5 things you need to consider before your website is ready for a PPC campaign?

So, do you think your site is ready to effectively convert the paid traffic that is about to come your way? “Well yes, my website is live.” That would be the right answer if you was looking to throw your money down the toilet. You do have to have a live website before you can even think about a PPC campaign but there is a little more to it than just that. In this article I will cover 5 different aspects of your website you should seriously look at before you even start to look in to PPC.

You wouldn’t promote a half finished product, so you wouldn’t promote a half-finished website.

Once upon a time in a land not too long ago, just having a website put you head and shoulders about the rest. But in this day and age a poorly built website that doesn’t perform as expected can do more harm than good. So with that in mind let’s jump right in.

1. Loading Speed

It’s no secret everyone from me to you to my nan is impatient when it comes to wanting things now. With the likes of Amazon Prime, 1 hour delivery and click and collect becoming the norm a 4 second wait for a website to load can seem like an eternity. There is no point in laying out a load of hard earned cash for a PPC campaign when potential customers will just bounce off your website because it is taking too long.

So what can you do to improve loading time:

Minimize HTTP Requests

Enable compression

Minify Resources

Optimise images

Optimise CSS Delivery

And much more but I would bet my house that 98% of you don’t really know what much of that means let alone how to adjust them. My advice would be to talk to your web designer or talk to us at Visual Loves as we can help with loading speeds.

2. Content

A lot of businesses both big and small are guilty of over looking this stage of the website design process. The quality of the content (Text and Images) will largely dictate the success of your website both with your users and to some extent how well you perform in organic rankings (SEO).

Here are some questions to ask yourself:

Is my content original?

Is my content compelling?

Is my content related to the product or service I am advertising?

Will my users find the content helpful and can they make an informed decision?

Is my content written in the right tone of voice?

It doesn’t matter how people stumble across your website, if the content does not at least pass the questions above then you are not going to make any sales. My advice is work with a professional content writer on the pages you will be linking in your PPC campaign at a minimum, ideally you would work with them for your whole site.

3. Functionality

Much like content, functionality is something that should have been considered at the very start when designing the website. None the less it is something you should constantly review to ensure the user experience and journey is the best it possibly can be. If your website does not follow a logical path or does not behave how the user expects it to, you can bet your bottom dollar they will simply leave your site and purchase from your competitor. So here are some things to look at:

Do you provide adequate contact options?

Are your call to actions (CTA’s) well placed?

Can the user get from the home page to the contact/purchase page in 3 clicks or less?

Do you waste time on the phone answering questions that you could put on your site to help the user make a more informed choice?

Do you have a way for the user to contact you on each page?

Are there any broken links on your site?

4. Mobile

On April 21, 2015 Google released a significant new mobile-friendly ranking algorithm that’s designed to give a boost to mobile-friendly pages in Google’s mobile search results. This means that a mobile responsive site is not only detrimental to the success of your PPC campaign but it also effects your SEO. If your website does not adapt to every screen size out there then there is a good chance that you will lose customers, this is even before you throw PPC in the mix. As mobile now dominates over 50% of searches done through Google there is a good chance most of your targeted campaign audience will find your advert on a mobile device.

Here is my advice, be smart. Sit down and go through your website on a few different mobile and tablet devices, makes notes of any issues you find and have a chat with your web designer.

5. Analytics

If you intend on growing your online activity and positioning your website as a marketing tool rather than “a place where people can find me” then you need Google Analytics on your site! IT’S FREE! You can do so much with it and gain an invaluable insight in to every aspect of the success of your online activity. Any PPC specialist or marketer will tell you than you can not expect to run a successful online campaign without Google Analytics. You can set up your Ad words, Facebook Ads or even Bing Ad campaign but it really is a waste of money unless you keep an eye on it and adjust accordingly to what GA (Google Analytics) is telling you.

You can see where the traffic is coming from, so you can get a clear idea of what adverts are working and what aren’t.

You can see what people are doing on your website, so you know what pages convert and what don’t.

You can see what type of device and browser people are using, so you know where your adverts are performing best.

You can get so much information I could give the subject it’s own blog series. GA is a must and it is really easy to add to your site but if you are struggling.. just talk to your web designer.

Above I have covered 5 areas you should look at before you even pick up the phone and start discussing PPC. Done right the rewards can be huge but done wrong and built on poor foundations and your money would be better thrown in a small fire on a cold winters night.

If you want to start a PPC campaign but are not 100% sure if you are ready, get in contact with myself and the team at Visual Loves to arrange an audit.

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