How Your Website May Be Killing Your PPC Campaign

How Your Website May Be Killing Your PPC Campaign

Is your business’s digital marketing campaign not seeing the returns you’d hoped for? Signs that your campaign may be sputtering are often attributed to low conversion rates, high bounce rates and low percentages of returning visitors. You may be scratching your head trying to figure out why your campaign is underperforming. Especially since your keyword game is strong and your list of negative keywords seems to be weeding out irrelevant campaign-ppcclicks. Perhaps you’ve even began reviewing your analytics to determine the best in-market segments to target. All this and still your campaigns are suffering.

Did you know that the solution to your problem may not actually be tied directly to your PPC campaigns? Then what you ask? The problem could actually be that your website is not built to properly field the relevant click traffic. The importance of a properly performing website to drive your SEM ( Search Engine Marketing ) campaign should definitely not be overlooked. So before you begin worrying about KPI’s like Cost Per Clicks and Conversions, your business should make sure that your website not only provides users with a clear call to action but also helps your visitors walk away with a clear understanding as to what solutions your business provides. The 4 easy steps below can help you not only improve your website analytics but also help drive a much stronger PPC campaign.

Mobile Responsive Website

Let’s get right into it. Is your website mobile responsive? Does the content on your site scale to both desktop and mobile devices? If not you’re already shooting your PPC campaign in the foot. Most of today’s online browsing ( 55-60% average ) is now being done on a variety of mobile devices. So if your site is not built to respond to various devices then you are forcing your visitors to have to tilt and zoom just to read the content on your site. This means images, written content and especially lead forms. Not having a responsive site will not only increase the chances of site abandonment ( bounce rate ) but can also lower the probability of a completed conversion. And what good is a PPC campaign without conversions ( leads )?

Clear Call to Action

Speaking of lead forms and conversions, does your current website naturally guide visitors to complete a desired action? Implementing mobile friendly lead forms such a “Download Our Free eBook” or “Join Our Newsletter” or “Contact Us” not only increase the chances of conversions but also encourage users to engage more with your site’s content. It is also important to create a separate Thank You URL is order to properly track your paid search conversions. This will allow Google Analytics to attribute a lead with a submission. This will provide your website analytics team with a clear picture of how well your PPC campaign is performing.

Digestible Website Content

What good is it to drive relevant traffic to your site if your brand’s messaging is confusing or non-informative. It is important to remember that your average visitor will quickly browse your site’s content and determine if what you are presenting fits their general search. If the visitor is met with clear easy to grasp content with visuals that compliment your brand messaging, they are more likely to spend time learning more about your services. If they find that your content is confusing or too wordy then they are likely to abandon your site all together. Having content that is easily digestable along with a clear call to action will help improve your PPC conversion rate and help deliver more qualified leads.

Loading Time

Last but definitely not least is loading time. It won’t matter if your website is mobile friendly, has a clear call to action and has easily digestible content if it doesn’t have a fast loading time. Not sure exactly what this means? Simply put, website loading time is the amount of time it takes for your website’s content to display to a visitor. This is make-or-break when it comes to having a healthy bounce rate ( 41-55% average ) for your ad campaign. Not only will having a poor load time effect the way users engage with your site it will also cut down on your chances to generate leads. Not sure how test your loading speed? A quick Google search for “Test My Website” will provide you with several online based apps. These free apps allow you to copy/paste your website’s URL to determine how well your site loads. More often than not you will find a slow loading website to be the main culprit when it comes to a slumping PPC campaign.

Need Help? We Can Help.

If any of these symptoms seem to be popping up in your paid search analytics, remember it could be your website. Are you not seeing the return on your search engine marketing campaign investment or need help getting your website up to speed? BTP Digital Group’s team of SEM consultants and website developers are here to help. Give us a call today 408-320-9774 or fill out the form.

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