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By OppGen

How Important Are Blogs to Legal SEO?

What is SEO and why does it matter for law firms and the legal industry?

Search engine optimization, or SEO, is a digital marketing strategy with the goal of getting your website to rank high on search engine results pages (SERPs) for relevant keyword searches.

Unlike search ads, SEO is an organic strategy, meaning you don’t pay the search engine to place your law firm’s website on SERPs for certain keywords.

Depending on the area of law your law firm specializes in, paid search ads can be very expensive. For example, personal injury law ads are one of the most expensive advertising segments on Google — and that is across all industries, not just the legal industry.

SEO is a marketing strategy that can help bring in more clients and cases more efficiently, more consistently, and more cost-effectively compared to other options (though you certainly can — and should — invest in paid search and SEO).


Why are blogs important for legal SEO?

The best legal SEO programs are made up of 4 components:


1. Technical SEO

Technical SEO focuses on tackling issues like website speed and coding. Google has been moving toward a mobile-first system with SEO, meaning that websites are judged first by how quickly they load on mobile devices.

At this point, it is a must to have a website coded for mobile devices and not just desktop computers.


2. Local SEO

In most cases, law firms are local to specific locations. This puts them at a good advantage for SEO provided they know how to use it.

One common Google search involves looking for a service or company “near me.” Google takes a searcher’s physical location at the time of their search and will display whatever they searched near them based on that location. When a prospective client nearby searches for “law firm near me,” it’s imperative that your law firm shows up, whether as a search result or on Google Maps.

One way to do this involves making sure your law firm has a Google My Business account with a correct business name, address, and phone number. It also helps to make sure your law firm is listed in relevant directories, too, and in the legal field, there are many listing options available to you.


3. On-page SEO

On-page SEO revolves around the content on your website. “Content” can be many things: videos, podcasts, photos, and blogs.

For those slightly familiar with on-page SEO, you might think that filling up a webpage with the same keyword over and over again can get you to rank high. This is no longer the case.

Today, on-page SEO means you need to create highly detailed, relevant content that your target audience finds valuable. This also means you need to make sure your content is readable — not only will your target audience be reading this, but so will search engines. Search engines read websites similarly to how humans do.


4. Off-page SEO

Off-page SEO refers to the processes of link building, shares on social media, and getting five-star reviews.

Link building occurs when links on other websites point back to your law firm’s website. The more links that direct people to your law firm’s site, the better (as long as those pointing back to you are good resources, that is), because search engines recognize that when more people are sharing your content, it means your content is useful.


What do any of those 4 components have to do with the importance of blogging for SEO?

Each of these components play a key role in SEO, and you can’t have one without the others if you truly wish to have an effective SEO strategy.

That said, blogging is a key part of on-page SEO strategies. Even though you can’t keyword stuff pages anymore, you still can create valuable content for your target audience. It’s those pages that are most likely to be shared with others and can help you build a system of backlinks, pushing your website higher up on SERPs for relevant keywords.

Although search engines are beginning to include audio and video into searches, blogging will always be one of the most efficient and simplest ways to rank on Google and Bing for relevant keyword searches.

It’s much easier to set up a target keyword and try to rank for it compared to audio and video, which are still new. Compared to those other mediums, blogging has a lower entry point. Videos and audio require equipment and editing software. If you don’t know how to edit audio or video (both of which are time consuming processes), you’re going to struggle to create good content, which is the goal of on-page SEO.

Everyone can write — but that doesn’t mean just anyone should.


Why should I have a legal SEO writer?

Though you don’t necessarily need to hire a legal SEO writer, you should consider working with someone who writes with SEO in mind.

Writing isn’t as easy as it looks, and that goes for SEO content writing, too. Writing about a subject you’re overly familiar with often means you may use jargon that most readers won’t understand. Let’s be honest: the average American isn’t going to read a legal document for fun. Most legal documents are dry and hard to read. That is the exact opposite of what you need for your law firm’s blog.

You can’t write a blog for a more general audience (compared to your colleagues in the legal industry, at least) that’s written like a legal document. It needs to be simplified in a way that anyone can understand. And that is a skill not everyone has.

It’s important to have a good writer who understands SEO and can weave target keywords into an easy to read blog post.


How to write a good legal blog using SEO

Choose your keyword(s)

The keywords you choose to target will determine the likelihood of your website ranking for those keyword searches. Some keywords are nearly impossible to rank for, while others are easy to rank for but aren’t searched very often. You won’t know the keyword difficulty or search volume unless you use a website like SEMrush or ahrefs. These websites track keywords, search volume, keyword difficulty, and more. Ideally you’ll want to use keywords with a relatively low keyword difficulty and high search volume. These websites do require subscriptions. If you don’t understand some of the terms or ranking information on these sites, it may be a better investment to partner with a marketing agency that has access to them and will create content for you, such as OppGen Marketing.

Another consideration to take into account: Would someone who is looking for your law firm’s services use any of the keywords you may want to use? If not, drop those from the list. Knowing your audience and what keywords they could use matters a lot.

Last but not least, make sure your keywords are relevant to what it is you offer. Relevance is really important, and you don’t want to market something you don’t offer. But that doesn’t mean you are limited to just writing about legal issues. Look into a newsjacking approach. Newsjacking is a strategy that utilizes current events and writing about them from an angle you’re familiar with. For example, if you’re a personal injury lawyer, you could write about the Surfside condominium collapse in Florida and discuss what legal actions, if any, people have in a situation like that one. 

There are many different topics and keywords out there — it’s a matter of researching them.


Make an outline

Before creating the blog, make an outline and think about section headers. Blogs should not be formatted like a book or legal document. They need to be broken up into sections. Not only that, but these sections should also be related to your keywords. If you can make sure your keywords are part of some of the headers (your keywords should always be included in the h1 header, which is also known as the title header).

Other SEO blog outlining tips:

  • Include your keyword(s) in the h1/title head and at least one in an h2 header
  • Use only one h1/title header per blog
  • Make subsections using h2, h3, h4, and make sure that h2 is larger than h3 and h3 is larger than h4
  • Make the last section header a call to action (CTA)


Write the blog post

Now that you’ve created the outline, you can finally start writing the actual blog post. You can certainly use the target keywords a few times, but be careful not to overdo it.

If you include images in your blog (and you should!), make sure you utilize the alt text tag. Alt text describes the image and will appear on screen readers. This helps people with visual impairments know what is in the image. Plus, it’s a good place to include a keyword, but the keyword is not the most important thing with alt tags — that would be accessibility.


Have someone outside your law firm review the blog

As much as you may want to have one of your fellow attorneys review the blog post, it’s a good idea to have someone who isn’t in the legal profession to read it. This could be a friend, a spouse, or the person who handles all of your law firm’s communication. As long as they don’t have a law degree or practice law, anyone is fair game.

Once you find someone to read and review the blog, ask them to summarize what exactly it is they just read. If they’re able to summarize what it was about correctly after reading it, congrats! You have a blog post that is accessible to the general public.


Post the blog

Now that you’ve had the blog reviewed and made any edits or changes as needed, it’s time to post the blog to your law firm’s website. But there are a few things you need to include before you hit that post button, starting with a featured image.

With featured images, it’s important to use an image you have the rights to use. There are free stock photo sites that allow you to use photos for free, such as Pexels; and then there are subscription-based sites like Shutterstock. Both types of sites have their advantages and disadvantages, so it is a good idea to use both.

Another option for images is Creative Commons, which allows you to use images provided you follow the requirements for each type of license. For example, most Creative Commons content requires you to credit its creator. This can be done at the bottom of the blog post. But make sure you review each license carefully; there are some that will not let you use content for commercial purposes. Others won’t let you modify the images in any way. Always review the Creative Commons license before using any content. 

You’ll need a meta description, too. Meta descriptions are the summaries that appear on individual search results. Meta descriptions should include the keywords you want to try to rank for and should be no longer than 160 characters in length. Anything longer than that will be cut off.

You can also adjust how the blog’s title (known as a title tag) will appear on search engines, too. It’s generally recommended that your title tag is somewhere between 50 to 70 characters in length, though Google has said there is no limit to the title tag’s character length. However, there is still a cut-off point measured in pixels, and this is where using a plug-in like Yoast can come in handy, as it can give you an idea of when the title tag is too long.

When posting your final draft of the blog, make sure its URL contains the keywords you want to rank for, too. This makes it easier for search engines to find, and it’s far more organized than letting the content management system (sometimes abbreviated as CMS) use the publication date or a string of random numbers for the URL.

Another thing to check before hitting that publish button: use your name as the author of the blog post to help establish not only your law firm’s authority, but yours, too. 

If you don’t want to publish your blog immediately, most content management systems allow you to schedule it for publication on a specific date and time. Otherwise, go ahead and click the publish button.

And now, you wait for an increase in traffic and hopefully emails and phone calls from prospective clients. Keep in mind that SEO is not immediate or automatic — it will take time before you see any increases in clients.


Share the blog to social media

Your post has been published. Now what? Easy: Share the blog to your law firm’s social media accounts. It’s an easy way to build up backlinks and possibly have others in your social (media) circle share it, too.

You may want to sit back and celebrate the publication and shares of your first legal SEO blog — but the journey’s not over yet. You’ll have to keep creating SEO-friendly blogs if you want to continue to see an increase in clients for your law firm. Search engine optimization is an on-going strategy that never truly ends. Once you start, you should not stop.


Contact OppGen more information

For some people, the fact that SEO is a never-ending strategy is too much to deal with. It’s too easy to run out of blog topics or keywords. Maybe you’re too busy to keep track of SEO.

Whatever the reason, it’s a good idea to hire a legal SEO writer or a digital marketing company that can create original content for your law firm’s website and bring in more clients. And OppGen Marketing is here to do just that.

To learn more about OppGen’s legal SEO marketing program, contact us today, or fill out our free digital audit for valuable feedback about where you can improve your law firm’s SEO strategy and more.

oppgen marketing clutch top ppc agency ohio 2021 featured image

By OppGen

Clutch Lists OppGen Marketing as a Top PPC Management Company in Ohio for 2021

During the pandemic, the internet has brought a whole new market. Digital marketing became the norm for a successful company. You need more exposure and more sales, and if you are not involved in this, your business will not grow in the future. How can you expect success from someone who only understands marketing? No worries, we are here to help you!

OppGen Marketing is a team of experienced professionals who work together to help you achieve your business goals. We have excellent leaders in finance, sales, marketing, and development. We develop ways to offer our highly strategic programs to startups and enterprises, which means our team strives to provide high-value products and services. 

With that being said, we are proud to announce that Clutch, the leading B2B platform, just recently listed our company as one of the Top PPC Management Companies in Ohio for 2021!

Clutch is a B2B ratings and reviews platform based in Washington, DC. Each year, they evaluate technology service and solutions companies based on the quality of work, thought leadership, and client reviews. They also recognize the highest-performing B2B companies by industry, service focus, and location every month. This is a milestone for OppGen Marketing to be acknowledged by this prestigious firm.

Here’s what our management team had to say about the award: 

This award serves as a great acknowledgement of our team’s continued efforts to help our client partners grow and win online through intent-driven lead generation marketing.

The whole team wants to dedicate and celebrate this significant recognition with everyone who truly supported and trusted us all the way. We thank our clients for their valuable reviews on our Clutch profile. Your words help us maximize our ability in providing quality and optimal solutions. 

Take a look at some of our 5-star reviews:




Do you want to grow your business over the internet? Drop a message. Let’s work together!

patient is given alternative treatment for plantar fasciitis

By OppGen

How to Market Alternative Treatments for Plantar Fasciitis and Peripheral Neuropathy

Marketing alternative treatments for plantar fasciitis and peripheral neuropathy can be tricky if you don’t know where to start. Perhaps you’ve considered more traditional options, like radio or newspaper ads. While those certainly can be helpful, it might be a good idea to consider adding digital marketing to your current marketing strategy.

Here are a few simple ways you can market alternative treatments for plantar fasciitis and peripheral neuropathy.


Paid search ads

Paid search marketing is a digital marketing strategy that involves paying search engines, like Google or Bing, to advertise services to prospects who are searching for alternative plantar fasciitis and peripheral neuropathy treatment options.

Search ads are often called PPC or pay per click ads due to this kind of ad’s payment system. You are charged only when someone clicks on your ad. If someone sees it and scrolls past it, then you won’t pay a cent.

These advertisements are text-based and look like a search result listing; however, later this year, you should be able to add images to make your ads stand out from the organic (unpaid) search results. 

What makes PPC ads effective is that your ad won’t be displayed unless a prospect searches specific keywords you’ve selected. This makes it easier to target relevant prospects who are already seeking treatments for plantar fasciitis or peripheral neuropathy.

PPC ads can be found at the top and bottom on search engine results pages (SERPs), though Google has been adding more advertising options, such as Google Maps ads. The location of your ad matters, and ideally, you want it on the first page of search results.

There are multiple factors involved when it comes to determining your ad’s placement, and one of the most important factors is the cost per click (CPC). You can determine the CPC by placing a bid on the keywords through an automated bidding system. The higher the bid, the better the placement will be. Depending on how competitive the keywords are (as well as the industry is), you might find the CPC getting high. That’s why it’s a good idea to work with an experienced marketing company, like OppGen, that is far more than capable of lowering CPC for its clients.

For even more in-depth information about the effectiveness of paid search for peripheral neuropathy treatments, we recommend reading this blog


Display ads

Display ads, a type of visual ads that use images or video, can be found on various websites prospects visit. These ads often appear on websites hosting relevant content or take prospects’ search and browsing history into account.

The browsing history aspect makes display ads most effective for a remarketing (or retargeting) strategy. This strategy will target people who have visited your website but didn’t take a certain action (i.e., not finishing purchasing an item/leaving an item in the shopping cart or leaving the “schedule appointment” page without scheduling an appointment) by displaying ads for your clinic and/or its services on other websites. Display ads work as effective reminders for prospects to return to your website, where they will hopefully take that desired action.

One of the best examples of display ads in action is when you leave a product in a digital shopping cart without checking out. Many times, you’ll start seeing ads about those products on different websites. If you end up leaving that website (even if you don’t click on the ad) and going back to checking those items out, you are considered a success for that company’s remarketing strategy.


Content marketing

Content marketing is a key part of a strategy known as SEO (search engine optimization), which revolves around creating well-written (or well-produced) relevant, informative content for anyone who visits your website so that search engines rank your website in a higher, more visible position. This content should be centered around specific and relevant keywords that people are searching for when looking for 

Content itself is a rather large concept and can be made in several different mediums, including but not limited to:



Blogs are one of the simplest forms of content, but blogging takes more skill than you may believe it does. Your content needs to be well-written and researched. You can’t just repeat the same keyword over and over and over again. That may have been an effective strategy for SEO a few years ago, but this is no longer the case. Google’s bots in particular can “read” pages similarly to how we can read, and if it’s hard for a human to parse, it’s going to be hard for search engine bots to do that, too.

However, many people seem to think writing is easy and anyone can do it. This is not the case, which is why it’s common for companies to defer to freelance content writers who are skilled at blogging; and yet not all content writers are trained to help your site rank high with SEO. OppGen hires in-house content writers and trains them to optimize every blog post for SEO, and as a result, our clients see an increase in traffic and conversions.



Videos are becoming more popular as a form of content, and it’s easier than ever to make them, edit them, and upload them to a website or app. YouTube channels can be great resources for helping people better understand the alternative treatments you’re offering and how they work. Many YouTubers in the medical community film videos of the treatments themselves on their patients (while taking care to ensure they are not violating HIPAA, usually by not showing a patient’s face or anything that would make them identifiable and by using a fake name or nickname for the patient) and explain what they’re doing and why they’re doing it. 

Longer Youtube videos can be cut into clips and uploaded to Instagram, too.

TikTok is another good video option, and just because it’s filled with Gen Z and millennials doesn’t mean you should overlook it. It’s easy for anyone to use, and editing video in the app is a breeze. Videos can be up to a minute long, and it’s possible that 3-minute-long videos are coming up on the horizon. TikTok’s social elements, such as its comment sections, can make it easy to respond to questions viewers may have about your alternative treatments.

Last but not least, video also gives you the option to include them in blog posts, adding an extra element that can make your blog more informative and appealing to readers and viewers alike.



Podcasts are yet another way to reach more people who may be seeking treatment options for plantar fasciitis and peripheral neuropathy. Creating a podcast about these treatment options or discussing them in more detail as a guest on a local podcaster’s podcast are both good options. (Another option may be advertising on a relevant podcast — according to Nielsen’s 2021 Podcast Today report, their podcast effectiveness studies have found that ads, when read by the host, drive a brand recall rate of 71%). With growing interest in podcasts, it certainly doesn’t hurt to give it a try. Plus, podcasts can be uploaded to websites as widgets, making them a promising addition to blog posts along with videos.


Social media marketing

Now that you’ve created some content, you need to share it, and social media — especially Facebook, one of the best social media platforms to do so — is a great place to share your content. Sharing content is also an important part of a good SEO strategy.

But social media marketing offers more than a way to bolster your content and SEO strategy; it’s another place to market alternative treatments for plantar fasciitis and peripheral neuropathy to prospective patients.


Facebook business page

Setting up a Facebook business page for your clinic is the first step to marketing, and thankfully it’s easy to do. Start by going to business.facebook.com/overview, click create account, enter your business’s name, your name, and work email address, and click next. From there, you’ll be asked to fill in a few more details and click submit. That’s all there is to it!

There are several perks to having a Facebook business page. It’s a simple way to share content from your website or YouTube channel and connect with prospective patients. The chat option can allow you to answer questions from current and prospective patients, and in some cases, schedule future appointments. Patients can also leave reviews, and good reviews are something that can bring your clinic’s website higher up on relevant search results or on Google Maps if it’s a local prospect searching for your services.


Facebook Ads

You can’t run advertisements on Facebook without setting up a Facebook business page, so follow the above instructions if you haven’t set up your Facebook business page yet.

Facebook Ads come in more variations than search ads allow. There are many different placements, ad sizes, and ad types to choose from. But what is perhaps the best thing about Facebook Ads is its targeting options. Search engines don’t necessarily have access to as much information on prospects as Facebook does. Not everyone using Google has a Google account they use while searching; as a result, you don’t have demographic information or even information about a prospect’s interests.

Because when people create a Facebook account, they are encouraged to include information about their location, workplace, relationship status, among other useful data, you can use that data to a certain extent when targeting prospects. Certain medical issues, such as plantar fasciitis and peripheral neuropathy, tend to occur more often in certain populations. You can use that information to target audiences who fit within those populations based on their age and sex. Their interests (typically inferred by their liked pages) and groups also can be useful. For example, people who are part of a diabetic cooking group could be targeted using Facebook’s targeting tools.

Facebook Ads is particular about the language used in ads as well as what can be shown in the images and videos used in ads. If you fail to follow Facebook Ads’ advertising guidelines, Facebook will reject the ad, so be sure to pay close attention to those guidelines and that your ad follows those rules. If you continue to experience advertisement rejections from Facebook, it may be a good idea to reach out to a marketing agency. OppGen has worked in some of the most difficult advertising industries on Facebook, like weight loss, but has been successful in getting ads accepted, which helps our clients’ marketing campaigns succeed.


Facebook Live webinars

Though Facebook Live video events aren’t the only option for doing webinars, they’re a pretty good place to start. Webinars can make for powerful educational tools, and thanks to Facebook Live and other live video streaming services (such as YouTube, Twitch, and even TikTok), it’s easier than ever to set one up and answer prospects’ questions directly.

These live webinars can be done from any place at any time. At the very least, all you need is a phone, a Facebook business account, and a good internet connection. We suggest making sure that your Facebook business page advertises and actively promotes a webinar event ahead of time so people will show up.


Contact OppGen for more ways to market alternative treatments for plantar fasciitis and peripheral neuropathy

OppGen has helped hundreds of clinics across the nation generate more leads with an improvement on their return on investment (ROI) through our holistic marketing program. We can help you market alternative treatments for plantar fasciitis and peripheral neuropathy and bring more patients into your clinic. Contact us today for more information.

man studies chalkboard maze path

By OppGen

What is Lead Attribution?

Lead attribution is a marketing strategy that allows you to determine where and when a lead converts. You can track the conversion path — that is, the journey a lead takes before making a purchase, scheduling an appointment, or completing any other conversion goals — and see how a lead gets from Point A to Point B.

But the conversion path has changed drastically in the digital age, and the path is not as simple as Point A to Point B. There are more points (called touch points) leads interact with than ever before!

They may research the product or service through a Google search, go to your website then leave it, and begin to see advertisements for those products or services (as well as relevant products and services related to their search history) on other websites and social media platforms. 

Being able to track these interactions can help you determine where your best leads are coming from and tighten your focus on those marketing channels. It can help you find weaknesses in other marketing channels that are not churning out high-quality leads and decide whether or not you want to step back and focus on more successful or effective channels or invest more time improving those areas.

Essentially, lead attribution can help you measure your marketing campaign’s effectiveness.


What are some lead attribution strategies?

There are 3 main types of strategies used to attribute leads:


1. First-touch lead attribution

First-touch lead attribution attributes a lead conversion with the first measured interaction they had with a company. This could be subscribing to an email newsletter, signing up for a webinar, or sending an email requesting more information about a product.


2. Last-touch lead attribution

Last-touch lead attribution looks at the measured interaction that occurs right before the lead converts. For example, when a lead clicks on a Google search ad and makes a purchase or schedules an appointment through a landing page would have that specific ad attributed as the reason for the purchase.


3. Multi-touch lead attribution

Multi-touch lead attribution considers multiple measured interactions a lead has with a company and works to follow the path that lead made before converting.

Within multi-touch lead attribution, there are a few different ways to scale the importance of each of the measured interactions:

  • A linear multi-touch lead attribution model gives equal weight to all interactions.
  • The U-shaped model gives 40% of credit to both the first and last interaction, then gives the remaining 20% evenly across all interactions in between the first and last interactions. 
  • Finally, there’s a time-decay model that gives credit to the most recent interactions. In this model, the credit for interactions decays the longer it takes to a prospect to convert.


Which lead attribution strategy and/or model should I use?

Generally speaking, multi-touch lead attribution is one of the better ones as it can give you a fuller picture of your leads’ conversion paths. But it has its drawbacks, too, as simply reviewing a lead’s conversion path may not give you the fullest picture of what was most important for getting the lead to convert. Sure, there may have been an ad of yours placed on a website they were visiting, but did they notice it at all? In that case, that touch point was not really one that mattered much to the lead. 

If you want to weigh which touch points were most effective, you can try talking to the lead and ask them about it. Keep in mind that they may also not be sure or even give you the “right” answer. They might even give you the wrong answer about where they converted or what their first touch point was! (Multi-touch lead attribution is complex and difficult, but when you have the best information possible, it can be incredibly insightful.)

Truthfully, there’s no right answer to this question. All of these attribution strategies and models give you a different picture of your leads and their conversion paths. You need to find which one is most effective for your business, which may take trial and error, or even utilizing multiple strategies and models for a better, clearer picture that shows multiple angles.

If you’re not sure how to do that, then it’s a good idea to reach out to an agency that specializes in lead generation and understands lead attribution (though not all do — but at OppGen, tracking and attributing leads is a top priority).


How do you attribute leads?

To properly attribute leads, you need to be aware of what marketing channels you are using and then utilize certain programs and tools that can help you track measured interactions.

You can also contact leads to ask them about the touch points they encountered, but given that leads make multiple touch points throughout the conversion path, it’s a good idea to keep a digital record as well. Still, lead feedback can help you decide which touch points deserve more credit than others, and determine what is most effective (or least effective) about your current ad campaign.


What tools and programs are needed to track and measure interactions?

Measured interactions are a key component of good lead attribution. If you aren’t tracking prospects, you will not be able to properly attribute leads. If you can’t do that, you can’t determine the effectiveness of your campaign.

The following tools and programs are ones we utilize as part of our lead tracking and lead attribution strategy:


Google Analytics

Even if you’re not focusing on lead attribution, there is no reason you shouldn’t have a Google Analytics account set up for your website. It’s a powerful tool that lets you see your website’s traffic, where it’s come from (both physical locations and what websites prospects came from before landing on your site), what times prospects visit your website, tracks conversion numbers, and so much more.

The information Google Analytics has to offer its users is invaluable. If you don’t have a Google Analytics account set up and connected to your website, it is not too late to get started — and as a bonus, it is free to use!


Facebook pixel

If you’re advertising on Facebook, you need to set up Facebook pixels. It can help you measure conversions across multiple types of devices, learn more about your website traffic and how site visitors use your website, the products visitors use, and best of all, optimize your Facebook Ads account so that your ads are shown to people who are most likely to convert.

Like Google Analytics, Facebook pixel is free to use, so make the most of it and use it to improve your lead tracking information.



CallRail is a lead call tracking program that connects both phone and web leads while keeping information together through form tracking that connects ads, campaigns, and keywords. All of this information can be used to determine where your best leads are coming from.

There are other call tracking programs out there, but this one is a good option that’s easy to set up and work with.


Set up a successful lead attribution and lead tracking strategy with OppGen

Lead attribution is not a simple thing to do. We have clients whose former marketing agencies failed to properly set up lead attribution, which is a waste of time and money.

At OppGen, we always set up proper lead attribution and lead tracking for our clients because we believe in getting you the best possible leads, and that cannot be done without lead attribution. This improves ROI and your overall marketing campaign’s success.

Contact us today for more information about lead attribution and tracking. If you already have a lead attribution program in place, we can see if it’s doing what it should — fill out our free digital audit, and we’ll let you know that and much, much more.

Google headquarters building

By OppGen

15 Important Google Marketing Livestream 2021 Updates

On May 27, 2021, Google’s annual marketing livestream aired, and with it came a lot of promising updates for the world of digital marketing.

If you missed the livestream, don’t worry — you can register to watch the keynotes and other sessions on demand.

But if you don’t have the time to sit through hours of video, that’s not a problem, either, because we’re recapping the most important updates to Google marketing that were announced during the livestream.

Our main takeaways from #GML2021 were:

  1. Automation continues to be the cornerstone of Google’s innovation moving forward. With new products, like Performance Max, your customer journey will become more in focus to differentiate your business.
  2. Data measurement and privacy are a key focus for Google in order to protect consumers, provide clarity, and improve performance attribution.
  3. Expanding reach, across all Google properties, will become increasingly easier for advertisers. 


1. Customer Match access is now available for (almost) all advertisers

Google is committed to opening its customer data to nearly all of its advertisers, enabling most advertisers to utilize first-party data (i.e., name, email, address, and phone number) in a privacy-safe platform called Google Match.

Customer Match lets you use both online and offline data to reach your customers across Google Ad channels, including:

  • Search
  • Shopping
  • Gmail
  • YouTube
  • Display

Customer Match works by letting you upload a list of customers you have compiled. Then, you’ll create (or update) a campaign to target the customers on the list. When these customers are signed in to their Google account, they’ll see your ads on any of the above channels. It will also allow you to use a similar audience targeting option, similar to Facebook’s audience lookalike option.

To start utilizing Customer Match, your account must have:

  • A good history of complying with Google’s policies
  • A good payment history
  • At least 90 days history in Google Ads
  • More than $50,000 total lifetime spend

We believe that it is likely that the last restriction will be lifted, but only time will tell if that is the case.

That said, we are excited for this change, especially because it opens up more doors to smaller businesses who could use access to first-party data to improve their campaigns.


2. Performance Max campaigns can improve results across all Google channels

Performance Max is a new goal-based campaign type that lets performance advertisers have access to all of Google’s channels for a single campaign, including:

  1. YouTube
  2. Display
  3. Search
  4. Discover
  5. Gmail
  6. Maps

We expect this to be a great way to expand reach and a complement to keyword-targeted campaigns.

Performance Max is still in beta and will be leveraging automation, but that doesn’t mean you won’t be able to use it. In fact, there are still spots available to join the beta testing phase. If you’re interested in joining the beta testing phase, all you have to do is complete this form (or ask the marketing agency that’s in charge or your accounts to fill it out). The beta is only available to those whose goals are to generate leads or grow online sales without Google Merchant Center.


3. Set up enhanced conversions for improved accuracy and a privacy-safe view of performance

To ensure that your attribution reporting is accurate, you can now set up enhanced conversions for a more accurate view of performance that also keeps privacy safety into account (which is especially helpful now that fewer cookies are being used nowadays).


4. Get more foot traffic with brand-new Local ad formats

Businesses focusing on driving sales to physical locations will have more Local ad formats to play around with, from optimizing for shop visits with video action campaigns to the ability to shop sales through Local campaigns. Another new service option that’s now available is pick up today for any retailers using local inventory ads. A pick up later option is currently in beta testing. Local businesses can also expect to test out some new Google Maps ad formats as well.


5. The improved Google Insights page will give you more insights on your performance and customers

Over the next few months, keep an eye out for some improvements to the Insights page. Google has announced the new and improved Insights page will add 3 new types of insights:

  1. Demand forecasts
  2. Consumer interest themes
  3. Audience insights

The updated Insights page can help you see current and potentially emerging trends and interests in products or services that could be relevant to your business. This can help you decide if there are any new services or products that you should start including as add-ons to what your business already provides based on these trends.


6. Expect more robust, data-driven attribution reporting

Google will be adding more attribution reporting to its search, Shopping, Display, and YouTube ads channels. This includes data-driven attribution and an integration of in-app conversions, too.

Data-driven attribution is incredibly useful because it can help you figure out which keywords, ads, ad groups, and campaigns were the most successful. This can help you better optimize your bidding based on performance data and choose the best attribution model for your business.


7. Optimize lead quality with the new OCI helper tool

Tracking online conversions is easier than ever before, but what about offline conversions? Thankfully, you can utilize the new OCI helper tool to implement offline conversion imports.

If you want to record a conversion that occurs offline, such as closing a sale over the phone or in-person, you can now include that information through 4 different offline conversion import options:

  1. Google Ads Conversion Import
  2. Google Ads Conversion Import for Salesforce
  3. Zapier offline conversion tracking
  4. HubSpot’s Google Ads optimization events tool

All 4 of these options can easily be done through Google Ads thanks to the OCI helper tool, so don’t be afraid to keep this information up to date with it.


8. Image extensions can make your search ads more engaging with appealing visuals

Search ads won’t be text-only anymore! With image extensions, you’ll be able to capture prospects’ attention with detailed, relevant visuals that work well alongside the text ads.

You can upload a maximum of 20 different high-quality images that are relevant to your keywords, but be sure to follow the image extensions format requirements and guidelines to avoid getting your ad rejected at the quality and policy checks.

We anticipate that the addition of images will drive performance and be a great way to increase visibility.


9. Create personalized, relevant ads with ad customizers

Ad customizers will adapt your ads at a scale based on what your potential customers and clients are searching for in real time. You get to define custom attributes, like product names and prices, and tailor these attributes, also in real time. Attributes can be created individually or from spreadsheets, making them highly relevant and personalized for your prospective customers and clients.


10. Maximize value with Target ROAS bidding

Now that Target ROAS bidding is now available for all advertisers using video action campaigns, it’s much easier to optimize your bids to maximize value. Target ROAS bidding will be opened to Discovery ads later this year. Your Target ROAS bids will be automatically optimized at the time of the auction, so you can tailor the bids for each auction as needed. It can be used for a single campaign or across multiple campaigns.


11. Keep an eye out for a personalized feed in the Google Ads app

Google Ads app users can expect to see new insights tailored to your business and content that can teach you how to meet your campaign goals. As a bonus, you’ll be able watch Google Marketing Livestream sessions from anywhere as long as you have your phone on you.


12. Hotel ad extensions expand reach and help your business recover from the effects of the pandemic

Google is progressively updating hotel ad extensions over the coming weeks. These extensions will help expand your reach to travelers. Combined with the fact that the COVID-19 vaccine has been distributed to a large portion of the U.S. population, more people will be looking to travel, so this is a good chance to speed up recovery from losses due to the pandemic.

And it’s not just hotels that will be getting a boost — so will vacation rental properties. (AirBnB owners, now’s the time to start getting into Google Ads if you haven’t done so already!)

Along with these amplified extensions for search campaigns, Google is also enhancing commissions (per stay) bidding to find more qualified customers looking for a place to stay at a lower cost.


13. Connect your Google Merchant Center feed to showcase your products in video action campaigns on YouTube

By connecting Google Merchant Center to YouTube, you can showcase your top products through video action campaigns. Google has said that we can expect to see this option available for Discovery ads in the coming months, so pay close attention to that.


14. Build brand awareness more effectively with video ads

If you’re trying to build awareness for your brand, you can now do so more effectively with the TV in Reach Planner. This tool forecasts your reach and the frequency of how often your campaign will be delivered across TV, YouTube, and Google video partners.

You can expect more video reach campaigns to become available to advertisers across the globe, driving reach by combining different types of ads on YouTube and across Google video partners.


15. Share in-app content and products through YouTube ads

A new effective way to promote a new app (or one that could use some more users) is through YouTube ads. Feeds in app campaigns can display content that would be more likely to appeal to prospects who are more likely to be interested in your app.


Stay up to date with OppGen

OppGen, a national digital marketing company located in Columbus, Ohio, keeps its finger on the pulse of the latest updates in marketing. We hope this recap of the Google Marketing Livestream 2021 event keeps you informed and aware of the changes to come in the ever-changing world of digital marketing.

If you want to learn more about these updates and how they could affect your marketing campaign, don’t hesitate to contact us today. Alternatively, you can fill out our free digital audit so we can give you an idea of how your current marketing campaign or strategy can be improved.

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