The modern digital landscape is allowing law firms to choose from a range of advertising options to highlight their services. Usually, it boils down to two main options: search ads and display ads. They both come with their own set of benefits and drawbacks. It is common to feel lost in the debate about which to use – search ads vs. display ads. To make the right choice, it’s important that law firms understand their options, and pick one based on their marketing goals and target audience.
This post will shed light on search ads vs. display ads, and provide insights into which one is most likely to fit in with your legal marketing strategy.
1. Search Ads
A. Understanding Search Ads
Search ads refer to a type of online advertising that appears on search engine results pages (SERPs) when someone searches for a particular keyword or phrase. These ads are usually marked as “Sponsored” or “Ad” to differentiate them from organic search results.
These types of ads are often created using pay-per-click (PPC) advertising (PPC for law firms), where advertisers bid on keywords and pay a fee each time someone clicks on their ad.
Search ads can help your law firm target prospective clients who are proactively searching for legal services. This, in turn, increases the likelihood of turning them into clients.
B. Advantages of Using Search Ads
Using search ads can be advantageous for law firms in the following ways.
I. Target Potential Clients
An amazing advantage of search ads is their ability to target potential clients who are searching for legal services. This intent-based targeting can bring about relatively higher conversions. When people who are already interested in your services see your ads, there’s a high chance they’ll click on your ad and take the desired action i.e., call you.
II. Target-Specific Parameters
Search ads are capable of targeting specific keywords and demographics. Your ad can be set to appear only for certain keywords or phrases, which means it will be displayed only to people who are actually looking for the services you offer.
Further, you can target specific demographics such as location and time of day to ensure that your ad is shown to the right people at the right time.
III. Understand Customer Behavior and Preferences
By analyzing data from search ads, your law firm can understand:
- What potential clients are searching for
- Which keywords are the most effective
- Which ad copy works best for your target audience
The insights gained can then be used to supplement other marketing initiatives, such as SEO, content marketing, social media marketing, and so on.
IV. Stick to Your Set Budget with PPC for Law Firms
How does law firm PPC service help? When you use PPC, you only pay when someone clicks on the ad. PPC for law firms makes it easier to control ad spending and measure ROI. In other words, law firms can work within their budget and modify it as needed!
C. Disadvantages of Using Search Ads
While search ads offer several advantages, you also need to consider some of their potential disadvantages.
I. High Competition and Investment
In PPC for law firms, popular keywords can often be expensive to bid on. As a result, you may have to invest a large amount of money to compete with others. Moreover, search ad campaigns require constant optimization to maintain their effectiveness. This can mean a significant investment of time and resources.
II. Click Fraud
This is where fraudulent clicks on ads can drive up costs while reducing the effectiveness of a campaign.
III. Less Visually Stimulating
Compared to other types of digital advertising, search ads are limited in their ability to provide a visually-engaging experience.
2. Display Ads
A. Understanding Display Ads
Display ads involve placing ads in various formats, such as videos, images, and interactive media on websites, social media platforms, and mobile apps.
These ads are targeted to customers based on their demographic details, interests, and behaviors. This makes these ads highly effective in reaching the right target audience.
B. Advantages of Using Display Ads
Here are a few benefits of using display ads in your law firm’s digital marketing.
I. Increased Visibility and Brand Awareness
Display ads can be used to bring your law firm into the spotlight and increase its visibility among clients. By showcasing your message across websites, social media platforms, and mobile apps, you can reach a broader audience, thereby boosting awareness for your law firm.
II. Tailored Approach
As mentioned, you can target specific audiences based on their interests, behavior, and demography. This enables you to tailor your ads to reach the people most likely to hire your services.
Like law firm PPC services, display ads are sold on a cost-per-click (CPC) or cost-per-impression (CPM) basis. So, you only pay when someone clicks on your ad or when it is viewed a certain number of times, making display advertising a cost-effective option.
IV. Increased Website Traffic
Display ads can help drive more traffic to your law firm’s website, where prospective clients can take a closer look at your brand and offerings. By directing more users to your site, you can increase the chances of conversions and drive-up ROI for your law firm.
C. Disadvantages of Using Display Ads
Mentioned ahead are some flipsides of using display ads.
I. Ad Blindness
Many users tend to ignore display ads out of habit, leading to reduced effectiveness.
II. Ad-Blocking Software
Ad-blocking software can prevent these ads from being seen by their intended audience.
III. Limited Ad Space
The limited amount of ad space on websites and social media platforms means that display ads need to compete for visibility. This also means there’s no guarantee that your ad will be seen by your audience.
Search Ads vs. Display Ads: Which is Best for Your Marketing Strategy?
Still, wondering who’s winning the search ads vs. display ads race?
Search ads are highly-targeted and hence, effective at reaching clients who are looking for legal services. Display ads, on the other hand, can help you build brand awareness and improve its visibility.
Ultimately, which one you choose will depend on your marketing goals and target audience. In fact, a well-thought-out digital marketing strategy can use a mix of both to maximize reach and effectiveness. So, there might be no need to have a debate after all!
Get in Touch with Proven Legal Marketing Experts
If you need superior legal marketing services, including law firm PPC services, ENX2 can help. We’ll provide you with the professional insights needed when devising a successful digital marketing strategy. Call us at 844-369-2932 or fill out our online form to find out how we can help you.