All too often, law firms fail to use proper location targeting when creating ads, and they completely ignore the power of ad scheduling. Both mistakes can be detrimental to the campaign.
Ad scheduling allows you to choose when your ad is displayed. You’ll need to look at key metrics to determine when your target market is the most active. You can get this information by pouring over website analytics. Then, start your campaign and make changes if necessary, depending on the success.
Location targeting is also critical. The Display Network lets you choose who sees your ads based on location. Some firms choose too many locations and aren’t able to get many clients. Narrow is better regarding location targeting. You want to find people who live or work close to your firm for the best results.