PPC is all about ad copy, keyword bids, and conversion tracking, the answer to this is no. Although it may sound shocking, PPC performance can also be affected by the website design. Website designing is not just about the site’s aesthetic appeal but also about the business overall performance.
If the users don’t like what they experience on the landing page, the amount spend and the entire PPC campaign is at loss. Especially when you take PPC services from the experts or Digital agency, you have to make sure that your money is well spent.
What is PPC?
PPC stands for pay-per-click, also known as Paid Search internet marketing, is when advertisers pay a fee for web users to click on their ads. Such ads come in multiple forms such as Search Ads, Display Ads, Shopping Ads, and Video Ads. Essentially, it’s a way to buy site visits, rather than trying to “earn” those visits organically.
Search ads are the most traditional type of PPC marketing. These ads appear in the top of the results pages of the search engine and thus provide the most visibility.
How Does PPC Work?
Unlike SEO (Search Engine Optimisation), where it takes time for a website to rank organically in the search results, PPC is an online advertising method that rapidly moves the website to the top of Google. It can be a great tactic for businesses looking to secure traffic and conversions while their SEO campaign gains traction or for companies that don’t want to invest in SEO.
PPC works like this:
- An advertiser creates an ad group containing a list of keywords and corresponding advertisements.
- They set a budget, targets and specify any rules that apply to the campaign.
- Once the advertiser is happy with the ad groups they have created, they bid to appear in the ad space for specific keywords.
- The pay-per-click platform uses an algorithm to decide which advertisements are displayed and which ones are rejected, based on the highest bids and the highest quality content.
- Ads are then put at the top of the search results, and the advertiser pays Google (or Microsoft, if running Microsoft Advertising) a charge (the cost per click) each time a user clicks on an ad.
- The advertiser monitors PPC performance over time, measuring essential metrics such as CPC (cost per click) CPA (cost per acquisition) and CTR (click-through rate).To continuously improve efficiency, the individual campaigns and ad content are tweaked and optimized as appropriate.
PPC keyword tools:
Google Keyword Planner — Google Keyword Planner provides you with keyword ideas that can be accessed from your Google Ads account to help you build your campaigns and ensure that your content remains relevant to your users.
Moz Keyword Explorer — Moz Keyword Explorer is a premium tool that SEO and PPC professionals have relied on for years, it providing accurate search volume figures for each keyword as well as SERP analysis features, so you can gain insights into why your competitors rank well for particular terms.
SEMrush Keyword Magic — This handy premium tool provides over 2 million keyword ideas from one seed keyword and recommends long-tail keywords you might never have found otherwise. One of its best features is the semantic keyword grouping function, which allows you to group suggested keywords by topic for easier targeting of audiences.
How to Write a PPC Advert?
PPC search ads have a specific structure and layout, called Expanded Text. This structure is as follows:
Headline 1: Up to 30 characters (including spaces)
Headline 2: Up to 30 characters (including spaces)
Description Line: Up to 80 characters (including spaces)
Path 1: Up to 15 characters
Path 2: Up to 15 characters
To make sure your ads are successfully accepted by the PPC platform of your choice, make sure they don’t contain excessive capitalisation, punctuation or misleading statements. It can be costly to have your ads suddenly pulled because the PPC platform determines them to be breaking the rules mid-way through a campaign, So always run your ads past an expert on PPC while learning how to become an expert on PPC yourself.
We will outline some ways a website design can impact the PPC programme so you need to take care of the following:
1. Page Speed
According to the most of the survey, about 50% of visitors are likely to leave the site if loading takes more than three seconds!
2. Technical Errors
Another common problem with a website is the existence of technical errors. Your site should be error free.
Since more than half of the traffic is using mobile to search the internet, the PPC campaign will also draw the mobile users attention. The website should therefore be a responsive website and the landing page if you are using for your campaign, then it should also be responsive page.
4. Confusing Goals
As the business grows, adding more pages, content, and functions to your site is quite normal. But as your site becomes more complex you may start losing sight of its primary goal so try to avoid it.
5. Aesthetic Appeal
The technical part is indeed a crucial element in optimizing user experience, but so is the site’s visual appeal.
Due to its unattractive layout your hard-earned advertising leads can leave your site. To prevent this, make sure to hire a reputable web design company and make the first impression of your business count.
# At a Glance
It’s not uncommon to get perplexed by specific PPC metrics when you move into the PPC arena. Especially if you engage in skilled PPC services in India, your entire focus will, and rightly so, be directed towards improving PPC performance. So make sure your website doesn’t compromise your efforts before you get involved in that. Remember, a functional, dynamic, navigable, structured, secure, and feature-rich website is critical to PPC success.
The first step in running your PPC ads and gaining instant attention is finding the best PPC management firm. But you also need to keep a close eye on what’s happening at your site after the leads land to your site does it gets convert to sales.
Remember you are paying for every click in a Pay Per Click campaign. So do count all the clicks. Bidding on the keywords simply won’t help saving bucks from your PPC budget. Rather, you can evoke a positive brand impression with a dynamic and feature-rich site, and earn higher revenue.
PPC marketing is a worthwhile investment that can bring great benefits to your business building brand awareness, reaching customers right when they’re ready to buy, and re-marketing website visitors who haven’t converted. PPC will produce quick results and your competitors probably already use AdWords, So it’s time to throw your hat into the ring and find out what paid search can do for you!