Google will penalize you for immediately

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showing a pop-up on an initial site visit–interrupting the user experience. Instead, use interest/engagement indicators such as pages visited (second or third page) or % scrolled down page (30%).

Pro Tip: Percent Scroll is a personal favorite of our Conversion Strategists. By taking the action of scrolling down the page, they’re demonstrating interest, which can then trigger a message they’ll likely to be interested in.

Banners that take up a minimal amount of space industry email list are another great way to stay within Google’s guidelines. Include an obvious opt-out button, and keep the banner attached to the bottom of the page so your page’s main content remains above the fold.

Google offered a few exceptions for specific situations where larger pop-ups that interrupted a user’s experience were okay, particularly cookie usage (GDPR) announcements and age verification for sites with legal obligations to restrict access. Also, sites with content not publicly available or indexable (AKA those that require logging in for access such as emails).