Before implementing a PPC campaign , it is important to have a design that directs users towards a specific goal. Without this, it can be extremely difficult to get results. That’s why we always see PPC and web design working together to convert.
Understand what PPC is
PPC stands for pay-per-click, an internet marketing model in which advertisers pay a fee each time their ad is clicked. Essentially, it’s a way to buy visits to your website. – Wikipedia Source
There is a huge amount of competition to get visits. The PPC in the search engines is one of the most popular ways to make it happen. This type of advertising allows advertisers to bid for ad placement on search engine sponsored links.
For example, if we bid on the keyword “digital marketing”, our ad may appear in first place on the Google results page. Whoever pays the most gets the most prominent position, obviously.
Every time your ad is clicked on, it will send a user to your website. That way you will have to pay a fee to the search engine. If PPC is working properly, this rate will be low. That’s because the visit will yield more than what you’re paying for your ad to appear at the top of the search rankings.
Basically, what PPC does is direct users to where the company wants through the ads, generating traffic to the site, engaging the user and, if everything goes as planned, converting it in some way.
What PPC and Web Design Have in Common?
Basically everything! After all, when a user clicks on an ad and lands on a particular page, it needs to be prepared to be attractive, grab attention, and convert. Without thoughtful design and interesting content, it’s difficult to keep a visitor on the page long enough to convert.
The web design contributes to the PPC through the creation of an attractive and easy-to-navigate visual. This look should catch users’ attention, connect with the target audience, make information accessible, and be easy to read. Furthermore, it should contribute to a good user experience, ensuring that he finds all the information he is looking for.
It is also important that this web design is responsive and loads fast. This means creating a page that responds quickly to all devices, regardless of screen size. After all, these days, most online research is done via mobile devices.
Due to this amount of traffic, Google has started to reward responsive sites with better places in search results, especially when the search comes from a mobile device. A responsive design allows for better usability. In addition, it also facilitates reading on small screens, creating a pleasant user experience.
Most of the time, the website is not created from scratch. Therefore, PPC and web design work together to improve the current website or even add some landing pages (landing pages). Thus, it becomes unnecessary to mess with the original site if the owner doesn’t want to.
A landing page is a standalone web page specifically designed to convert visitors into leads. The operation is simple: if we offer something that appeals to the user, he will be more likely to type his information in the form.
The PPC is responsible for directing the correct users for the correct landing page. The web designer is responsible for creating a page that really attracts the user and makes him convert.
PPC and web design also work together creating A/B tests. This type of test is recommended when you want to improve your website’s conversion rate. A/B testing is a method of comparing two versions of the same page that helps you determine which one performs better.
Changes can be as simple as changes to the colors, placement of elements, or size of buttons that users interact with. Or they can be as complex as redrawing the entire page. It all depends on the end goal you want to achieve.
Another way in which web design helps the PPC team is by implementing all the codes provided by the search engine on the website or landing pages that help track and analyze the results. Without implementing such codes in the right places within the site, it becomes impossible to know if working with PPC is really getting results.
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