Pay-per-click (PPC) advertising is a great way for businesses to gain more attention in search results. These ads display at the top of search engine results pages (SERPs) and are an opportunity for you to create specific campaigns and select the keywords for which you want to rank.

With all of the work that goes into creating a great PPC campaign, it’s possible to forget about your website in the meantime. However, there’s a strong relationship between a solid PPC campaign and a strong website design. You need both to get the most out of your PPC.

Let’s talk about why your website matters in PPC, and I’ll share a few tips to strengthen your site.

What’s Your Website Got to Do With PPC?

When you have a PPC campaign, you’re typically directing visitors to your website. Anyone who clicks on the link in your ad campaign will be taken to your site – either a landing page or a page directly on your website.

Something you said in your ad may be what gets them to click, but once they’re on your website, it’s what they find there that matters. A site that’s slow to load or confusing will undo any work you’ve put into creating a strong PPC campaign. Visitors who were interested in learning more about you from the ad will lose interest and click back to the SERPs, heading to results further down the page.

What Are the Biggest Website No-Nos?

When it comes to PPC, there are two things that can instantly turn visitors off of your site. The first is a slow-loading page. More than half of all visitors will only wait three seconds for a page to load before giving up and clicking back to the search results.

Once consumers are on your loaded site, issues of usability become the next big hurdle. The way people are searching gets more diverse every day. Whereas in the past you had to focus mainly on your desktop website experience, now you have to think just as much about mobile and tablet searchers.

If your website is disjointed or poorly designed on any device, you’re losing customers who are searching for you there. If you’ve designed a quick-loading, mobile-friendly website, however, you’ve cleared the first few hurdles. For more about optimizing your on-site experience and getting visitors to stick around longer, check out our ebook on how to avoid the most common business website mistakes.

How Can Site Layout Affect PPC?

The final link to consider between PPC and website design is where you ultimately send those consumers who click on your ad. Your PPC campaign should have a specific objective: to build awareness around a given product or service, to encourage conversions on a particular top-of-funnel activity, etc. Whatever your ultimate aim, though, you want to be directing those who click through to the page on your website that has the most relevant content.

A well laid-out site makes this easy to accomplish. You can direct consumers immediately to the most relevant content, so they’re more likely to find what they need and take the desired action.

A great PPC campaign does not exist in a vacuum. It has the best shot at success when you have an equally stellar website to offer consumers. If you’re looking for help with either your PPC strategy or website design, let’s chat.

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