Are you looking for attorney ads to use as inspiration for your law firm’s next advertising campaign? Or are you looking for the most profitable channels to advertise upon? Whatever the case may be, we have you covered. In this post, you will find # attorney ads and ad networks used for offline and online advertising campaigns.
Be sure to review the rules set by the ABA for Professionalism & Ethics in Lawyer Advertising and additional guidelines from your state bar for attorney advertising. Some states have theirs listed publicly as part of their Rules of Professional Conduct. Others have them in PDF format and offer a self-study course on how to advertise in the electronic age.
Ad Spending Trends in 2019
According to The Outlook for Data-Driven Advertising & Marketing 2020 by the Winterberry Group, the total advertising spends for offline media (TV, radio, print, etc.) in the US is $218.1B compared to $145.3 for online media (search, social, display, etc.). With that said, it’s important to note the following about these channels.
- Newspaper and Magazine spending has been dropping steadily for a couple of years.
- Direct Mail spending has been up and down since 2017.
- Advertisers are increasing their spending on each online media channel each year.
- Advertisers increased spending the most on Digital Video (+40.7% over 2018), Addressable TV (+37% over 2018), and Digital Audio (+30% over 2018).
While online media spending may not beat offline media spending, it may be a matter of time if advertisers continue to spend less on Magazines, Newspapers, Linear TV, Shopper Marketing, and Direct Mail. Especially since US households with traditional cable TV are expected to drop from 80.5 million in 2020 to 69.6 million by 2023. And online video viewership will increase to an average of 100 minutes per day.
Or, it may simply be that advertisers can get more ROI out of online media with less advertising spend.
Video Ads for Attorneys
If you are looking for videos to inspire your law firm’s next ad for TV and online, YouTube is a great place to start. In terms of ideal length, a Google study from 2015 found that viewers were able to recall YouTube ads under 15 seconds best. But brand favorability increased with video ads that were 30 seconds and 2 minutes long.
With that in mind, these are the most viewed YouTube videos to inspire your next video ad.
With over 1 million views since October 2018, this video by Dolman Law Group shows the results of high-quality video production.
With over 204k views since May 2018, this video by Downtown L.A Law Group focuses on the clients and the personal connection they make with their attorneys.
With over 264k views since May 2017, this video by Shapiro, Appleton & Washburn takes a different approach. Instead of focusing on local scenery, attorneys, and their clients, it focuses on one person explaining what to do after an auto accident with a commercial vehicle.
With over 22k views since February 2020, this video by Thomas J. Henry Law sends a strong message in a short amount of time. A message that makes an impression regardless of whether your viewer has their sound on or not.
With over 14k views since February 2016, this video by Marilyn York uses the emotion of children to get your attention directed to an important side-effect of divorce – and a reason to call her law offices.
With over 10k views since February 2012, this video by Law Offices Of Jeffrey B. Kahn, P.C. about common tax problems gives potential clients time to get to know the attorney and how he would handle your case.
With over 2k views since March 2017, this video by Brian D. Perskin & Associates covers a specific topic: switching lawyers during a case. While it may not have a lot of views, it’s a great example of how to create a video ad for something that your clients commonly have to do.
With over 5 million views since February 2014, this video by former criminal defense attorney Jamie Casino took his personal story and created a two-minute cinematic feature for Super Bowl XLVIII.
With over 2.1 million views since October 2015, this video by Bryan Wilson, the Texas Law Hawk employs high-volume entertainment to make sure no one forgets who he is and what he does for his clients.
Display Ads for Attorneys
Spending on display advertising, according to the earlier-mentioned report by Winterberry Group, rose by 31% in 2019. If you’re not ready for video advertising, you can start with display advertising.
Google Ads is the second most effective advertising platform next to Facebook Ads, according to Attorney at Work’s 4th Annual Social Media Marketing Report. You can use Google Ads, along with other platforms, to boost your law firm’s visibility in the local market with display ads.
To find inspiration for display ads, you start by watching your favorite blogs and news sites. Many, like Business Insider, are Google Ads publishing network.
Google’s Ad Transparency Report shows a wide range of ad formats – video, display, and text – for political advertisers using Google Ads. Ads can be filtered by format.
You can also search on sites like Moat for display ads by other attorneys and law firms. They will give you a collage of the latest ads by your competitors, along with details about each individual ad placement when you hover over them.
Premium PPC research tools like SEMrush can show you the history of display ads by your competitors.
As you analyze your competitor’s display ads, you will want to note the way each uses branding elements, calls to action, high-quality professional photos, and copy to convey their message. Review the history of ads for your most active competitor and see if you can figure out how they have optimized their ads for conversions.
You can also get inspiration from offline display ads in the form of billboards. In addition to looking at the billboards around your local community, you can browse the galleries of outdoor billboard advertising services like Fliphound and Outfront Media. Filter results to see billboards for legal services.
Text Ads for Attorneys
Law firms also use Google Ads to place text-based ads on search results pages, websites, and mobile apps in Google Ads’ publishing network. Text-based attorney ads typically appear at the top and bottom of Google search results.
Similar ads, with fewer “ad extensions” like the phone number and deep links, appear in YouTube search results.
Google’s ad transparency report (mentioned earlier) shows some text-based ads alongside video and display ads from political campaigns in their database of currently running campaigns. Filter the results to show only text ads and click on each to read the full ad.
SpyFu and SEMrush, along with other PPC research tools, can show you text ads from the competition in search. You can analyze text ads by keyword or by browsing your competitor’s ad history.
Use these ad examples to help you write your own text-based ad copy for Google Ads. You can also use this as a basis for the text you use in ad copy for other ad campaigns as well.
Content & Native Feed Ads for Attorneys
If your law firm produces great content, you can increase brand visibility by promoting it with content ads. Networks like Taboola, Outbrain, and Revcontent will place sponsored “related” content after posts on sites like CNN, Business Insider, and other major news networks.
As you choose or create content for content ads, focus on content that will drive the reader to subscribe to your email list or to contact your office for a consultation. While the main goal of content ads is brand awareness, content that is focused on a specific conversion goal is more likely to boost the ROI of your advertising campaign.
Social Media Ads for Attorneys
Social media platforms like Facebook, Instagram, LinkedIn, and Twitter allow your law firm to create a variety of ad formats to reach new social audiences.
To see examples of social media ads in action, you can browse the Facebook Ad Library. It allows you to search for ads that are currently running by specific advertisers. If you start typing in an attorney or law firm name, you will start seeing results you can click upon. You can click on See Ad Details link to see the full ad copy, watch any videos, and click through to your competitor’s landing pages for more research.
Twitter offers a similar searchable library for advertisers that are running promoted tweet campaigns in the Ads Transparency Center. If you know an attorney or law firm that is advertising, you can see review their ads for the last seven days.
LinkedIn has plans to roll out a similar searchable ad library, but some users have yet to see it a year after it was announced on LinkedIn’s blog. In the meantime, you can visit your competitor’s LinkedIn company pages or the company page of other law firms. Click on the Ads tab to see the latest promoted posts by that page.
As you can see, there are many ways to get inspiration for your law firm’s advertising strategy. What tools will you use to plan out your next ad campaign?