There are many ways in which businesses can take their online presence to the next level and beyond. Two common methods are pay-per-click (PPC) advertising and effective website design. At first glance, these concepts may not appear to be intrinsically related. Therefore, it is somewhat ironic that each can have a profound impact on the other.
The fact of the matter is that PPC and web design share several features in common. Furthermore, it has been proven that the layout of a website will have a direct impact on the effectiveness of a pay-per-click campaign. Let’s take a closer look at how these two are digitally intertwined.
The Horse Before the Carriage?
Some website owners are conflicted in regards to whether they should spend their money on search engine optimization (SEO) or PPC. The truth is that both share equal importance. Why is this the case?
Perhaps the most important point here involves the end-user experience. Let’s imagine for a moment that you have created an innovative and eye-catching PPC campaign. As a result, interested individuals navigate to your website. The only problem is that the site itself is outdated and clumsily engineered. Even if they were initially attracted to an offer, a poorly designed platform will detract from your brand identity.
This is like marketing a cutting-edge product in the physical world. Regardless of the quality of the item, would you ever choose to become further engaged in a retail store that was difficult to navigate or offered poor customer service? In other words, the appearance of a website can make or break any PPC campaign. Let’s look at some steps you can take to ensure that any PPC campaign will be augmented through effective web design.
A Mobile-Responsive Design
More than half of all online shoppers now utilize their mobile phones to make everyday purchases. Of what use is a website if it is unable to cater to this growing demographic? This is when a mobile-responsive design comes into play. Long-scrolling text, optimized images, the ability to zoom in on discrete details, and fast page loading times are some of the hallmarks of a mobile-friendly configuration.
All About Website Page Speed
Did you know that 70 percent of all virtual shoppers claim that speed impacts their buying decisions? Therefore a website should display correctly within seconds.
Bloated coding, exceedingly large media files and troublesome technical errors can all detract from an attractive PPC campaign. Using tools such as this one should be employed regularly. You can accurately calculate how fast the site takes to load and you are also provided with the ability to target any problems that may be present.
The Physical Appearance of Your Website
The experience of the end-user is critical when referring to any PPC campaign. One common mistake is to assume that a prospect will be automatically “hooked” if he or she takes an interest in what the PPC offer may entail. On the contrary, this is only one part of the overall conversion process.
In the digital domain, consumers place a great deal of importance on the functionality and aesthetics of a website. Here are some ways to guarantee a favorable first impression:
- Ensure branding consistency across all pages.
- Do not overuse banner advertisements and pop-up offers.
- Provide a clear means to navigate between different sections.
- Include a call to action (CTA) on each page.
A well-designed and appealing website will positively impact your PPC campaign.
What is the Ultimate Goal of Your Business?
Online objectives can change from time to time; particularly if you market a host of different products and services. If a mission statement is not clear, potential buyers can become confused. Your website should provide clarity and insight along every step of the buyer’s journey. If you plan on changing the scope of your ongoing operations, the PPC campaign in question must be modified accordingly.
Outdated and/or Irrelevant Internal Links
Let us assume that an ongoing PPC advertisement has resulted in a greater number of inbound website hits. However, your conversion rates have not increased. What might be the problem? If the issues above were thoroughly analyzed, it is prudent to examine the internal linking structure.
Internal links are intended to provide an easy means to navigate between different pages (such as a product description and a checkout platform). If a single link no longer functions, you have likely lost a sale. This also paints the entire business in a negative light. Regularly examine all links to guarantee that they are still valid.
Poorly Written Content
Content creation has always represented the backbone of SEO. Every product should contain a high-quality description that is written for the reader as opposed to the search engine. The same holds for other pages throughout the website.
Let’s remember that a PPC campaign primarily entices prospects with the help of written content as opposed to a few snappy images alone. If the material within your website does not work in synergy with the initial offer, buyers may become wary about what it is that you are providing. So, always remember that content is still king.
Web Design and PPC: A (Potential) Match Made in Heaven
We can now see why website design and pay-per-click advertising are undeniably related. It’s wise to think of these processes as virtual “spokes” within the wheel of an overall marketing campaign. Should one of these spokes go missing, the entire strategy will suffer as a result.
Would you like to learn more about the relationship between these two techniques? Are you curious about how the face of PPC advertising is changing? These are two of the many questions which the team at Roe Digital is happy to address. Contact us to discuss your digital marketing strategy.
Paula O Gorman is the marketing manager at Promotive, a marketing agency that helps their clients with digital marketing, include website design and PPC campaigns.