Most businesses are trying new techniques to promote their brands. Amid this, PPC is a method which helps companies to promote and advertise their brands online. Brands which tries PPC advertising enables them to drive inbound traffic and get great results within a short period. If you’re entirely new to PPC, you might not consider much about website design. Instead, all your focus is probably on things such as ad groups, conversion tracking, etc.
Does Website design impacts PPC Performance?
You may ask why you should worry about your website design. The reason is quite a lot. Hang on a moment.
Getting users to click on your ads is a vital step in any PPC advertising, and it’s just half the battle. The main objective of any paid search program is increasing traffic to your website. Everything happens after users click on your PPC ads are no less important. Your website’s landing page is the key factor to turn prospects into customers. If users don’t like what they see on your website, then your PPC performance will suffer. And, it’s not just about how your site looks, but also about the performance of your website. Here comes the need to think about website design and performance. To help you narrow your focus, here we’ve covered a few web design elements that can impact your paid search program.
1. Responsive Web Design
Nowadays, everyone prefers to use smartphones and tablets to do most of their activities that we used to do earlier using our desktops or laptops. Hence, having a responsive web design rather than a mobile-friendly site ensures that users will easily navigate through your website and have a good user experience. And, this, in turn, you’ll have repeat visitors and a higher amount of conversions.
2. Page Load Time
Page load time is the next design-related factor that has an impact on your paid search program. Users want a site to load within 3 seconds or less. Even if your website looks great, users won’t stay if it loads slowly. So make sure that your site loading speed is excellent using some great tools out there.
3. Technical Issues
With the structure, design, and content of your website, technical errors also have an impact on your PPC program. Your website might work correctly for you and your staff. But, potential customers, might perform diverse functions which lead to technical errors. Hence, take note of your site visitors complained about some element of your site that isn’t working fine.
In addition to the above, the overall impression of your website matters a lot. A common mistake that most businesses are doing is designing their website that they like instead of thinking about the end-user. Yes, visual appeal is all-important. When prospects and customers visit your site, they should satisfy the aesthetics of your web design. This is because a bad first impression can be hard to overcome online, and it can weaken PPC efforts.
5. Conflicting Objectives
It’s common to improve your website by adding more content, additional functions, and pages when your business changes and grows. But, after a while, there are chances to lose sight of your website’s chief objectives. If you’re not cautious about your website’s primary goal, then some of the objectives include getting visitors to buy, getting qualified visitors to fill out a form, and to get lots of email subscriptions will start to work against each other. And, this, in turn, ruins your PPC program.
Apart from the aesthetics of your web design, content, and technical errors, you should concentrate your site’s logic and structure. Users would love to get the information they need as soon as possible without any hassle. Hence, help users to find what they need on your site without annoying them.
These are the 6 web design elements that can undermine your PPC performance.