It’s a common occurrence for most PPC managers. We work hard to push our clients ads to the top of the page by adhering to the golden rules of improving quality score only for Google to introduce a new PPC algorithm that gets us to go back to the drawing board and re-think our strategy!
It used to be the case that Google placed most emphasise on click-through rates when it came to rating quality score. However Google’s recent change places more emphasis on Landing Pages. So what does this mean? In a way it means that PPC and website design becomes more integrated. The need for providing the ‘best possible’ experience for your users in terms of site navigation and usage become paramount. It also means that your PPC keywords and landing pages should be relevant. So many times I have Googled a product like ‘Sony vaio laptop’ and been directed to the homepage, which means I have to navigate further to get to where I actually want to be. Take the example below:
Not only am I on the wrong page, I’m more likely to bounce off the site, not only wasting money for my client but also providing a bad user experience.
An example of a company delivering highly target landing pages is Amazon. After typing in ‘Harry Potter DVD’ and then clicking on their ad I am directed to the following page:
This is a good example of using the correct landing page for your ads. I am directed to the exact page I want to be at. I can clearly see the price of the product and the call to action is clear.
This leads onto other considerations where website design integrates with PPC. Does the website:
Make it clear to the user. What do you want them to do? Call, purchase, send an enquiry?
Would you buy from you? Does the site look professional and safe?
Keep it simple. Don’t cram the page with information or the user is likely to switch off within the first few seconds.
Speed. How long does it take for your website to load? If you have a lot of flash videos, chances are it will take a long time and Google will penalise you for this.
So relevancy is the king when it comes to Google’s new algorithm and the link between PPC and website design is becoming ever more important in the constant changing landscape that is Google.