How Your Web Design Can Ruin Your Paid Search
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A website is the gateway to the success of a
business today and hence, revamping it regularly is required. A redesigned
website is beneficial in more ways than one, but it is somewhat, not so
conducive to your paid search efforts.
Now, this might raise a question as to how can
website redesigning be considered an obstacle to the success of the PPC
campaigns when PPC is supposed to work well on updated websites?
While it is true that a good web design adds to
the success of a PPC campaign, redesigning can often sabotage the paid search
efforts temporarily, if not entirely.
This is because the elements, which are critical for the paid search campaigns, are often ignored or dropped out at the time of redesigning. Here, let’s take a detailed look at where things that go wrong and how website redesigning can be prevented from ruining your paid search efforts.
This is because the elements, which are critical for the paid search campaigns, are often ignored or dropped out at the time of redesigning. Here, let’s take a detailed look at where things that go wrong and how website redesigning can be prevented from ruining your paid search efforts.
- When a website is redesigned, the phone number of the
company/business might get missed or appear in a much smaller font and not
so prominent way. This is a common mistake in website redesigning but the
disappearance of the phone number affects the display advertising
campaigns. Before the redesign, the number would have been prominent. This
compels the visitors to take the extra effort of finding the number or
find an alternative by clicking on the contact us button should they be
interested in finding out more details.
- Removal, corruption or loss of the vital tracking codes
during website redesign is one of the most common mistakes. This is
critical, and could sabotage the paid search efforts. The tracking codes, especially, the Google
analytics code, the remarketing code, the website call metrics code and
the AdWords conversion code are supremely
important for any paid search campaign. The tracked results from these
codes determine the course of the advertising campaigns and the absence of
them could bring down the success rates of a paid search marketing
consulting firm.
- Doing away with the Thank You page is yet another common
aspect of website redesigning, though it is detrimental to the paid search
campaigns. A Thank You Page is a chance to enhance your SEO basics and it
creates the opportunity to engage the visitors further with engaging
content.
A redesigned website replaces the Thank You page with just a line saying thanks at the end of the transaction. This line can be missed by your audience, leaving them wondering as to whether the message from their side was at all communicated. Similarly, replacing the contact page with just a link to the email address reduces the potential of the PPC campaigns.
- A website is redesigned with the primary purpose of
giving it a new look. However, when this is done at the cost of removing
the trust signals from the website, like awards, recognition,
certificates, badges, etc, it becomes disadvantageous to the PPC efforts.
The trust signals play an important role in PPC campaigns by instilling
confidence about the business in the target audience.
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