If you’re an attorney and your law firm marketing team isn’t already using machine learning in various aspects of your business, you may think that it’s technology years away. But that’s actually not the case. Machine learning is already here, and a surprising number of law firms are using it right now in 2020.
In fact, there are thousands of law firms using machine learning tools to do things like review documents, conduct due diligence and predict legal outcomes.
But perhaps the most powerful use of machine learning technology in the legal industry today is related to video marketing technology. It’s being used to bring high-value clients into law firms’ offices.
In 2016, Google-owned YouTube launched (and continues to improve) their machine learning-powered video advertising functionality dubbed “Smart Bidding”. It uses bleeding edge technology – along with a wide range of Google-owned customer data such as current location and recent search history – to target potential clients who are actively searching for legal services online.
It uses bleeding edge technology – along with a wide range of Google-owned customer data such as current location and recent search history – to target potential clients who are actively searching for legal services online.
Introducing Smart Bidding For Law Firm Marketing Teams
Once the Smart Bidding technology identifies a potential client, a video ad (pre-uploaded by the law firm) is played in front of that person the next time they’re watching videos on YouTube.
This results in a win for the viewer – since their search history shows they’re interested in legal services – and a win for the attorney, since he or she gets their law firm’s brand in front of the potential client.
Smart Bidding has been so successful that it’s now one of the most widely used features in Google’s advertising ecosystem.
When a potential client near the personal injury attorney’s area searches on Google for something like “Best attorneys in [CITY]” or “personal injury attorney in [CITY]” or “attorneys near me”, the video ad will be played to that potential client
Here’s Google’s definition of the Smart Bidding feature:
“Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding”. Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC (ECPC) are all Smart Bidding strategies.”
How Can Law Firm Marketing Teams Leverage Smart Bidding?
Whether your law firm marketing strategy isn’t leveraging video ads, or is already running ads online, you’ll want to be sure that you’re taking advantage of this technology. Here’s a (simplified) example of how a personal injury attorney might take advantage of it:
- Personal Injury Attorney produces a video ad, and uploads it to YouTube
- Personal Injury Attorney creates a video ad campaign via Google Ads
- Personal Injury Attorney sets up conversion tracking, required for Smart Bidding feature
And that’s it!
Now when a potential client near the personal injury attorney’s area searches on Google for something like “Best attorneys in [CITY]” or “personal injury attorney in [CITY]” or “attorneys near me”, the attorney video ad will be played to that potential client, bringing significant awareness to that personal injury attorney’s brand, and enhancing the chances of a phone call or website form submission.
Conclusion
While law firm marketing teams have more ways than ever to reach potential clients, it’s also getting harder to stay efficient and effective while juggling all the options and variables. Smart Bidding’s machine learning technology makes it easier than ever for law firms to drive potential clients into their offices for consultations.
If you need help with your next video marketing campaign, contact Sharp Eye Animation to learn why we’re the company law firm marketing teams turn to for their end-to-end video needs.
Questions? Contact us today to speak with an expert.
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