The web is big and the potential for clients is just as big, right? We want people who need our services. We put our services on a website and give some text about what we do, then BAM!, people type keywords into Google and our services are right there on their screen. Their practically pulling out their wallet as they reach for the phone to call our number conveniently listed in the upper right corner, just above our smiling, inviting faces.

            If only it were so easy. But the fact is that setting up an account on Google and Yahoo can be a bit more painstaking than simply punching in a web address so that the “all-seeing Google eye” and the “Yahoo crystal ball” know we’re there. Fortunately, Google and Yahoo have done a lot to make their services user friendly and those trained in the set up of services for specific accounts can target potential clients better than ever.

            First of all, if you are located in Seattle, it is likely that potential clients in Atlantic City are few and far between and writing ads or including keywords that are broad enough to hook a fish in the Atlantic will prove ultimately to be a waste of worms (cash, I mean). Google and Yahoo help keep the bait closer to home, however, by providing some excellent means of geo-targeting.

            Certainly, one can target by city so that if you want to have your ad pop up only when a person in a targeted city searches for your service, that is easily done. States? Yes, of course. But what if in the city you work there are those who live in a given zip code that are not likely to make the trek to see you because of city size or terrain difficulties. Do most people in the city do business in their select quarter (i.e., on their side of the river or bridge; or in the northern or southern half depending on where they live)? You can limit your search to only the zip codes you want. Perhaps your money is better spent on the west side of the city and the other cities directly west of your own. This doesn’t even get into the obvious implications of household income targeting by zip code—another excellent benefit. Also the opportunity to target only states in which you are licensed to practice is obvious.

            But not only that, you can also target by mile radius. Want to stick to the first hundred miles closest to your business. No problem. 200 miles? Of course. 57 miles? Easier done than said.

            Targeting the people you want to see your ad for the greatest potential return on your advertising dollar is getting much more likely. Talk to us at Attorneys Online if we can help you get more specific and make a greater profit with a tighter net.