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The Ultimate Guide to YouTube Ads for Law Firms

Nanato Media

Have you considered Google’s video platform, YouTube, for your law firm’s digital marketing? Today, we’ll explore the possibilities YouTube offers and how they can be beneficial for your brand awareness and engagement with your law firm’s community. 

In previous articles, we’ve covered various aspects around PPC, including the Display Network and its importance for law firms, and the Essential Ad Formats For Law Firms. If you’ve read these articles and especially the second one, you have a high-level understanding of PPC and why YouTube can contribute to your law firm’s success with digital marketing. Today, we’ll dive deeper into the world of YouTube Ads. We’ll start with news and updates about the premium advertising program, and we’ll move to the most valuable YouTube ad formats and how you can use them for your law firm. 

What is YouTube Select?

It is Google’s new premium advertising program for YouTube. It offers multiple layers of flexibility and adaptability to your Video Ads buy, and it gives enhanced selection options in terms of device targeting, content specialization, or even preference on specific content creators. 

How is it different from other Video Ad options?

Let’s compare it to its predecessor, Google Preferred. According to YouTube Select official launch video, it helps you find relevant content for your brand, your law firm. They are extending the offerings, giving you the ability to choose more specific categories, and not broadly target entertainment or health and beauty. The video platform now gives the possibility to directly access events, such as sports and music, adding sponsorships. Additionally, it gives you more capabilities, allowing you to target specific interests or topics. Last but not least with YouTube select you can get maximized certainty in terms of content compatibility. Google combines AI with manual watching to ensure that the content can be approved and is suitable for specific audiences.

Tip: Use the advanced targeting features to get in front of Spanish speaking audiences. The US Hispanic market is rapidly gaining importance and represents a significant opportunity for law firms. Don’t forget that it’s crucial to culturally speak in their language.      

Why is it relevant right now?

We left the best feature last. It allows you to add connected TV targeting. Why does it matter? By targeting TV screen viewing, you increase the chances of committed audiences, people who carefully pick what they watch, and they closely relate to the specific content. CTV viewing has increased amid COVID-19, and with high intent and local targeting you can increase your law firm’s brand awareness showing Ads to people who matter to your practice. 

Below you will find some important statistics YouTube is sharing regarding the performance of YouTube Select:

Now that we explained the new, enhanced capabilities of YouTube’s premium advertising program, it’s time for the main consideration. What should be the goal for your law firm’s Video Ads, and how can you achieve it?

  • Build brand awareness for your law firm

TV, radio, and other traditional media were previously dominating legal marketing, especially for brand awareness purposes. Nowadays, though, we are living in a digital world, and YouTube is here to take the leading spot in the race of raising brand awareness for law firms. You can get all the positive aspects of TV Ads without the downsides, such as long term commitment and hefty ad buy. At the same time, you can choose your schedule for your attorney YouTube ads turning them on for specific days and times. Having a dominant brand name allows you to stay on top of mind, so clients can recall you when they need your services. It also allows your other formats of paid marketing to be more effective, as people who remember your law firm’s brand name have more chances to click on your ad and convert. 

What formats of YouTube Ads are suitable for law firm’s?

  • Bumper Ads

Google is heavily investing in AI, and bumper machine have been in the spotlight for YouTube Ads. Its purpose is to go through longer videos and create 6 seconds clips, originating from them, using artificial intelligence. This technology is tied to Bumper Ads, the Video Ad format that is short, to the point, and the user cannot skip. If you don’t want to let AI do the job, you can use Google’s new Video Builder tool to create videos for your law firm, using your assets and additional free media provided by Google.

Tip: Target your local audiences for increased exposure within your community. Approach them with a positive, empathetic message, that will make your law firm a point of reference.

  • No- skippable in-stream Ads

These 15 seconds, non-skippable Video Ads allow you to get in front of your target audience at the beginning, middle, or the end of a YouTube video. This Video Ad format appears on content that shares relevancy with your ad, making it ideal for your law firm’s brand awareness strategy. 

Remember: You will get charged based on impressions for your Bumper Ads and in-stream Ads (CPM bidding).

We would also recommend you to look into the possibility of Video Discovery Ads for your law firm’s Video Ads strategy. Their core purpose isn’t brand awareness but brand and services consideration. They use CPC bidding format, and they are similar to Text Ads on SERP or Display Ads on the Display Network.


What are our key takeaways on YouTube Ads for law firms?

  • YouTube Select is Google’s brand new premium program for its Video Platform, and it offers several important features that could help you increase your law firm’s brand awareness. 
  • Your goal with YouTube Ads should be to establish your law firm as an authoritative brand that is recognized by your local community. 
  • Google is investing in AI, and it’s closely related to bumper machine and bumper ads. Don’t sleep on the opportunity to add them to your law firm’s digital marketing mix.

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