Page Speed and Pay Per Click Management

Pay Per Click Management is not exactly easy, and it hinges on mastering tools with fairly high learning curves. We’ve discussed some of the other tools which can help you with your PPC campaign in previous articles, and today we’re going to talk about the effect that page speed has on the effectiveness of your paid advertising.

Google places a huge emphasis on the user experience of a website. The quality rank that your website receives is due in huge part to the speed and optimization of your website, because users won’t want to use it if it’s slow and buggy. If pages are taking too long to load, you may find that users are going on your website and leaving almost immediately, and that’s the last thing that you want affecting your website quality score.

The effectiveness of your PPC campaign encompasses a lot of factors, all of which relate back to the way in which your website operates, and the experience that the consumer receives when visiting it. First of all, your content needs to be top notch. Content that isn’t relevant, original, and especially useful won’t be viewed by users, and your quality score will drop. Your content should be built from the ground up, with the needs of your consumers in mind.

Also, your website should be extremely easy to use. If a consumer has to search extensively to find the content or webpage that they need, they’re unlikely to continue using your website. For every website that isn’t optimized, there are a dozen that are. Why would a consumer choose the one that’s worse?

Your website needs to be built in a way that makes consumers want to spend time on it. That means lots of interactive content, which is both useful and relevant, and a design that’s pleasing to use and looks good. With material design becoming all the rage, it’s absolutely crucial that your website is appealing.

Optimizing your site is about more than making it work fast. It should be compatible with every type of web browser and device, especially mobile devices. You want consumers to be able to view your webpage from any device at any time, so that they can make purchases on their own schedule.

Landing Pages play a huge part in how Google AdWords evaluates your quality score. Because the landing page is the first thing that consumers see, it must be absolutely flawless.

Once you’ve built your website, content, and landing page to be user-friendly and well0optimized, you should start seeing an increase in visitors and conversion rates. However, sometimes improving just your website may not be enough. That’s when you should start looking at the PPC campaign itself, to see what can be improved and how.

Just like with your website, you shouldn’t try to do everything all at once. It’s important to start small and work your way up. Begin by understanding who exactly your target audience is, and that’s where a well-built campaign comes into play. Many businesses start with what’s called a ‘restricted campaign’. This is a campaign that’s built for the purpose of seeing what works best, and for identifying which consumers are most likely to buy from your business. It also requires a very minimal budget commitment, so that you don’t end up wasting money on things that don’t work.

PPC, and consequentially internet marketing, is an industry that is changing every single day. Campaigns that work today may stop working tomorrow, because the consumers buying cycle is more flexible than ever nowadays. Unless you’re walking into it with stacks of disposable budget, you might not be able to spend as much as some of your competitors, and that means that you have to identify what works as quickly as possible.

Fixing your url is one of the first things that you should start with, as this may be the first thing that consumers see about your website. Your url is visible in the results, and it should have some kind of reference to your business. A url with a bunch of random numbers and letters only ruins the reputability of your business.

Any ad that you include in your campaign should be relevant to the landing page to which it links. Generic ads that are the same for every landing page are likely to do worse than more specific ones, because consumers like to know exactly what they’re being shown. Anything else may serve to aggravate them, and push them away from your business.

Whatever your budget may be, you need to know exactly how it will be distributed through your campaign. Some keywords or display times will simply be too expensive, and that’s just the reality. A good business manager knows what’s out of the limit, and works their campaign around them.

Remember, running an effective campaign is not always about the budget. It’s all about understanding your weaknesses and improving them as best you can. If your only limitation is budget, than every other part of your website and campaign should be built in a way that makes up for it. The results on your conversion rates will be well worth the effort.

Give us a call today to see how the Rush Ventures can help you!

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