It’s no longer a question of if you should run remarketing campaigns; it’s how you should run remarketing campaigns.
With more devices in households than ever, remarketing is imperative to recapture and engage your audience for a second (or third or fourth) chance at their attention.
To launch an effective Google Ads remarketing campaign, it’s crucial you master the setup.
This guide will help you cover not only the basics of setting up a remarketing campaign but also advanced tips and tricks to get the most out of your marketing dollars.
1. Ensure Proper Tagging Is In Place
For remarketing to serve impressions, it is vital that the proper tracking is on a website.
Google Ads Tag
If your Google Ads account starts from scratch, a Google Tag must be implemented.
To find this specific to your account, navigate to Tools & Settings > Setup > Google tag.
If you’re used to the “Global Site Tag” name, it is now named the Google tag.
Google now offers installation configuration with any of these website builders:
If you are manually installing the tag, it must be placed immediately after the <head> tag of every page of your website.
Lastly, if you have Google Tag Manager, you can install the necessary code in your website container.
Google Analytics Tag
Google Analytics tracking is required before being able to create any remarketing list within the platform.
To find the tracking code, navigate to Admin > Property View > Tracking Info > Tracking Code.
Checking For Tag Implementation
The easiest way to check if tags have been implemented properly is to download the “Tag Assistant for Conversions” beta extension in a Chrome browser.
Navigate to your website and run the Tag Assistant. If implemented correctly, the results should look similar to this.
The green check mark means that there are no issues identified with the tag setup.
2. Create Intentional Remarketing Lists
Once you have ensured tracking is in place, it’s time to create intentional remarketing lists.
The intention is extremely important when crafting remarketing audiences.
If you simply targeted “All Visitors” to your website, you’re missing out on so many opportunities.
Google Analytics and Google Ads provide many options to segment your site viewers as granularly as you want.
Keep in mind that a list that is too narrow will have difficulty serving.
The key is to find a balance between audience size and their intent.
Google Analytics Lists
I prefer to create remarketing ads in Google Analytics (or GA4 if you’re already using it).
Because there is onsite behavior data to layer onto lists, it gives more options to qualify that audience.
To create an audience in Google Analytics 4, navigate to Configure > Audience Definitions.
Note: This is assuming that a user has already linked the proper Google Ads and Google Analytics accounts for data sharing.
Now, it’s time to get creative.
The key is to create multiple remarketing lists based on the categorization of your website.
A few starter ideas to consider when creating a remarketing list portfolio:
- Category page viewers.
- Purchasers/Leads (to exclude in campaigns).
- All Qualified site traffic (determined by time on site, whatever amount is considered above average for your business).
- Quality Blog Viewers (determined by time on site, whatever amount is considered above average for your business).
- Cart Viewers.
In this example, I want to create a remarketing list of anyone who visited a specific landing page and watched at least 50% of the video on that page.
The two key pieces of information to input would be “page” AND “video percent” (not “OR”).
Once completed, don’t forget to choose your audience destinations.
Always be sure to choose the Google Ads account for the list to import.
By doing so, the list can be used for Remarketing campaign purposes.
Google Ads Lists
To create lists in Google Ads, navigate to Tools & Settings > Audience Manager > Segments.
There are five different types of remarketing lists available to create:
- Website Visitors.
- App users.
- YouTube users.
- Customer list.
- Custom combinations.
This article gives a more in-depth breakdown of how to create effective YouTube remarketing lists.
Depending on the goal, create your necessary remarketing lists and choose a list duration. The maximum duration a user can stay in a list is 540 days.
The benefit of Google Ads remarketing lists is that they give the option of pre-populating the list with users in the past 30 days. Google Analytics does not offer retroactive audience filling.
3. Determine Proper Assets
The most popular remarketing campaign type is within the Google Display Network (GDN). However, there are Remarketing Search campaigns as well.
Before creating the proper assets, ask these questions first:
- What is the user being asked to do?
- What should the message consist of?
- Does the landing page experience match the ad messaging?
There are key components to consider when creating remarketing assets. Below are some of them:
- Static image formats
- Responsive image formats
- Headlines and descriptions (if using responsive format)
- Landing page experience
The full list of uploaded display ad specifications for Google Ads can be found here.
It is important to note that if using the Responsive Ad format, images must be ratio based and are not the same as static image requirements.
4. Create A Remarketing Campaign
Remarketing campaigns can be built in either the Google Ads interface or Google Ads Editor.
Start with the campaign name, budget, and settings. If you’re creating multiple remarketing campaigns, keep track by putting the audience name in the campaign.
The campaign settings can make or break performance. When they are not properly managed or maintained, expect some volatility in performance. These include:
- “Observation vs. Target” setting.
- Bid Strategy setting.
- Targeting Expansion setting.
- Location setting.
- Frequency Cap setting.
When adding audiences to a remarketing campaign, choose the “Targeting” setting instead of “Observation.”
By keeping it in “Observation” mode, audience targeting is not narrowed at all.
When selecting a bid strategy, be sure to select one based on your goals.
For example, if you are to use “Target CPA” and set the bid too low, Google will throttle impressions, and the campaign will be at risk to serve.
Lastly, be competitive with bids because the targeted audiences have already been introduced to your brand.
The next setting, “Optimized targeting,” is one that Google has conveniently hidden within the Ad Group settings.
Always keep this off in a remarketing campaign.
If you went through the trouble of creating a targeted list, why on earth would Google want us to expand to lookalike users in the same campaign?
The default setting is “People in, or who show interest, in your targeted locations.”
While this is the recommended setting according to Google, I recommend changing it to “in or regularly in targeted location.”
By changing it to the middle selection below, it allows for narrower targeting.
Lastly, frequency cap settings are still important because seeing the same ad multiple times daily creates a bad user experience.
Be sure to set frequency caps at a moderate level per user.
5. Analyze, Refine & Optimize
You’ve officially launched your first remarketing campaign!
That’s all there is, right?
It is important to keep a pulse on campaign performance early on. Some of the key items to watch for in the early days include:
- Ensure audience size is large enough to show impressions.
- Placements (where ads are showing).
After a few weeks of data (give or take, depending on the audience size), there should be enough information to start making optimizations based on performance.
The goal is to continually refine.
Remarketing campaigns are not a “set and forget” strategy.
Pulling It All Together
A remarketing strategy involves more than just targeting a group of users. It intertwines technology, audiences, messaging, and more.
Without even one of these areas, a remarketing campaign may not truly live up to its potential.
Follow the tips above to ensure your next Google Ads remarketing campaign is set up for success (and don’t forget to monitor performance!)
Featured Image: Chinnapong/Shutterstock
Website Organization Best Practices For Law Firms
Reaching the top of the law firm search results can be intimidating. Focusing on site architecture is an essential step toward creating a top-ranked search presence.
Virtually every aspect of search optimization, from content to user experience, depends on a site architecture that makes it easy for site visitors to find what they’re looking for and is flexible enough to accommodate adding more topics should the need arise.
Accomplishing this requires a deep consideration of site navigation to make the important sections of the site one click to two clicks away from the homepage.
Website architecture is a part of what’s known as the internal linking structure and can also include how information is organized, which means the content.
“…internal linking is super critical for SEO.
…it’s one of the biggest things that you can do on a website to kind of guide Google and guide visitors to the pages that you think are important.”
Mueller also said that internal linking is an opportunity to tell Google which pages are important, thereby indicating what the site should rank for.
“You can decide to make things important where you earn the most money or you can make things important where you’re the strongest competitor or maybe you’re the weakest competitor.”
This article will introduce three fundamental elements of site architecture that can contribute to higher search performance.
Website Architecture: Page Organization And Links
Let’s take a few moments first to discuss website architecture and why the user experience (UX) segment is important for getting ranked.
The Importance Of Website Architecture To SEO
You already know that SEO content and your website structure should be constructed for people over search engines.
However, it just so happens that what is good for users is also good for Google.
So, all the most important aspects of an expertly crafted site architecture will contribute to a better user experience and make the site easy to understand for Google.
A well-organized website will be easy for users to get around.
From the homepage, they will be able to access a host of other resources that are located just a few clicks away.
And that point is important.
You don’t want to bury important webpages multiple clicks away from the homepage or not have anything on the homepage that links to them at all.
Google’s web crawler will have a hard time finding those pages, and the pages will likely not rank very well (and probably no one will ever actually see them).
Another benefit of well-organized website architecture is that the internal linking spreads PageRank around the website.
If your local service pages all link up one level to your main service page for bankruptcy, business, or whatever kind of law you practice, you are telling Google that that primary service page is important, optimized, and worth ranking highly.
So, now you know why you need to put the time into organizing a straightforward and tidy website architecture.
Aspects Of Effective Law Firm Website Architectures
It’s important for any business in any industry, but now, let’s look at how law firm websites should structure themselves for maximum organic results.
Your website’s main navigation must be concise and clear in its layout since that is what potential clients will use to get around your site to see your services.
You must organize the navigation in a logical, top-down way. A “Services” or “Practice Areas” tab should drop down to a menu showing organized columns of your legal specialties.
Any kind of “About Us” or “Our Firm” tab can break down into a few sections that perhaps provide a history of the firm or state your organization’s mission.
Law firms are known as service-based organizations.
Instead of hundreds of product pages with little descriptions, your website should ideally feature:
- A homepage.
- As many main service pages as necessary to describe what your firm does.
- An informational content section.
- A contact page.
- An “About Us” section where you profile your attorneys and profess your firm’s values and mission statement.
Those are the essential elements of a quality law firm website, but how do you structure them on the site itself and link among them?
URL Naming Conventions And Structure
I have reviewed the importance of getting your main navigation and internal links correct.
Next is an overview of the importance of creating a simple but informative URL structure for the pages on your website.
It is vital to get this right because you aim to tell human users and search engines alike what your pages are about through the structure of your pages’ URLs.
The general advice on creating URLs is to remove excess words and include some keywords to be as descriptive as possible in the least amount of words.
Your URLs should reveal what will be found on that page.
Keep it simple.
Look at these examples:
For a blog post, make the URL a simpler version of the actual title.
So, your post entitled “10 Great Ways To Succeed In Business On A Budget” might be:
While you’re at it, be sure to add canonical tags to your URLs on the back end.
That way, if there’s a chance a page could be picked up using multiple terms, Google knows where to direct people.
Information Architecture: Content Organization
Create A Descriptive And Helpful Homepage
The homepage needs to do many things, such as inspire trust, make it easy to contact the business, plus serve as an effective entrance to the rest of the website.
How is this accomplished?
Focusing on what will help users the most is the best approach to creating the best home page.
There are four communication goals:
- Communicate what the general topic of the law practice is (i.e. of the entire site)
- Describe what the top major topics of the business are
- Make it easy to reach all the major specific sections of the website
- Use keywords that users would use
General Topic of the Law Practice
Businesses are said to be organized by verticals. A vertical market is simply what kind of business it is serving.
So the first goal of the homepage is to communicate what vertical market the law firm serves.
In the legal profession, typical verticals can be:
- Bankruptcy law.
- Corporate law.
- Criminal defense.
- Estate planning.
- Family law.
A law firm that is focused on family law can use that as the description for the topic of the entire site. Because most law firms serve a geographic region, that information is also used as part of the general description, the overall topic of the website.
So if the website is a family law attorney based in Springfield, Massachusetts, then the home page of that site should communicate that information from the title tag of that webpage what that vertical market is.
Family Law Attorneys - Springfield MA - Example Law Firm
The job of the homepage is to rank for that general term. It’s the job of the inner pages to rank for the more specific areas like child custody, divorce, pre-marital agreements, etc.
Describe Major Topics of the Business
The second goal is to describe the different areas that the business serves, for example:
For example, suppose the website is about personal injury in City A.
But now, it must also describe very briefly (and even link to) the specialties within that personal injury vertical.
Examples of Specialties Within the Personal Injury Vertical
- Motorcycle injury.
- Medical malpractice.
- Car accidents.
- Brain injury, etc.
Link to Major Sections of Site From Homepage
Third, it’s super important to link to as many of the inner sections of the site that correspond to the specialties within the legal vertical that the law firm serves.
This can be done from the top of the page navigation menu. And it can also be accomplished from somewhere within the body of the homepage.
Top takeaways about keywords and the homepage:
- Always use the words that your potential clients tend to use.
- Organize the webpage according to the most popular reasons why clients tend to call. If most calls are about slip and fall, list that as the first practice area. If the next most popular reason for calling is a brain injury, then make that the second section. This makes it easy for most site visitors to find what they’re looking for.
- Use images that contribute to communicating your message (this breaks up the page and makes it easy to scan).
- If possible, A/B test using user experience analytics like Microsoft Clarity to identify pain points that site visitors might encounter. An example of a pain point can be if site visitors are “rage-clicking” certain links or areas where they expect to find links.
More reading on keyword research:
Next, remember that you are a service-based company that must rely on customer reviews to gain traction in your geographic area.
You should devote a block of your homepage to displaying five-star customer reviews with brief blurbs praising the legal services you provided.
Those reviews will help to generate trust among new visitors to your site.
Homepage Internal Links
Related to the main navigation is the internal linking you do in your homepage content.
You already know that homepages should not be loaded with written content, but small blocks can briefly describe your service areas and link to them using keywords.
That internal link structure is vital. Everyone knows homepages are important; Google does, too.
The pages you link to from there are going to be easily crawlable. They will also be easy for actual human users to get to.
Colors matter on a website.
The use of colors can affect the choices that site visitors make.
- Visually contrasting colors are best for call-to-action elements.
- Blue conveys trustworthiness and authority.
- Always check if the color choice has sufficient contrast for color-blind site visitors.
Law firm websites looking to convey auras of professionalism should avoid bold, vibrant colors in favor of lighter schemes.
Create Above-The-Fold Content
Website architecture is generally considered internal linking, but I include information organization into the site’s architecture as well.
Above the fold is a way of saying in the main block of visible content.
With a law firm website, you don’t want to get too fancy or obtuse with presenting your content.
Users come to your site for help with their legal troubles, and those people are probably worried and hoping they can trust you to help them.
Reward their effort in visiting your site by making it clear that you are there for them.
Do this by presenting your most important content in the first block of content that is visible to site visitors.
Don’t make users dig around to find the information they need, like that service page explaining how you have helped thousands of people declare bankruptcy or that blog post showcasing your knowledge of recent tax-resolution cases.
Depending on how your homepage is organized, present some links to those service pages, a contact form, or some reviews to establish trust right away.
Sticky content is a good idea, as well.
Videos, forms, and surveys get people to stick around your homepage longer than they otherwise might, so don’t rule out those elements.
Whatever you feel is most important to your firm, make it one of the first things users see upon arriving on your homepage.
Essential information presented above the fold is necessary for well-made website architecture.
A law firm that performs quality work on behalf of clients needs to be able to reach every site visitor and convert them into a client.
The best way to accomplish that is to organize the information on the website in a manner that makes it easy for site visitors to quickly scan the homepage and find the exact topic.
That makes it easy for search engines to identify what the entire site is about and, consequently, may begin ranking the inner pages for the more granular search queries.
Identifying the best user experience for site navigation will always make it easier for the site to achieve maximum search performance.
Featured Image: fizkes/Shutterstock
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