YouTube Audio Ads For Law Firms
An effective way of generating leads and new business
Key components of an effective legal marketing plan include broadening your target audience and building awareness of your brand. YouTube audio ads might be a way to do just that. In today’s busy world, audio content may capture the attention of potential clients listening to music, podcasts, or lectures. These quick ads should contain vital information, and if they reach the ears of quality potential clients, they could expand your marketing potential significantly. If you are not sure if YouTube audio ads are right for your law firm? Continue reading to find out why they can potentially work within a comprehensive legal marketing campaign.
What Is a YouTube Audio Ad?
YouTube is not only for watching videos. Audio content is a significant element of YouTube’s platform. 2.2 billion people log on to YouTube monthly. The billions of people logging in are not just listening to the audio but also watching videos and YouTube shows. But the numbers are still quite substantial and encompass a massive audience listening to your legal audio ads.
YouTube audio ads are much like their video counterparts. There is a voiceover reading a script, and an image or animation feature is displayed on the screen. Creating, buying, and setting up a YouTube audio campaign is easier than you think. It can be created and managed from a Google Ads account. As a bonus, you can analyze the data from your YouTube audio ads using your free Google resources.
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How to Manage a YouTube Audio Ad Campaign
Creating a YouTube audio ad campaign is simple; no previous advertising experience is required. It is fairly easy to set up a campaign; you will sign into your Google ads account, choose an audio ad campaign, click a few buttons, and be on your way to creating your first audio ad.
Legal YouTube audio ads should only be 15 seconds long. They usually require a call to action and a companion banner on the screen. Google suggests that audio ads target a large audience even though focusing on smaller, specific audiences would seem more profitable. Even though the audience will be large, you will still be able to choose your potential listeners’ location, age, and interests.
You will need a finished marketing video before recording your ad. The video should include the audio portion of the ad and an animation or an image. The ads can be uploaded to your law firm’s account, which is usually a Google Ads account. With the Google Ads account, you can track how well your audio ad is doing.
It may be beneficial to set up certain ads that run during podcasts or lectures and others that run during certain music genres. Then you can see where they best perform. Dynamic music lineups are some of the best ways to target your ideal audience.
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Benefits of Running a YouTube Audio Ad Campaign
There are numerous benefits to using YouTube audio ads. It is a fairly effortless process, and advertising on a new platform will generate new leads and grow your audience. Another benefit is that you can easily track your ads using Google resources as you do for other ads. It will take a minimal time to record a voiceover and add images. YouTube has a larger reach than other marketing methods and can help you to obtain many potential customers.
Best Industry Practices
Most audio ads become background noise while users are doing something else, so they can be missed. Creating engaging ads is an important part of a productive YouTube audio ad campaign.
But how do you accomplish that? Here are a few best industry practices:
Use a conversational tone. Ads will play between songs, so you do not want to change the tone significantly. You might not catch users’ attention if your tone is too serious or light. Stick to facts and record your ad as if conversing with a new client.
Be sure to include a call to action. Remind listeners to contact your law firm or schedule a free consultation. Include phone numbers, email addresses, and website information, so potential clients know how and where to find and contact you.
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Make sure the visual component is appropriate for your ad. Although it is an audio ad, potential clients will want to see an animation of your logo or a picture of your team. Make it memorable.
Be sure to follow the specifications YouTube sets out for ads. Review the directions to ensure your file is the right size and you have the correct ad length resolution and aspect audio for your ads.
Can Anyone Run an Audio Ad on YouTube?
When YouTube began its audio ad format in 2019, only certain types of businesses were allowed to run audio ads. Since 2020, it has been open to most industries except healthcare, gambling, and alcohol. Luckily, lawyers and law firms can run YouTube audio ads.
Deciding if YouTube Ads Are Right for Your Law Firm
Depending on the law firm you have and the type of clients you are trying to obtain, audio ads may or may not be the best way to reach your targeted audience. Your audio ads should run when your targeted audience is listening to specific styles of music and/or listening to podcasts.
It is wise to run ads while legal podcasts or lectures are running to draw the right kind of customer to your firm. YouTube ads are an effective way of generating leads and new business.
Digital Marketing Next Steps
Simply creating a YouTube audio ad to say that you did one will not be effective. You need to take time researching the right terminology to use and how often you need to post. Take the time to research and determine if including YouTube audio ads is right for your law firm.
Annette Choti, Esq. graduated from law school 20 years ago, and is the Founder of Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at at annette@lawquill.com.
