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A Guide to Display Ads for PI law firms

Nanato Media

Can Display Ads contribute to your Personal Injury law firm’s success in digital marketing? In this article, we explore the Display Network, and we uncover its added value on your PI PPC. 

The Display Network might not be the first to come to mind when thinking about digital marketing for PI law firms. Some will come up with SEM and Google Ads for paid traffic, while others with SEO for organic rankings. We often see that attorneys overlook the Display Network and Banner Ads. In previous articles, we covered the importance of investing in highly relevant bilingual PPC campaigns, we explored the Google Core Update and its effect on law firms, and we’ve given detailed and actionable tips for your PI law firm’s PPC. Today, we’ll explore the Display Network and its value for Personal Injury law firms, starting from the DOs and DONTs, and deep-diving into practice area-specific examples that you can use to stand out.  

Google says that with the Display Network, your business gets in front of prospective clients, while they browse the websites they love, watch YouTube Videos, check their emails on Gmail, and use their favorite mobile Apps. Below, you can find a brief explanation of the Display Ads categories. 

1.Responsive Ads

Responsive Ads, allow you to create semi-automated Display campaigns for your PI law firm. It means that you can use all your assets, such as your Ad copy, images, and logo, and Google will optimize your Ads. The major advantage you get is that your banners will blend with the publisher’s website and get a native look. On the downside, you won’t have complete control over the outcome. 

2.Image Ads

Image Ads are manual. You can design your banners, create an HTML code, or upload them as images, and Google will display your Ads on the corresponding websites. This requires some extra work from your team, as you have to create different banners to fit the dimensions you prefer.  

3.Engagement Ads

These are part of YouTube. You can use them in the form of video or image ads. The good news is that you don’t need to commit to a hefty video production investment, you can look into the new Google Video Builder tool that allows you to create short videos and use them as Bumper Ads on non-skippable instream Ads.

4.Gmail Ads

Expandable Ads on the top of Gmail tabs. 

What’s the value of Display Ads for your Personal Injury law firm? 

  • Remarketing

Remarketing is all about maximizing your chances for conversions. Why wouldn’t you eat the whole steak when you got the chance to do it? By setting the proper tracking, you can reach visitors who browsed your websites but didn’t end up converting. As soon as you have your PI display ads strategy in place, you can get in front of them with your banner ads on websites they enjoy surfing.  Let’s review two examples.

Remarketing display campaign for truck accidents.

For the first example, we’ll look into a case for PI law firms handling truck accidents and investing in Google Ads. Let’s consider that a prospective client clicked on your highly relevant ad, he visited your dedicated landing page, found the information he was looking for, but for some reason he didn’t end up converting in an actual case. Is it a lost cause already? Guess what, it isn’t. You can track the visitor, and next time they visit a website, they will see your truck accident banner ad in front of him. That way, you get another chance with the particular lead that already knows your law firm and is interested in your services.  

Remarketing for slip and fall cases in Spanish.

Similar to what we explained in the first point, your PI law firm handles slip and fall cases and invests in Google Ads for Hispanics. If the searcher clicked on your ad but didn’t end up signing with your firm, you can get a second chance with the Display Network. What’s critical here is that you can add language targeting on your campaigns and show your carefully designed and transcreated ads on websites that are popular with Latinx.  

  • Retargeting

There are often mixups between retargeting and remarketing, some even consider it as one, but the truth is that they should be treated separately. Retargeting is all about finding customers who can potentially be interested in your services, based on online or offline criteria. The difference here is that the visitor might have landed organically on your website, or through social media, such as Facebook or YouTube. What’s of great value at this point is to look into offline retargeting. This requires some manual work from your team, as the goal is to identify places of interest for your PI law firm, and then start targeting prospects that visited them. Let’s break it down with an example.

– Retargeting for Car accident cases following an offsite approach

Where would someone involved in a car accident go after a car accident? Potentially to a healthcare provider or a repair shop for their car. Why is that valuable for your PI law firm? You probably already know such places of interest in your local area, you can back it up with some research and then create a list of the places that are relevant to your law firm. Once you have the list ready, you can get on your Google Display Ads with geotargeting. It doesn’t mean that every impression or click you will get will be a new case, but you increase your chances to get in front of prospective clients who need you and might not even know it yet. What’s even better? Display ads are significantly cheaper compared to Search Ads, and therefore you might be looking to new cases with a lower CPA.

Tip: Mobile traffic is critical for any advertiser, but especially for Personal Injury law firms. Ensure that your ads are ready for mobile traffic. Work on your design, and banner types to be able to capture that high intent mobile traffic. If you are investing in bilingual ads, remember to keep your ad groups organized for each language (English, Spanish, etc.).  


 It’s time for our key takeaways.

  • People often disregard the Display Network, but it represents an opportunity for new cases with a lower CPA.
  • It’s important to set your expectations and work strategically with PI display ads. Your law firm’s campaigns should concentrate on Remarketing and Retargeting. That way, you’re not leaving anything on the plate for your competitors.
  • You should research your message, design, language, and images in a way that they are assertive, appealing, and positive. If, for example, you want to target Latinx clients, you should prepare your Ads accordingly.
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