5 reasons to contact your web developer before your next PPC campaign

Pay Per Click (PPC) campaigns can be a great way to drive very targeted traffic to your website almost immediately and if your account is well managed often very cost effectively, but what happens once they get to your website?

You have just spent money attracting a new potential customer and getting them to come to your website so you want to make sure that your website is working as hard as possible to convert that potential customer into a lead or a purchaser.

So here are five reasons you should speak to your web designer / developer before starting your next PPC campaign:

Reason 1:  Performance and reliability

As you are paying to get a visitor to come to your site you want to make sure your site is up to the job. A successful campaign can significantly increase the amount of traffic to your website. The worst thing would be for your site to be slow or not working at all.

Make sure you speak to your web developer to let them know what you are intending and to make sure that your website is performing as best as possible. Your web developer should be able to optimize your site to run as fast as possible and to also ensure it is as reliable as possible giving the best experience to your visitors (and to Google – see Reason 3 below).

Reason 2:  The 10 second rule

Research shows that a site visitor will make a decision on whether to stay on your site within the first 10 seconds of arriving. Just to be clear, you have less than 10 seconds to:

  • Reassure them they are in the right place
  • Present the right image and feel
  • Convince them to stay a while

The design of the page your direct the visitor to is absolutely vital in achieving this goal and a good web designer should know all the things required to make this happen.

Reason 3:  The hard Sell

Now that you have convinced someone they are in the right place and that they should stay a while you now need to get them to take some form of action.

This requires a well thought out and designed ‘landing page’ which performs the following tasks:

  • It quickly and easily informs them of the product or service
  • It provides compelling reasons to take an action (whether this be an enquiry, a sale or a download etc)
  • It makes it as easy as possible to make that action
  • It does not distract with irrelevant or unnecessary information

You will need to speak to your web designer / developer on how to achieve a landing page which delivers these requirements. While this is not rocket science there is a methodology and psychology to these pages which a good designer should be able to explain and implement for you.

Reason 4:  Google Quality Score

When running PPC campaigns Google applies a ‘quality score’ to your campaign. This is based on a number of factors including the relevance of the advert to the location the advert points to as well as the performance of the site as well.

If, for example, you point your ad to your home page it is possible the relevance of this page to the text in the advert might be quite low. A good web developer will be able to work with you to ensure the page you are directing traffic to is highly relevant to the advert. This is achieved in the design, wording and even the coding of the page/site itself.

Reason 5:  Knowledge

As part of your PPC campaign you will want to be able to track and assess the performance and impact of the campaign on your website and your business.

To do this you will need your site setup with an Analytics tool to provide tracking and statistics. Google Analytics is a great (and free) tool that can provide this functionality.

You will need to speak to your web developer to ensure that analytics software is installed on your website. Your PPC company will also provide you with some code which is used to track ‘conversions’. These are defined as the goals you want the advert to achieve (a product sale, an enquiry, a download etc) and are vital in determining the return on investment for the campaign.

In summary

We hope you have found this article useful. It shows how important it is to speak to your web designer / developer prior to running a PPC campaign to ensure that your website will perform as well as possible to deliver maximum return on investment.

Guest post by Ivan Slade from Flow Interactive. Flow Interactive is a professional web design and development company based in Sydney with extensive experience of optimizing websites and landing pages for PPC campaigns. If you would like a free consultation on how we can help you with your next campaign please contact Ivan on 1300 77 3569.

Posted on December 6, 2012 by under Guest Posts

Subscribe

SUBSCRIBE

As Seen In

sej logo moz logo savvy sme logo

Latest Posts

5 Free Tools that help you develop your AdWords Campaigns image
5 Free Tools that help you develop your AdWords Campaigns

In many cases, when developing an AdWords campaign, we rely solely on the tools provided... Read More

Google Call Forwarding Now Available to Australian AdWords Advertisers image
Google Call Forwarding Now Available to Australian AdWords Advertisers

When it comes to measuring the performance and overall impact that a marketing campaign has... Read More

Concepts that define Website Marketing strategies image
Concepts that define Website Marketing strategies

To get the most out of their websites businesses owners need to know the best... Read More

Why you’re paying huge CPC’s and how to get more bang for your buck image
Why you’re paying huge CPC’s and how to get more bang for your buck

The ‘Cost per Click’ (or the amount you’re paying for each click your ads receive)... Read More

4 Key Points to Remember When Developing an Online Marketing Video image
4 Key Points to Remember When Developing an Online Marketing Video

In this fast-paced and high-tech day and age, consumers are becoming more and more time... Read More