Google AdWords is a great way to rank high on Google search result pages, and now it is supercharged with the power to remarket. The AdWords system works by recognizing keywords typed by users and matching those words to serve up relevant pay-per-click (PPC) advertising.
Google remarketing places a bit of code on your site that follows all sorts of user behaviors on your site and elsewhere. The code allows Google to serve up laser-targeted, super-relevant PPC ads aimed at re-engaging users and pushing conversion rates higher than ever.
In a nutshell, remarketing is based on tracking the content that users have visited before and delivering PPC advertising that makes reference to the users’ previous actions. In one example, a law firm could launch a remarketing campaign targeted to users who visited the “About” page of its website. Previous visitors are followed out by Google AdWords, which now serves up remarketing messages urging those users to return and learn more about the law firm.
In another example, a group of attorneys could track visitors who looked at pages with legal advice about estate planning, and serve up ads aimed at those looking for information on wills or power of attorney.
The art of remarketing is a bit different than regular PPC. While keywords are still the foundation of all PPC advertising, remarketing is a way of keeping your firms message top of mind for users who have previously visited your website. Here is how to use Google AdWords remarketing to improve your PPC campaigns:
1. Clearly define the different segments of your site that you’d like to advertise with remarketing. If a user previously showed interest in estate planning services, be sure the remarketing ads are targeted to estate planning.
2. Know for certain what visitors to your site are likely to be looking for and configure your advertising copy accordingly. Do proper keyword research, and study the website’s analytics to discover trends in content and page visits. Develop relevant advertising content that matches typical user behaviors.
3. Recognize the higher PPC value of users who have already been to your website and increase your cost per click accordingly.
4. Choose relevant landing pages, and not always the home page. In the example above, the user should be directed to the estate planning page after clicking on your ad.
In the past, Google had restricted remarketing PPC ads to display-style units only. A recent change now allows Google advertisers to place remarketing AdWords within search engine page results (SERPS), giving advertisers more power and better control over PPC campaigns.
Remarketing in SERPs is still in beta, but the option seems to hold great promise for online advertisers. In fact, PPC remarketing in Google search could be one of the best ways for your law practice to track previous visitors and re-engage those users again and again.
About The Guest Author: Jeremy Sherman is a freelance writer for LexisNexis Law Firm Marketing Solutions, which specializes in helping law firms maximize their online presence in order to grow their practice. Visit the LexisNexis blog for more information about online marketing for lawyers.
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