Whilst the importance of web design to the search engine optimisation of a website is becoming better understood by many web designers, few are considering what they can do to help their clients’ PPC campaigns. In many ways, this is surprising, since more and more websites are relying on PPC and social advertising campaigns for a significant proportion of their traffic. Nevertheless, it’s clear that many designers need a little bit of a refresher on what they can do to improve the effectiveness of their websites when it comes to PPC. Here, we’ll run you through a few of the pointers that you need to remember when you’re putting a design together.
The cost per click that PPC advertisers are paying keeps growing year after year, so it’s more important than ever that advertisers make every penny that they have work for them. Website designers can help in this by ensuring that the PPC landing page experience is as good as it possibly can be. This means creating a page that is easy to navigate, loads quickly, and where the call to action is both obvious and easy to follow.
This may sound like obvious advice but it’s amazing quite how many web designers fail to consider PPC at all when they’re building a site. This can result in website owners ending up sending PPC traffic to pages that were designed for an entirely different purpose. This tends to lead to a poorer landing page experience, which dents the quality score of a particular keyword and means that the advertiser ends up paying Google more for every click.
In short, by considering PPC and thinking about the landing page experience, you can save your client a significant amount on their PPC budget, that’s got to be worth a second piece of work!