Generate the Most Money With YouTube Ads for Law Firms

(Proven Results with Case Study)

Rather than just being another nice-to-have, digital advertising is now a must-have in a firm’s business strategy. There are many reasons for this, the main one being: finding the right clients at the right time. And where are your customers? They are everywhere, and on average, it takes 8 touchpoints to engage a prospect. This confirms that there isn’t a one-to-one attribution in legal marketing, thus emphasizing the importance of being present throughout your customer’s journey.

As a general principle, firms need to keep in mind that while prospects might not face legal issues now, you’ll want them to call your firm and not the competition if the time ever comes. This is why remaining top-of-mind is critical in today’s market. Top-of-mind awareness places your firm as the go-to firm. It also enhances your image, search rankings, and, most importantly, calls and cases.
As a rule of thumb: Brand awareness helps build trust. Consumers buy from brands they trust.

And how can you build on your firm’s brand awareness effectively and quickly? A powerful way to do so is through YouTube Ads. According to Statista, more than half (62%) of users access YouTube daily in the U.S. alone. On a worldwide basis, the advertising revenues look promising with a total growth of 46% from last year. Take a look:

Are firms seeing success from YouTube Ads?

The answer is yes, and the numbers back this up. The following case study from a Consultwebs’ client demonstrates the power of brand building through YouTube advertising.

Hackard Law is an estate planning firm based in Sacramento, California. They came to Consultwebs, back in March 2020 with an initial investment of $3,000. The primary purpose behind leveraging YouTube ads was to build brand awareness and remain top-of-mind. Since then, Hackard has increased its investment to $30,000!

They run four different types of YouTube Ads: 

1. Beneficiary rights 
2. Estate planning 
3. Trust litigation
4. Estates & business succession battles

While keeping this in mind, let’s dive into their performance analysis. 

Hackard Law’s Overall YouTube Ad Performance

Before diving into any numbers, it’s best to know that digital advertising experts measure a campaign’s level of success using the following metrics: 

As a rule of thumb, campaigns should run a solid 3-4 months before seeing results. This way, the legal digital advertising team has a chance to optimize the accounts and campaigns, fix any errors, and try new strategies. Plus, the timelapse gives the ads a chance to run, thus allowing the marketing team enough data to analyze and then measure what’s working and what isn’t. 

With that said, the focus will be on Hackard’s latest campaigns running from January 2022 until March 2022. While more is explained below, feel free to take a look at the numbers here: 

1. When comparing a month-to-month growth from February to March 2022, their overall views increased by 2.3%. This may not translate as much; however, the average number of views is over half a million, and their reach goes beyond that. In other words, there were a total of 15,668 new views in just that month alone.
2. The view rate from January to March 2022 went from 42.45% to 51.57%. The higher the view rate = the higher the engagement. Given Hackard’s percentage and considering the benchmark for view rates is 39.1% – they’re doing an outstanding job retaining their audience’s interest.
3. The click rate between January to March 2022 increased by 376%. Although you’ll notice a slight decrease in clicks between February and March – this is normal. As you can see, the overall growth remains steady throughout the 3 months of the campaign.
4. The watch time between February 2022 and March 2022 increased by around 1% (in hours). This means that there were 144.3 hours of new watch time added. That’s approximately 8,658 minutes added. 

Hackard Law’s LA Trust Litigation YouTube Ad 

In this section, you’ll be able to see their success through a specific campaign.

Hackard Law is within the jurisdiction of California, specifically in the Sacramento area. This isn’t stopping them from expanding their reach by targeting outside their region. Some other areas they target include: San Mateo, Santa Clara, and even Los Angeles.

• In this case, the campaign was related to LA Trust Litigation. It ran from January until April 2022, and its main focus was building on brand awareness. In addition to that, non-skippable 5-second ads were placed at the beginning of the YouTube video. 

Take a look at the campaign here: 

How did the campaign perform?

1. In 3 months of the campaign, they had over half a million views (541,809 views, to be exact.) 
2. They had over 2,465 clicks on this ad alone out of the half-million views. 
3. The view rate was 52.66% which is above average – considering the average view rate is around 31.9%
4. The watch time is given in seconds, but we converted it to hours for clarity’s sake. This ad alone gathered a massive watch time of 1,3460.63 hours. 

With all this said, there are several reasons why Hackard boosted their advertising investment with Consultwebs further; the main reason being: 

During the first week of February 2022, Hackard Law Firm reported a PNC (pending new cases) count of 47. They signed several 1,000,000 (yes, $1 million) cases! 

How are Consultwebs YouTube Ads helping Hackard sign several $1 million cases?!

To begin answering this question, think back to the fact that it takes 8 touchpoints to engage a prospect. In this case, YouTube Ads are a vital touchpoint. Hackard Law stated that almost every client who came in, including the most prominent cases they’ve signed, indicated that they saw the videos before calling. 

Law firms can see great success with digital advertising investments. However, it requires expertise and consistent effort. For example, bidding for keywords in law can be highly competitive and expensive, more so when it’s poorly executed and managed. 

Because of such factors, our team takes a unique approach to legal digital ads. While there are hundreds of optimizations, here are some of the best practices you can expect with Consultwebs:  

1. Adjusting the ad copy and CTA’s (call to action).
2. Changing the bidding strategy.
3. Reaching new(er) audiences, e.g., targeting users based on financial interest, age, etc. 
4. Placing the ads as scattered as the firm wants them to be. The campaigns are 100% customizable to meet your unique needs. 
5. Advertising to the exact audience you’re looking for and need to reach. Unlike billboards or TV ads, this is also 100% trackable. 
6. Selecting specific hours firms want their ads to be live. The digital advertising experts at Consultwebs focus on tweaking the campaigns to meet particular niche markets from state-wide, countywide, and even by zip code.  

Takeaway 

Legal digital advertising efforts are the fastest way to bring legitimate, high-quality leads to your firm. While many firms are starting to realize the power behind it, we also understand firms like yours do not (and should not) break the bank paying for expensive, non-performing paid advertisements. 

To ensure your ads get you the most in return, you need to ensure they’re placed in front of the people that need your services. To achieve this in a stress-free way it’s best to leave your firm’s paid campaign efforts in the hands of legal campaign experts. 

The post Generate the Most Money With YouTube Ads for Law Firms appeared first on Consultwebs.

from Consultwebs https://www.consultwebs.com/blog/generate-money-with-youtube-ads-for-law-firms
via https://www.consultwebs.com