Efficiently spending your advertising dollars is an art form.  It’s a bit like writing a book – you have to use skill, intelligence, creativity and planning to secure the highest return on your investment.  Properly targeting your advertising is the best way to accomplish this.  With online advertising we want to target with high granularity.

What is granularity?  Granularity is the relative level of scale, depth or detail that characterizes an activity.  For some people, the word granularity brings the image of sand to mind.  So to simplify the notion of granular online advertising, imagine an hourglass – grains of sand slowly being narrowed and diverted at a finely tuned and precise pace.  One by one they carefully slip through, automating the measure of time.

Now, imagine that the hourglass is your practice, the grains of sand are potential cases and the narrow gap between the two halves of the hourglass is your job.  You must set the pace to select the cases that will provide the most positive outcome so you can maintain a successful business.  Should you consider every case at once?  How can you ensure that the cases you do consider will be within the correct scope of your practice?  What if you could tailor and automate the screening process to save time?  

This is how the granular approach to online advertising can help build a more successful practice.

We begin with a large pool of potential clients (lots of sand), with some being more qualified for your services than others.  Rather than screening every single one you must devise a way to pull in the most qualified (narrow the gap to set the pace).  This is why we advertise, and we want to get granular.  Categories such as practice area, geographic location, and experience are important granular topics.  Provide these details in your advertisements and your traffic – the stream of potential clients that seeks you out – will become more qualified, thus allowing your business to run more efficiently.  

Now, how can we automate this effort to achieve maximum potential?  Effectively, it would be nice to turn a key and let a process or system take over so that you’ll always be assured a steady stream of qualified traffic.  This is the benefit of online advertising.  

Online advertising is growing at an exponential pace.  Every day millions and millions of potential clients search the web for legal services.  Being an electronic medium, it is only natural to automate legal advertising so that the targeting is always precise.  Somewhat like designating that a TV commercial for golf clubs always plays on the Golf Channel.  Setting the ad targeting and trafficking parameters by utilizing granularity increases the likelihood of qualified traffic clicking on your ad and taking action to contact you.  And, with automation we can target qualified traffic with precise granularity every time, thus effectively turning a key and letting a system do the work of delivering highly qualified prospects to your growing practice.

Brian Ledis