By: Brett Goerzen, Web DeveloperBrett Goerzen

Does your business employ Google Ads as part of its marketing and sales strategies? At High Touch, we use Google Search Ads to generate brand awareness and leads for our Marketing and Sales teams. If you’ve worked with advertising and technology, you know that trends and best practices change rapidly.

You need to understand your business’s overall goals for the campaign to create an effective Google Search Ad strategy. Once you have your ads in place, you can begin looking at the quantitative results of the campaign through the Google Ads dashboard. Based on your performance, a Google account representative will most likely contact you offering tips to optimize your campaign. When adding these recommended changes into your ad campaigns, make sure you monitor the results closely. In our experience, Google’s recommendations can have unintended results.

Of course, Google isn’t in the business of free advertising—to get more impressions, you’ll need to spend more money.

What Are Google Dynamic Search Ads?

Google Search Ads are paid text advertisements that appear at the top and bottom of a Google Search results page. Instead of writing your own ads, Google can automatically generate Dynamic Search Ads based on your website content or your content inventory. Google can create Dynamic Search Ads quickly; Webpage Searchhowever, the ads are based on your website’s entire content inventory.

How Google defines Dynamic Search Ads

According to Google Ads Help, “Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website content to target your ads and can help fill in the gaps of your keyword-based campaigns. Dynamic Search Ad headlines and landing pages are also generated using content from your website, which keeps your ads relevant and saves you time. All you need to do is add a creative description. Without Dynamic Search Ads, even well-managed Google Ads accounts with many keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.”

Optimized by Google

Part of the Google Search Ads process is optimizing your campaign to ensure you’re purchasing ads that resonate with the appropriate audiences. You can do this manually with an SEO expert, or you can attempt to use Google’s customer services to optimize your campaign. Google customer service uses your website URL to generate Dynamic Search Ads, which in theory should help you reach your target audience.

In our experience, with the breadth of services offered by High Touch, the suggestions provided by Google did not accurately represent what we were trying to achieve. Surprisingly enough, in one instance, we ended up advertising the Texas State Aquarium instead of our Corpus Christi office.

While Google provided ads based on our website content, a good chunk of our website content isn’t an exact, one-to-one match to the services we offer, like blogs about special events, culture, and awards. By employing SEO best practices, we were able to create Google Search Ads that accurately represented High Touch’s marketing and sales goals.

Sharing our experience, we’re hoping you can create the appropriate campaign for your business, whether you construct your own ads or rely on Google’s optimization algorithm.

Our Experience With Google Recommended Ad Optimization

According to Google, Dynamic Search Ads should create advertisements that closely align with your business offerings. website managementWhat happens when your business has a lot to offer and your website contains informational content outside of your product catalog?

For example, High Touch has five lines of business and 26 solutions and services listed on our website. We also have six different location pages. Does Google do a good job of automatically assessing our advertising and marketing goals based on all of the content on our website, including blogs, leadership team biographies, and customer support information?

In our experience, not quite…

High Touch Dynamic Search Ads

With the sheer number of solutions and services provided by High Touch, we focus on creating targeted, well-designed Google Search Ad campaigns. In addition, we need to account for multiple High Touch office locations. By following the recommendations of Google to generate Dynamic Search Ads, we ended up with ads that were too vague to describe the technology services we can provide for businesses.

The ads we generated didn’t necessarily promote our lines of business or blend well with High Touch’s overall tone of voice used in messaging. In fact, based on an event hosted by members of our San Antonio office, we ended up running ads for the Texas State Aquarium.

Advertising the Texas State Aquarium

Back in 2014, High Touch hosted a cybersecurity event with Dell at the Texas State Aquarium. During this event, High Touch discussed cybersecurity, firewalls, best practices, and additional Security Solutions. Following the event, we had a brief blog post linked to our Corpus Christi location page with pictures and related tags.

During a recent Google Search Ads optimization meeting, a Google Ads representative suggested using the URL for our entire High Touch website to create new Dynamic Search Ads for our Corpus Christi specific campaign. Somehow, through Google’s Dynamic Search Ad creation algorithm, we began running with Dynamic Search Ads with headlines and descriptions for Texas State Aquarium.

Monitor Your Ads Closely

search engine optimization (SEO)When making any ad changes, whether making Google-recommended changes or completing minor maintenance tasks, you need to monitor your ad performance for any unintended side effects. We monitor our ads closely and noticed the Texas State Aquarium advertising mishap within the first 15 minutes of employing Google’s recommended changes. We quickly reverted the ad changes suggested during the optimization meeting and scheduled a follow-up call with Google to communicate the unfortunate results.

Improve Your Business’s SEO

While Google Dynamic Search Ads can save your business time and resources when optimizing ad campaigns, it’s important to review the generated ads, conduct your own research, and monitor your accounts closely after implementing changes recommended by Google Ads representatives.

Are you interested in improving your business’s SEO ranking? High Touch is excited to offer general website SEO assessments to help you determine how to improve your website. Contact us today to learn how to get started.

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