How to Create a Lawyer Remarketing Campaign

Remarketing is a great way to stay top of mind and create brand awareness for attorneys.  Setting up a remarketing campaign in your Google AdWords account is relatively simple but if you aren’t careful you could end up costing yourself more money than necessary or having a campaign that isn’t as effective as it could be.

Building Buckets of Cookies

Google uses cookies (software on a visitor’s browser) to identify who has been to your site and who hasn’t within a given time frame.  This collection of cookies is called a remarketing list.  While there are a number of different ways you can include visitors on remarketing lists, for the purposes of this post we will just talk about adding users who have looked at a specific page.

Say you want to add people to the list who have visited one of your practice area pages.  Once the list has built up enough cookies, your remarketing ads will start showing on websites that they visit who are also Adsense partners.

Create a Remarketing List

Before you create a list, Google recommends thinking about a strategy for your remarketing campaign.  For example you can create lists of visitors who have only looked at particular practice areas of your website.  Or maybe you only want to show ads to visitors who did not complete a conversion action on your site (like calling a phone number or filling out a contact form).

1. Log into your AdWords account

2. If your campaigns tab is your default home page, click the shared library link in the left column

Screenshot of shared library in adwords


3. If the campaigns tab is not the default home page, click “Campaigns” at the top of the page then click the “Shared Library” link in the left column.

4. Under the “Audiences” section of the page click the blue “view” link

The audiences section of the shared library

5. Click the red remarketing list button

Adding a remarketing list

At this point you will create and configure your list.  Enter a name for your list (preferably something descriptive of the type of visitors you are marketing to).  For instance if you’re marketing to people who have visited your personal injury practice area page, name it something like “Personal Injury” or “Personal Injury Visitors”.


We’re assuming you are tracking visitors on a website (which should be checked by default).  Now you’re ready to make rules for your remarketing list.

The drop down lets you select which template to use.  By default, the “Visitors of a Page” template is selected.  For many lawyers, the Visitors of a Page template will be good enough for an effective remarketing campaign.  Other templates track visitors who have had specific browsing experiences.  For instance maybe you want to show ads about legal representation for divorce to visitors who read blog posts about that topic.

Remarketing template

Once you’ve chosen your template, you’ll add the URL that you want Google to use when building your remarketing list.  Visitors who have visited this URL will be added to the list and once enough visitors have been added, ads will begin showing to those who’ve visited the page you have specified (as long as the remarketing tag has been added to your site which we will go over in a moment).

By default, the URL added will have a rule associated with it.  The default rule will be that the URL “contains” the values you’ve entered.  For example if you enter, Google will also add visitors to the list who have visited

choosing a url in adwords remarketing

If you only want to show ads to people who have visited one specific page and no others on your site, click the new rule link and use “equals” for your rule instead of “contains”.  You can also add more than one rule and experiment with different rule sets.

Remarketing List Rules

Next choose your membership duration.  This is a setting that lets Google know how long the user’s cookie should remain on your list.  The default is 30 days but you should choose a duration that makes sense for how long it takes your visitors to convert into clients.

Remarketing Tags

If you haven’t done so already, you will need to paste a remarketing tag on your site so Google can do its job.  You do this by copying and pasting your remarketing code onto your website.  Note that it needs to go on every page of your site.  If you have a CMS such as WordPress, you can paste this in your header.php file.  If you don’t have a CMS, you’ll just have to go through page by page to paste it in.

Here is a short video from Google on how to add the tag to your site:

Once you have the tag installed and your list defined in your account, Google will start adding visitors to your remarketing list (with some caveats).  Note that if you don’t have a lot of traffic to your site, the list will take longer to build.  You must have at least 100 active visitors in the last 30 days for ads to start showing.

Creating Your Graphics

You’ll need to put together graphics for your remarketing campaign.  Keep these things in mind when you make your graphics or have them made:
• Make several different versions of the same graphic for the different dimensions  in AdWords
• Put a phone number on your ads.  This will allow you to potentially generate leads without paying for them.  Note: do not use a Google forwarding number

• Make sure your ads are relevant to the page or service that you used to build your remarketing list

• For remarketing, it can be beneficial to make your ads mimic the design of your website.  The ad will remind people of what your site looked like and that they visited

Creating Your Remarketing Campaign

Now that you have the technical stuff out of the way, you can actually create a remarketing campaign.  Log into your AdWords account and click the Campaigns tab.

1. Click the “New Campaign” button

Creating a new campaign in adwords

2. Check “Display Network Only” for the campaign type

Choosing Display Network

3. Be sure that the remarketing radio button is selected

Remarketing Radio button

4. Enter your campaign’s name, set your budget and your bidding preferences.

5. Click the “Save and Continue” button.

The first window that appears asks you to email the remarketing code to yourself or a webmaster to install.  Enter the email where you would like to send the snippet (even if you already installed it on your site) and click continue.

Next you will be taken to a page to create an ad group for your campaign.   Name your ad group something logical.  You will also see a field for enhanced cost per click bidding which is a setting that dynamically changes your bid up to a certain amount depending on the behavior of the account.  If you don’t want to bid any higher than the bid settings you have already chosen then just enter the same bid value here.

Next choose the remarketing list that you created earlier in the post.  Click the right arrow to add it to the campaign.

For the targeting optimization check box, if you already have placements (websites where you have instructed AdWords to show your ads) selected, you can uncheck this box.  Selecting conservative targeting will instruct Google to find placements similar to the ones you’ve chosen.  Choosing the aggressive option will tell Google to choose placements that may be very unrelated to the ones you have selected.

Even though this seems wrong, keep in mind you are marketing to people who have already viewed pages on your site so placement is no longer as important.

Uploading Your Graphics

On the next screen is where you’ll create your ads and/or upload your ad graphics.  Note that you can create a text ad or use Google’s Display Ad Builder but for this post we’ll just talk about uploading your graphics.

This part is pretty self-explanatory.  Upload the images you have, set a display and destination URL and select whether you want your ad to show on mobile devices or not.  Click done or next depending on whether you have more ads or not.

After that click save and you’re done.


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