If you think that website design doesn’t matter for your PPC ad campaign results, think again. Even though it might not seem like the two are firmly connected, there are certain customer expectations your website needs to meet for your business to be taken seriously.
That is where business owners and marketers who are only focused on Adwords management make a mistake. As they assume that website design isn’t essential for the success of their PPC ads, they might be losing business. Let’s have a closer look at the correlation between good website design and successful PPC ads:
What Is Good Design?
Design is about more than just appearance, although a professional look is also part of it. The most basic layer of good design is ensuring that the website functions. It is a requirement most websites can fulfill quickly, but then we reach the element of comfort and ease of use. The site should be fast and responsive across all platforms and uniquely tailored to mobile browsing which is on the rise. At the very end, there’s aesthetics as a requirement, as it is the first thing a visitor notices.
Designing a website well is not an easy undertaking, but it’s essential for maintaining useful PPC metrics. It might even be the most important thing after creating and managing the ads themselves.
How Does Design Impact PPC?
As we’ve learned, good design is all about fulfilling the expectations of customers. They have grown accustomed to demanding good design from websites that they think deserve their attention or money. It is why the endeavour of cultivating and converting your hard-earned leads might end on a landing page that is too slow to load or looks unprofessional.
In turn, that increases your pay per click costs, as you will be paying for those leads which you then fail to convert. If your Adwords management is top notch and you’ve created a fantastic ad campaign, your website design should do it justice — at least in the eyes of the customers.
If you wish to make the best out of your PPC ads, go through the website design checklist:
- Ensure that your site is responsive;
- Check your page speed and get it to load quickly;
- Find any bugs or technical issues about website use and fix them
- Make it look professional.
This checklist will ensure that your site is primed to convert leads, which is often all you need it to do.
Many business owners opt for hiring a professional PPC agency to do their ad management work for them. However, not even the professionals can make conversion suddenly miraculous if your website design isn’t as good as it should be. All of these strategies are useful, but they might take too much time to plan and execute.
Fortunately, there are ways for you to see results faster. If that’s something you want, don’t hesitate to contact me. I’d love to discuss your marketing strategy and help in any way I can.
Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.