Retargeting Website Visitors For Your Law Firm

Retargeting for Your Law Firm – What You Can and Can’t Do

There are many reasons for any business to run a retargeting campaign. When users are deciding on a service, they may not be ready to fill in their information at that exact moment – and are just starting their initial research. It’s important to get your firm’s brand in front of them throughout the sales funnel after the initial touch-point.

With retargeting, you gather a list of interested individuals who have visited your website. When they leave your site, you are able to display ads to them on other sites as they browse. You can keep your business top of mind as they continue research or browse other sites. When a user clicks the ad, it brings them right back to your site to hopefully convert.

There are a few rules that advertisers have to adhere to when advertising on the Google Display Network. You cannot target users based off a few very personal categories. There are three main policies you must adhere to, with targeting that you can not utilize to target ads. One is targeting people based off Identity and Beliefs. Google wants ads to target a user’s interests – not their identity and beliefs that could stigmatize an individual. Another category you can not target, is sexual interests. The third category you cannot target are Personal Hardships. Google does not allow targeting individuals experiencing difficulties or struggles related to personal hardships.

This personal hardship rule impedes on the ability for Criminal Attorneys or Injury Claims insurance businesses from targeting users who have visited their websites. Both criminal defense and injuries are protected under the Personal Hardship policy – Google does not want to “exploit the difficulties or struggles of users”

Law Firms unfortunately cannot retarget their audience on the Google Display Network because of these policies. This doesn’t mean that Legal Firms are completely unable to retarget their audience at all. There are third-party vendors that allow for law firms to participate in retargeting.  Working with a PPC agency for law firms can help you navigate the different vendor options, and find one that works for your business. Just because you can’t retarget on the Google Display Network, doesn’t mean you can’t promote your ads to your site visitors. With all the benefits of a GDN campaign – low CPCs, low cost-per-leads, and high number of impressions – you can still retarget your audience.