Digital Marketing 101 September 28th, 2020
Almost anyone can set up Dynamic Search Ads. They are a suitable option for almost any type of business. But the pay-to-play days are over, and not everyone will be successful. If your business website is not properly optimized for Dynamic Search Ads, you will not find the success that you may be expecting with your campaigns. Before getting started with setting up Dynamic Search Ads for your business website, it is important to ensure that your website is properly optimized for success with Dynamic Search Ads.
Please see below for three important tips to consider when you are evaluating your website’s readiness for Dynamic Search Ad success. These three tips are a good starting point in not only determining the readiness of your business website for Dynamic Search Ads but also act as a good self-reflective check on where your website might need some improvements for optimal success while using Dynamic Search Ads.
When determining which websites to display during a search query, Google examines the content and keywords on your website. For a successful Dynamic Search Ad campaign, you will need good content on your website to help facilitate the ads in search. In this sense, Dynamic Search Ads are an extension of your website.
To help ensure your website’s content is properly optimized to run successful Dynamic Search Ads, always ensure that each of the products and/or services that you are offering has full, robust descriptive content to support it. Not only will this help further educate your potential customers on what you have to offer them, but it also gives Google more information and keywords to pull from for your Dynamic Search Ads.
While having a lot of buzzwords throughout your website content may help convert some of your customers, they can also be risky and even harmful to Dynamic Search Ads. It is important to remember that with Dynamic Search Ads, the keywords pulled from your website determine which Google search results you show up for as well as the ad copy that is displayed to users.
Having good content throughout your website to support your Dynamic Search Ads also means that your website cannot rely too heavily on images. Of course, it is important to have images throughout your website, but if your website tends to communicate with users primarily through images rather than text, there will be less opportunity to trigger your Dynamic Search Ads, as there will be fewer keywords to pull from. It is important to find the right balance for your business, maintaining good content on your website to support your Dynamic Search Ads.
Maintaining good content, as described in Tip 1 above, does not simply mean having a lot of keywords and text throughout your website. It also requires that the content you are presenting to your audience is accurate and up to date. If the information you present on your website to users is not accurate and up to date, you may be misleading people.
It is important that you evaluate all of the content on your website thoroughly for accuracy and completeness before setting up your Dynamic Search Ads. Not only will your customers appreciate the accurate and up to date information on your website, but so will Google. Building trust online with both your customers, and Google is an important consideration in modern digital marketing. Ensuring that you are always displaying accurate and up to date information will establish this level of consumer trust for your business.
The main purpose of digital marketing is to entice the user to perform a certain behaviour. To do this successfully, you will need a strong call to action on your website. Strong calls to action are an essential component of digital marketing. Once the user obtains the product and/or service information from the good content you have developed for your website, the call to action will drive the user to submit the form, make the phone call or complete the purchase – whatever your desired consumer behaviour is.
It is important to review the content on your website and evaluate the calls to action you have throughout it. Ask yourself some reflective questions, such as if you have enough calls to action? Are they on each page of your website? Are they clear and specific in their ask of the user? Do they accurately reflect what you want to achieve?
Edit where necessary, and ensure that the calls to action that you have throughout your business website are accurate, clear and specific in their communication. We cannot assume that the user will always know what we want them to do on our website. Having strong and clear calls to action throughout your business website allows us to push the user into performing the action you want them to perform.
In conclusion, Dynamic Search Ads are a great tool for nearly every business. However, not every business’s website is a great match for Dynamic Search Ads. It is important for you to first review the content of your website thoroughly and determine if Dynamic Search Ads are a suitable option with the content you have. Optimize your website with rich content, accurate and up to date information and strong calls to action. With these elements in place, your website will be better optimized for success with Dynamic Search Ads.