If you’re comparatively new to PPC, you may not assume a lot of regarding website style.
Instead, your focus is more seemingly on things like ad groups, ad messaging, and conversion tracking.
After all, what will the look of your web site got to do with PPC performance ?
While getting qualified users to click on your ads is a crucial first step in any paid search program, everything that happens after that click is equally important.
And if users don’t like what they see or expertise once they’re on your website or landing pages, then your PPC campaign performance can suffer.
This post can define some of the ways in which your web site style will impact your PPC program.
The percentage mix of mobile versus desktop guests varies.
It accustomed be that having a mobile-friendly website was the gold standard for mobile usability. But not any longer.
Today, guests need and expect a responsive website. In contrast to mobile-friendly sites, the content on responsive websites is dynamic.
Images and content blocks will re-position themselves on the page, looking on the screen size on which they’reviewed. In this approach, they’re easier to look at and navigate.
2. Page Speed
Page speed is another design-related issue that may have an enormous impact on your PPC program.
A recent article stated that nearly 70 percent of consumers say page speed impacts their purchasing decisions.
The Unbounce study cited in the article found that a stunning 50 percent of visitors will leave a site if they’re forced to wait more than three seconds!
So even though your website appearance superb, if it doesn’t load quickly you’ve got a haul.
Page speed is something we tend to assess when planning paid search campaigns. And generally, purchasers are afraid at what we discover.
These aren’t “homemade” websites either. They’re professionally developed – but that’s no guarantee that pages will load quickly.
Google provides a tool for testing mobile website speed.
3. Technical Errors
Another common issue with websites is technical errors.Your website would possibly work just fine for you and your workers.
But then once more, you’re most likely acting a similar set of actions with identical browser each time.
Potential customers, in contrast, may perform completely different functions that generate technical errors. So if website guests ever complain that some part of your site isn’t operating, take note!
Even if you test the element and it works fine for you, don’t assume it’s problem solved. Keep trying to see if you can recreate the error. Talk to your developer.
Unfortunately, it’s not enough to find a workaround. You can’t say, “Actually, it works if you click on this link, not this one,” and leave it at that.
Because that’s a sure-fire way to lose your online advertising leads.
In addition to the technical elements of website design, aesthetics are also important.
By aesthetics, I don’t mean the shade of blue utilized in your example. I mean overall impression.
When a site looks “homemade” or dated, it calls into question the trustworthiness and credibility of your business.
This is especially true when it’s the first time a potential customer interacts with your business.
Just as in face-to-face relations, a bad first impression can be difficult to overcome online. This can undermine your PPC efforts.
5. Conflicting Objectives
As your business changes and grows, it’s not uncommon to add more content, pages, and functions to your website.
Over time, you can start to lose sight of your website’s primary objective.
Is the goal to:
- Get visitors to buy?
- Get qualified visitors to call, email or fill out a contact form?
- Send them to other resources on your site?
- Subscribe to your newsletter?
If you’re not careful, some of these objectives can start to work against each other.
And these can undermine your PPC program.
6. Internal Logic & Structure
In addition to consistent objectives, you also wish your web site to possess consistent logic and structure.
As with technical errors, your website might sound perfectly organized to you. you’ll always find what you’re trying for!
But if online visitors complain that they can’t find what they need, then that’s a serious problem.
Get a Third-Party Assessment
Unfortunately, it’s hard to accurately assess your own website. You’re too close to it.
That’s why it’s helpful to have someone else audit your website for you. How simply can they navigate your website, notice what they’re searching for and perform different actions?
That kind of testing will give you a more accurate picture of potential website design issues.
A Great Website Is Crucial to Great PPC
When you’re new to PPC, it’s easy to get caught up in the method of putting together a PPC program.
But before you put too much time into it, make sure issues with your website won’t undermine your efforts.
Because a good website — one that’s current, functional, simple to use, and logically organized — is vital to your PPC success.