your phone number (if you’re using a phone number) must be active, domestic, and toll-free. You have to respond to messages promptly and relevantly, so no advertising products that weren’t in the ad. Finally, you need to make sure you’re not abusing the access messaging extensions are giving you to the clients.  You are not allowed to use their personal information or data, and you’re not allowed to upload unwanted software of malware onto their device.

 

So, Are Messaging Extensions Right for My Firm?

To answer this question you need to look at your firm. Is there enough staff available to answer messages during the day? Does your firm provide services that can be sold easier with an immediate personal connection? Are you not planning on spamming people who message you or uploading viruses to their devices? If your answers to these questions are all “yes” then you should consider messaging extensions for your next ad campaign. If the answer to any of them is “no,” you might want to either consult a PPC expert or wait until your next set of ad campaigns to add the extension.

Data is Useless without Insights: 4 Indicators You Should Know

Every decision you make when advertising is based on data and best practices that were formed by data. If you have a Google Ads account, chances are you have large amounts of data you might not know what to do with. Luckily, you don’t need to know the meaning or purpose of every number. Here are 4 insights you should be checking on in your analytics.

 

1. Page Views vs Leads

Pageviews go up and down and don’t always mean that more people are interested in your firm. Of course, more pageviews can lead to more leads just due to a higher volume of traffic, but fewer page views don’t always mean fewer leads. While page views seem like the obvious factor to look at, leads are a more productive insight to check to see where your business is and what ad strategies are working.

 

2. Channels

Knowing where your traffic is coming from will help you know where you should be spending your money. Sometimes you can spend thousands of dollars on an ad campaign just to get all of your clients from your newly set-up Google My Business Account. 

 

3. Landing Pages

Just as you need to know where your traffic is coming from, you need to know where it’s going. Knowing your website’s top landing pages will show you where you need to put your time and energy. Sometimes your top landing pages are not the pages with the highest conversion rates. Sometimes they’re the pages with the highest bounce rates. If this is the case, you need to spend some time making those pages more welcoming and leading for the rest of the website. 

 

4. Bounce Rates

The bounce rate for a page is the percentage of visitors who left the website after visiting only that page. Sometimes that’s fine, as with educational blog posts where people might find what they need quickly. Other times it’s a sign that something’s wrong. For instance, if your homepage has a high bounce rate, that really isn’t good. A high bounce rate can be due to a number of things, including a site that feels untrustworthy or a site that loads slowly. Luckily, all of these problems can be fixed quickly.

Sometimes it can be hard to run a successful law firm while also worrying about advertising and digital marketing metrics. If this is the case, you’re in luck. Mockingbird is here with the most comprehensive and accessible report out there, so you can let the numbers tell you how to run your business, and let us tell you where the numbers are coming from in a language you understand. If this sounds like something you could benefit from, let us know!

LMQ #16: What is the Google Snack Pack?

Conrad Saam discusses the recent changes to Google’s local results, now know as “The Snack Pack.” Some changes include: fewer results, the interface itself, phone numbers were removed (and have since been re-added), display, description content placement, and Google reviews focus.

Want an answer to your Legal Marketing Question? Send them to us at questions@mockingbirdmarketing.com

LMQ #15: How Can I Tell If My Legal Website Is Mobile Friendly?

In April of 2015, Google rolled out the penalty for websites that are not mobile friendly. So, how do you find out if your website is mobile friendly? What is the penalty for having pages that are not mobile friendly? Conrad Saam explains how to test your site and why it’s important.

Have another Legal Marketing Question? Send us one at questions@mockingbirdmarketing.com.