Organic SEO is, and continues to be, very competitive for websites in all industries. However, to gain more attention in search engines, pay-per-click (PPC) strategies like Google Ads will help your site be discovered by not only more people, but people who are ready to take the next step with businesses like you. If you choose to go this route, you may want to revisit your website design, as it has a lot to do with your PPC performance.
How does your website design impact your PPC efforts? Read on, and we’ll explain.
Website Mobile Responsiveness is Crucial in PPC
It’s no secret that mobile is the device of choice for today’s users, and if your website is not mobile responsive, make this priority one. This is especially true if you are running PPC campaigns, as in a lot of cases, people click these paid ads while they’re on the go or quickly need to make a decision.
If your website and PPC campaign landing pages are not responsive, it will negatively impact your results and usability. Make sure that no matter what device your users land on your site through, the user experience is the same.
Site Speed Needs to be Top Notch
Your website could be pixel perfect visually, but if its speed is slow your PPC efforts will be wasted. Almost 70 percent of consumers say a site’s page speed impacts their buying decisions. What’s more is half of your visitors will leave your site if they have to wait more than three seconds for a page to load.
Before you execute your PPC campaigns, use Google’s site speed tool to make sure your site is speedy. Also, check out this blog for additional ways on how to make your site faster.
Landing Page Design is a Science
While getting qualified leads to click on your PPC ads is an essential first step in any paid strategy, everything that happens after that click is equally crucial. Usually, in strong PPC campaigns, these users are directed to a landing page where it’s clearly stated what the next step they need to take. If the experience on that landing page does not meet best practices, they will not take the next step with your business.
Here are the best practices your landing page should follow.
All in all, if your website is not in good shape, your PPC efforts will suffer. When auditing your site for its design, remember that every other element (technical side, content, photos, etc.) will have a drastic effect on how successful your campaigns are.
If you have questions about PPC campaigns, website design, or auditing your site, contact GreenMellen today!
