Google quietly rolled out a very helpful update for advertisers using PMAX and Display: targeted topics under the content tab. Instead of just picking broad audiences, you can now choose very specific categories for where your ads show up. Content topics work by serving your ads alongside of content relevant to what you choose. We are currently doing expanded testing of this feature with all clients display campaigns. Our go to is still custom keyword audiences and these can also work similarly, but the content topics serve exclusively on sites that reference those specific topics while custom keyword audiences work slightly different.
What Does This Mean For Law Firms?
This is a win for law firms because there is a “Legal” section under “Law & Government.” Within it, you can drill down into areas of practice ranging from “Accident & Personal Injury Law” to “Product Liability.” That means your display ads don’t just float around the internet randomly. They can now appear on websites where people are already reading about legal topics.
The update helps filter out wasted impressions and gets your ads in front of people who are much more likely to need your services. More relevance, better quality leads, and less wasted budget – sounds like a win all around!
