How to Optimize a Law Firm Remarketing Campaign

| August 07, 2015

AdWords RemarketingRemarketing in Google AdWords is an excellent way to re-capture people who have already shown an interest in your website.  Even though remarketing ads are only shown to those people who actually came to your site (or a page on your site), there is still some optimization you can use to get the most out of your ad spend.  Here are 4 remarketing optimization tips to keep in mind while starting your campaign1.

1. Set a Geographic Radius

Display and remarketing ads can be set to show based on topics, interests or by geographic location among other targeting settings.  You can manipulate these settings to only show on websites that are relevant (based on geographic location) to your law firm and legal services.  If you are not careful, your ads could potentially show to visitors who came to your site but are not relevant to you because of their geographic location.  This can cause your account to perform poorly because if high impressions with no clicks (leading Google to reduce your impression share on those ads or not show them as much).

Why would someone visit your site and not be a good candidate for remarketing?

  • They were looking for information that you have on your site but they are not in your local area
  • They visited your site for purposes other than to use your services (i.e. sales or other research)
  • They visited by accident and left

You cannot please everyone however you can prevent your ads from being delivered to people who are not likely to use your legal services.  In your AdWords account click on the remarketing campaign that you want to edit and then click on settings.

Once on the settings tab, edit the locations for your campaign.

Remarketing location settings


Then just type in a city, county, state or use radius targeting to tell Google what geographic location users should be in to see your ads (even when they are a part of remarketing lists)

Geographic targeting with remarketing

Set a Frequency Cap

A frequency cap2 limits the amount of times your ads are shown to a user before they stop (if the person has not converted).  Logically, you will not be charged for people not clicking on your ads but racking up impressions can have negative effects.  For example ad click through rate influences your ads quality score3 which affects your placement on a website.  You may start to have a poorly performing campaign if your ads quality score dips because it is being served to people who are not clicking on it.

Frequency Capping Settings in AdWords

You also run the risk of alienating people.  A good fix for that is setting a frequency cap of about 15 to 20 impressions per month.  If users do not click on the ad after that many times, it is a good idea to stop showing them ads.

Set Your List Membership Duration

setting a membership duration clockWhen a remarketing list4 is created, you must decide how long the cookies of users remain on the list that gets created.  By default (and at the time of this writing) cookies remain on a list for 30 days.  There is not a universal time frame that should be set because every firm will have a different “sales cycle” or time frame in which an internet visitor finds out about the firm, does some research and eventually converts.

Find out what that time frame is (or use your best judgment) and set your list membership duration to that.  For example if you know that your average new client took about 14 days to make a decision on which firm to go with, the default of 30 days or slightly less should work well.  Conversely if they took more time than that, the list membership duration should be set accordingly.  The type of practice area you specialize in will influence this.  For instance people probably make a decision on a criminal defense attorney much faster than if they were looking for an attorney specializing in estate planning.

Additional Targeting

Geographic targeting will ensure you don’t end up showing on websites overseas or other irrelevant locales but there are other kinds of targeting that can be helpful.  For example you can let Google know you want to target by gender.  Google assumes the gender of visitors based on behavioral trends and the websites that ads are shown on but they can be pretty accurate.  Targeting features like this can come in handy if you specialize in areas of the law heavily represented by specific genders such as sexual assault or if you focus on specific genders for clientele such as in divorce or family law.

Remarketing is a very unique form of advertising where you can stay top of mind to people who have already shown an interest in your firm.  With a few clever tweaks, you can increase conversions and lower costs on your campaigns.