5 Handpicked Ways How Web Design impacts PPC Advertising

PPC and Web Design!!

Amazed to see two isolated terms sharing a common space?

When you think of Search Engine Advertising, very first thing comes to your mind is conversions, on moving further, you will have ad campaigns, ad groups.  Have you ever thought of how your Web Design impacts PPC Advertising?

Probably No!

Before launching your PPC campaign, you need to rethink your website design and how is it refining your site visitors to conversions?

From the first step of keyword research to content creation or further when you move towards user experience, Search Engine Optimization(SEO) cannot be ignored. 

Actually, it’s not all about the look and feel, website performance also matters. If visitors don’t find anything relevant, or something they wished, prominently, they will leave your space. 

Let’s find out, how your website design affects your paid search campaigns and look through the effective ways how to optimize your website to convert.

5 Ways How your Web Design impacts your PPC Advertising campaigns

1. Plan your objectives

You should agree, as time passes, market trends change, business patterns change, followed by expansion and introduction of new technologies.

And, obviously, as new content gets added, more functions and new pages are created. But, with this, it is also observed that the primary goal, from where you started, get changes too.

It is justified. Because, initially your goal can be sending qualified traffic, subscribe to your newsletter, then engagement and finally shoot for conversions.

So make sure your web pages also get optimized according to the Pay Per Click campaigns you are running and reference the ad networks you are using.

2. Responsiveness

If you’re still living with a mindset, that “my website rocks on the desktop”, you need to come out of that.

Statista stated, 52.2% of all website traffic was generated through mobile phones globally in 2018, which was up from 50.3% in the previous year 2017.

Frankly speaking, if your website is not mobile optimized, expect less mobile conversions. This, in turn, affects paid search.

Not only this, but your landing page quality also affects quality score, which directly impacts your CPC(Cost-Per-Click).

3. Improve URL Structure

If you think, URL structure affects SEO only, you are mistaken. Bad URL can ruin your PPC Marketing. Now, what is the best way to structure your URL for PPC landing pages?

Did you know, Ads contain a Google Remarketing Code which helps you in targeting your visitors through ads? It is similar to analytics, Where you get that code on every page.

This remarketing setup helps you create lists with URL, instead of writing separate code for individual pages.

For instance,

We have a category of footwear, containing URL, www.example.com/footwear

And, internal pages linked to this category page contains specific footwears with…

What would you choose A or B?, Ideally, A why?

If you look at the set of URLs in column A, you will find, on creating a list of candidates for a specific type of footwear under footwear category, all those visitors who visited those pages, get included in your Remarketing List.

With this, you saved your time by avoiding manually searching all those visitors who are looking for footwear, tagging pages manually.

Referring to column 2, you would lose all those visitors to product specific pages that don’t include the term “footwear”.

In brief, act wisely, while selecting Keywords in your PPC landing pages and Cascade them to reduce your manual efforts.

4. Boost your Page Speed

You have decorated your site with stars, put glitter in. Trust me, it won’t work if it’s too heavy. Remember, higher the page speed, higher the chance for return visits and/or conversions.

According to unbounce.com, nearly half of your visitors would leave you if you are forcing them to wait for more than 3 seconds.

Page ranking is something, you need to focus on. Considering organic search, it is tough for Paid Search Advertising, as it will cost you at the end.

There are various online tools available, which assess your website performance and generate dynamic website reports just by entering the site URL.

Test your mobile site speed with FREE Google Tool in order to get complete page-insights of your website. It scores your website from 0 to 100, the higher the number, the faster is your website.

5. Use the third force

It is more difficult, to point our own mistakes, and it’s completely natural not to do so. But, for the betterment of your website, third party interference is desired. Because when you are working in an open venture, it becomes difficult to assess your own website.

And it is recommended to have your site audit done, from someone else. It will help you in better site navigation and dig into various areas where improvements are needed.

PPC site audit gives you a better picture of potential website design issues.

Wrapping up!

A Great website boosts your Pay-Per-Click Advertising campaigns and increases your web conversion rate. Mostly, it gets ignored but, website design plays a crucial role in determining the performance of your PPC program. 

In a nutshell, I would suggest, speed-up your site, look into Landing Page URLs, your Page Titles, talk to your developer, work on mobile optimization, have Third Party Assessment and ensure that your website design affects your PPC campaign positively.

Take your PPC and Web Design to the next level with authentic experts advice, chat with us, subscribe us. We, humans, won’t spam you. 

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