Will New Ad Blocker Trends Affect Your Law Firm?
Are you one of the many lawyers running online Pay-Per-Click (PPC) campaigns to try and boost business for your law firm? If so, you’ll want to take a second and read this article to learn more about ad blocking, which is a trend that’s changing the landscape of digital marketing.
Ad blocking is a way to basically tune out pop-ups, banners, and other intrusive ads that can ruin your web browsing experience. Ad Block Plus is the most popular ad blocking plug-in, as it can be downloaded for free right from their website. In fact, Ad Block Plus claims it is the most popular web browser extension in the world. However, Ad Block Plus has been shown to be a bit overzealous when it comes to which ads the extension blocks: Google AdWords, Facebook ads, and Twitter ads have all been affected. Thus, if you’re currently spending money on any of these PPC campaigns, you may be at risk of not reaching your target audience and, depending on the specifics of your campaign, you may be charged for ads that no one is even seeing.
So what can be done to combat this new trend? As of this writing, advertisers and developers are working on ways to make ads un-intrusive by focusing a better user experience and creating ads that are less bulky and do not take up a lot of bandwidth, since these issues were the the whole reason ad blocking software was developed. AdBlock Plus is also working with Google and Twitter to find a solution to this issue, though whatever solution is reached will likely cost those companies extra money – and that cost will presumably be transferred to you, the ad buyer. However, none of these solutions are imminent, meaning some extra steps need to be taken in regards to your law firm’s digital marketing strategy.
While PPC marketing can get your law firm to the top of Google searches through paid means, there’s a very good chance potential clients will not see your ads. Instead, a marketing strategy that relies on content and SEO rich blogs will help your law firm rank higher on search engines and will be visible to your specific audience. Organic searches are not affected by ad blockers, and the content you offer will be beneficial to your audience, who may then share it with others who may be in need of your services. Blogs, YouTube videos, and ebooks are just some of the many marketing materials you can use to get around the ad blocking trend.
Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.