If you are new to PPC, you probably are not thinking much about the design of your website. Rather, your focus is presumably on stuff like ad groups or conversion tracking.
However, website designing has a huge role in its performance in a PPC campaign and this is not just limited to the way a website looks. It is also about the way it performs.
Although getting target users clicking on your advertisement is an important first step for every paid search program, all that happens once that click is done, which is equally crucial. Through this post, we will outline a few of the ways in which your website design could impact your PPC campaign.
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Optimizing your site for mobile-responsiveness is crucial. The internet is not the same as it used to be around five or ten years back. Customers now expect a company to have completely responsive sites on desktop as well as mobile platforms.
This is mainly because more and more people use their phones to look for a business, and more significantly, to click on ads. Thus, it is likely that prospects are going to leave your site before they convert if you don’t have a mobile-friendly site. Before starting your PPC campaign, ensure that the website design is mobile-responsive by carrying out an audit.
Going by data, approximately 70% of customers say that page speed influences their decisions to purchase. A person would most likely leave your site if they have to wait for three or more seconds. Hence, even if you own a website that manages to look incredible, you are going to have a problem in case it is not loading fast enough. For checking how quickly your website is loading on a mobile device, you might want to use Google’s speed tool.
Featuring among the most rampant problems with any website is technical errors. These problems could potentially destroy your chances to convert any lead from the PPC campaign drastically.
It is possible that the website is working perfectly fine for you or your team. However, you are probably using just one browser and only the same actions for gaining access to your website every single time.
For any prospect, on the other hand, they probably use a different browser. They happen to access your site for the very first time, which might lead them to a lot of technical errors that might have escaped your notice. Therefore, if a site visitor is complaining about a technical glitch on your website, don’t simply say, “It can only work if you click on this link.” This is a sure-shot way of losing out on the advertising leads.
Several businesses understand that they need a site, but the means they use to obtain one are not always perfect. Customers can generally tell if a website is looking outdated. It will call the trustworthiness and credibility of your business into question since your site is the first impression of your business.
With your business changing and growing, it’s absolutely natural to put in more content, pages, or functions on your website. Through the course of time, it is possible to lose focus from the primary objective of your website.
Is your goal to:
- Attract visitors to make a purchase?
- Send them any other resource on the website?
- Subscribe to a newsletter?
If you are not cautious, these objectives might begin working against one another. Ultimately, this can undermine the campaign from your PPC company.
Internal Logic & Structure
Along with consistent objectives, your website should have consistent logic as well as structure. Much like the technical errors, the site might look perfectly organised to you because you can always get what you look for, but if your visitors complain about being unable to find what they require, then it is a serious issue.
Looking for the best company for PPC management is the initial step for running your PPC ads to gain immediate visibility. But you have to keep a close eye on what is happening after your lead lands on the site.
Always understand that in a PPC campaign, you pay for each click. So make every click count. Just bidding on a keyword can’t help you save money from the PPC budget. Instead, with a feature-rich site, you might evoke a great brand impression to earn greater revenue.