As an online marketer for law firms, I’ve spoken with many lawyers who overlook, or don’t understand, the value of advertising on YouTube. is one of the most influential advertising channels available on the Internet. In this article, I will explain to you exactly how to use Youtube ads effectively to market your law firm. Before I explain how you can use Youtube to draw in big cases and more clients, let’s look at why YouTube advertising for lawyers makes sense.
Why YouTube Advertising for Law Firms Makes Sense
YouTube makes perfect sense as an advertising medium. Why? YouTube is undoubtedly the largest video marketing network in the world. Here are a few recent statistics that demonstrate the reach of YouTube:
- YouTube has over a billion users.
- More than 500 million hours of videos are watched on YouTube each day.
- YouTube reaches more 18-49 year olds than any US cable network.
- 85% of the US internet audience watches videos online.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it as text.
- Internet video traffic made up 69% of all global consumer Internet traffic in 2017.
- By 2019, internet video traffic will account for 80% of all consumer Internet traffic.
The point of sharing these statistics is to show that if you aren’t advertising on YouTube, you are missing out on the potential to create “brand” awareness of your law firm and to target specific types of cases and clients.
Many Lawyers Have Ignored the Benefits of Advertising on YouTube
Many law firms have yet to discover the benefits of paid advertising on YouTube video ads. Therein lies a huge potential for your marketing voice to be heard online as opposed to trying to be heard (at great expense) over the roar of all the law firm ads saturating local TV stations. Additionally, advertising on YouTube has its advantages over advertising on local television:
- Rapid ad placement: If you’ve ever run an ad on TV, you know that from start to finish it can take days or weeks to prepare your ad and book your run times. If you are “boosting a post” or running a graphic/text ad, Facebook only takes minutes to set up. Even if you are shooting a video for your Facebook ad (note – video ads typically perform better than other ads), Facebook is still much quicker than television.
- Control of your budget: On average, I’ve found that the Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The M in CPM represents the Roman numeral for 1,000. on Facebook is higher than the CPM of advertising on a local television station. However, unlike TV ad campaigns that require a few months of commitment, you can exercise much more control over your Facebook ad budget. Basically, you can spend as little or as much as you want and you can turn your ads off and on as often as you like.
- Control of ad targeting: Compared to television advertising, Facebook gives you much greater control of your ad’s target. Here are some of the ways you can target your ads:
- Age, Gender, and Language: You can select the basic demographics of the audience you want to reach.
Location: You have the option to target your audience based on location including countries, states, provinces, cities, congressional districts, zip codes, or any combination of locations.
Education: You can select your audience based on education level, fields of study, schools and undergrad years.
Interests: You can choose specific interests (such as law, divorce, criminal justice, etc.) that are important to your audience.
Behaviors: You can select people based on purchase behaviors or intents, device usage and more.
Connections: You can select your audience based on whether they’re connected to your Page. Anyone who has a friend connected to what you’re advertising will see their friend included in your ad.