What Are Display Ads: A Guide for Law Firms

Imagine your law firm’s website is well-crafted, engaging, and informative, yet missing a crucial element to make it stand out. Now, picture adding a compelling visual argument that grabs attention and reinforces your case—this is the essence of display advertising.

If you’re a legal professional navigating the digital marketing landscape, you might have encountered display networks as part of PPC (Pay-Per-Click) advertising. But the question is, are you leveraging this channel to its full potential?

Related: A Law Firm Guide to Digital Marketing Analytics

In a world where advertising evolves rapidly, staying ahead with the most effective strategies can be challenging. This comprehensive guide will demystify display advertising, explore its various forms, and explain how your law firm can harness its power to enhance brand awareness, attract new clients, and reinforce your online presence.

What Is Display Advertising?

Display advertising is a type of online advertising that uses visual elements—such as images, videos, and logos—to promote your law firm. This format is particularly effective because it allows for personalization, making your ads more relevant to potential clients.

Thanks to responsive display ads, your message can be tailored with:

• Text
• Images
• Videos
• Logos

These ads appear as potential clients browse the web, use mobile apps, or engage with social media platforms, subtly drawing their attention without disrupting their experience. Display ads are designed to capture interest and prompt action, making them a versatile tool in your marketing arsenal.

While often associated with top-of-funnel marketing, display ads can be utilized throughout the client journey, from raising awareness about your firm’s services to promoting specific content like blog posts, case studies, or webinars.

Types of Display Ads

Understanding the different types of display ads will help you choose the best format for your marketing goals, ensuring you effectively reach your target audience.

1. Responsive Display Ads

Unique to the Google Display Network, responsive display ads automatically adjust their size, appearance, and format to fit available ad spaces. By providing assets such as images, headlines, and logos, Google’s machine learning algorithms create the best possible combinations for different placements, ensuring your ads resonate with a diverse audience.

2. Banner Ads

Banner ads are a classic form of display advertising. These ads appear across websites and apps, typically at the top, bottom, or sides of web pages. While often static, they can also include animations to catch the eye without overwhelming the user. For law firms, banner ads can effectively promote your services or direct visitors to your latest blog post or whitepaper.

3. Interstitial Ads

Interstitial ads are full-screen ads that cover the entire screen of a webpage or app, usually appearing during natural transition points, such as when content is loading. These ads are highly engaging but should be used sparingly to avoid frustrating potential clients.

4. Rich Media Ads

Rich media ads offer a more interactive experience by combining video, audio, and clickable elements. For law firms, these ads can be a powerful way to present case studies, client testimonials, or detailed explanations of your services.

5. Native Ads

Native ads blend seamlessly with the content and design of the webpage, offering a non-disruptive user experience. This ad type is ideal for law firms looking to promote educational content, like legal guides or thought leadership articles, while maintaining the integrity of the user’s browsing experience.

6. Retargeting Ads

Retargeting ads are designed to re-engage visitors who have previously interacted with your website but haven’t yet converted into clients. These ads can appear in various formats and are tailored to encourage potential clients to return to your site and complete their inquiry or consultation requests.

Display Advertising vs. Search Advertising

Display ads and search ads are both crucial components of a robust digital marketing strategy, but they serve different purposes. Display ads focus on creating awareness and consideration by targeting users based on demographics, interests, and browsing behavior. In contrast, search ads capture existing demand by targeting users actively searching for legal services.

Key differences include:

• Targeting: Display ads use demographics, interests, and behaviors, while search ads rely on keywords.
• Intent: Display ads create demand, while search ads capture it.
• Ad Format: Display ads are visually driven, whereas search ads are text-based.
• Reach: Display ads can reach a broader audience across the web, while search ads are limited to search engines and their networks.

Display Advertising Strategy for Law Firms

A well-defined strategy is essential to maximizing the effectiveness of your display advertising campaigns. Here are the key components:

1. Define Clear Goals

Determine the objective of each display campaign, such as brand awareness, lead generation, or client acquisition. For example, if your goal is to attract new clients, your ads might focus on promoting a free consultation offer or highlighting your expertise in a specific practice area.

2. Choose Your Budget, Bidding Strategy, and Audience

Set your budget and bidding strategy based on your campaign goals. Typically, law firms might use a cost-per-click (CPC) or cost-per-impression (CPM) model, depending on whether the focus is driving traffic or building awareness.

Targeting the right audience is crucial—consider factors like geography, legal needs, and client behavior when defining your audience segments.

3. Select Display Ad Types, Formats, and Placements

Choose ad formats that align with your goals, whether it’s responsive display ads for broader reach or rich media ads for interactive storytelling. Be strategic about where your ads appear, ensuring they are placed on websites and platforms relevant to your target audience.

4. Create Compelling Ad Content

Your ads should be visually appealing and aligned with your firm’s brand identity. Testing different creative elements and rotating out underperforming ads is key to maintaining engagement.

5. Track and Optimize Performance

Monitor your campaigns closely, using tools like Google Analytics and Hotjar to track performance metrics and user behavior. Make data-driven adjustments to improve ad placements, creative elements, and landing pages, ensuring your campaigns deliver the best possible ROI.

Display Advertising Tools for Law Firms

Here are some essential tools to help your law firm succeed with display advertising:

• Google Web Designer: Create HTML5 ads with ease.
• Canva: Design visually appealing ads, even with limited design experience.
• Hotjar: Analyze user behavior on your landing pages to optimize conversion rates.
• Optmyzr: Automate and optimize your PPC campaigns for better performance.

Key Takeaways:

Display advertising is a powerful tool in a law firm’s digital marketing strategy. With the ability to reach a broad audience and deliver visually compelling messages, display ads can significantly enhance your firm’s online presence, attract new clients, and build lasting relationships. By understanding the different types of display ads, crafting a strategic approach, and leveraging the right tools, your law firm can create impactful campaigns that drive results and elevate your brand in the competitive legal market. Contact us today to discover how our tailored digital marketing strategies can take your firm to the next level and create impactful campaigns that deliver real results.