Ad-blocking software has become increasingly popular, with millions of users employing it to block online advertisements. This surge in ad-blocking software usage has raised concerns among businesses regarding the impact on their advertising efforts.
At PMP Marketing Group, we are well-versed in how ad-blocking software works, and we also understand the damaging effect it could have on your law firm’s marketing efforts.
Below, we discuss the effects of ad-blocking software, as well as some strategies that may help your firm to reach potential clients.
How Frequently is Ad-Blocking Software Used?
The usage rates of ad-blocking software vary based on the type of content being provided and the demographics of the audience. For instance, young men who frequent video game sites tend to use ad-block software more frequently than other groups.
Ad-blocking software on desktop computers has been prevalent for some time, but it was only introduced on Apple’s iPhone operating system in 2015. This could be due to the fact that mobile browsing surpassed desktop internet usage back in January 2014. Today, many businesses continue to observe that a significant portion of their website traffic originates from mobile devices such as tablets, smartphones and e-readers.
How Effective is Ad-Blocking Software?
Ad-blocking software can be highly effective in blocking online advertisements, as its primary purpose is to prevent ads from being displayed on websites.
The effectiveness of ad-blockers can vary depending on the specific software used. In general, they are designed to block or filter out various types of ads, including the following:
- Banner ads
- Pop-up ads
- Video ads
Studies conducted to assess the effects of ad-blocking apps demonstrated that webpage data sizes significantly decreased, leading to faster load times when ad blockers were enabled. Additionally, the iPhone’s battery life showed improvement when ads were removed.
However, it is worth noting that some studies have indicated that ad-blocking software can occasionally cause websites to load with missing content or broken online shopping carts.
What Strategies Can Law Firms Employ to Get Around Ad-Blocking Software?
Law firms can employ various strategies to navigate around ad-blocking software and reach their target audience effectively.
Instead of relying solely on traditional banner ads, law firms can invest in content marketing. By creating high-quality, informative content such as blog posts or videos, law firms can attract and engage potential clients. Content marketing focuses on providing value to the audience, establishing the firm’s expertise, and building trust. All this may establish brand awareness and generate leads.
Law firms should also leverage social media marketing using platforms like Facebook, Instagram, Twitter, and LinkedIn for targeted advertising. By using precise targeting parameters, law firms may be able to ensure their ads are shown to the right audience.
Optimizing the firm’s website for search engines can also help drive organic traffic and increase visibility. By focusing on these strategies, a law firm may be able to improve search engine rankings. Higher visibility in search results can lead to increased website visits and conversions, even if traditional ads are blocked.
Get Help With Your Digital Marketing Strategies. Call Us Today
At PMP Marketing Group, our knowledgeable team of digital marketers are ready to help your law firm increase conversions despite the growing popularity of ad-blocking software.
By leveraging effective digital marketing strategies, your firm can reach potential clients and engage with them directly, minimizing the impact of ad-blocking on traditional banner ads.