PPC and Web Design: How They Work Together

Alex Wand
By Alex Wand

Before implementing a PPC campaign, it’s important to have a web design that directs users toward a specific goal. Without this, it can be extremely difficult to measure results. Whether you want to sell a service, a product, get phone calls, downloads, or to get users to fill out a form, pay per click success begins when you optimize a website to convert.

Let’s dig a little more into what PPC is and what it does.

PPC stands for pay-per-click a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site.

There is a huge amount of competition in getting site visits and search engine advertising is one of the most popular forms of PPC to make that happen. Search engine advertising allows advertisers to bid for ad placement in search engine’s sponsored links when someone searches a keyword that is related to their business offering. For example, if we bid on the keyword “rainboots,” our ad might show up in the very top spot on the Google results page. The highest bidders are awarded the most prominent position.

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Every time your ad is clicked, it sends that user to that website and you will have to pay the search engine a fee. If PPC is working properly, this fee is insignificant because the visit will give you more money than what you are paying for that add.

Related: Search Engine Starter Guide for Launching a New Website

Basically, we, the PPC team, target users to go where we want through and ad. Therefore, like many of the other channels, the ad drives traffic to the site and we engage the user.

How Do We Engage the User With PPC?

First things first! If our client is a business without a website, we make them one. After building them a website, we make sure that all of the users that land in that page, stay in that page. In order to make this happen, our web development team makes sure that the website is:

  • Visually attractive

A good design will help catch users attention.  We create designs that connect with the intended audience.

  • Easy to navigate.

Making information accessible and easy to read and find.

  • With a good user experience.

This goes together with the navigation — we want to make sure users find all the information they are looking for.

  • Fast Loading.

This is a very important aspect of a website that not many companies take into account. A fast website is key to preventing early abandonment of the site.

  • Responsive

A responsive design is means creating a page that responds and/or resizes itself across all devices. This includes a desktop, laptop, or devices with small screens such as smartphones and tablets.

Related: Pre and Post Website Launch Checklist

Today, more than 60% of searches are done through mobile devices. With this amount of traffic, Google rewards websites designed for multiple devices with the opportunity of a better place in the search results. A responsive design allows for better usability and makes it easier to read on small devices, creating an overall pleasant user experience.

The more efficiently and effectively we do all of these things for a website, the more time users will spend on the website, creating a higher chance for return visits and/or conversion.

What If They Already Have a Website?

If our client already has a website, we work together with them in many different ways to improve their current site. This process is usually started by building landing pages.

Related: How to Create a Great Landing Page

A landing page is a standalone web page designed specifically to convert visitors into leads. The operation is simple: if we offer something that entices the user, he or she will be more likely to type his or her information into the form. This page helps us convert the users into final clients.

PPC is in charge of driving the correct users to the correct landing page. Once that user lands in that page, they will (hopefully) fill out that form.

We also work together creating A/B Testing. A/B testing is a highly recommended option when trying to improve the conversion rate of our website.  A/B testing is a method of comparing two versions of a webpage against each other to determine which one performs better. Changes can be as simple as changing colors, position or size of buttons that users interact with, or they can be as complex as redesigning the whole page. This all depends on your goal and what you are looking for.

Another way we help PPC is by implementing all of the different codes into our clients’ website or landing pages in order to track and analyze results.

Conclusion

Although it may seem that the PPC department interacts less often than others, it is still equally as important as every other department, especially when it comes to creating a website that gets results.

Ready for a new website or landing page, but not sure where to start? Contact us and start boosting your site traffic today!

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