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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:
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).
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:
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.
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:
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.
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.
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.
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 Phillip Wendell
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