"My PPC campaign is doing really well. Lots of traffic, plenty of clicks but I am not making any sales!"
This is a common statement made by many people who undertake a PPC ad campaign. It is important to realise that PPC advertising is not going to make the sale for you. It is merely one method you can use to help drive traffic to your website. Once the ad has attracted the prospects interest it is then up to your site, and what you have to offer the customer, to clinch the final sale.
If your PPC campaign is driving lots of "eyeballs" to your home page or landing page but conversions (a sale/sign-up/enquiry) are few and far between, then you need to take some serious time out to re-assess the effectiveness of your website and your overall consumer offerings.
The list below provides 10 basic, yet important points to consider when building and designing your website. Have these points covered and you will find that you can run a more effective PPC ad campaign.
1. Keep it simple - confusion, complexity and too much page copy will drive people away.
2. Aim for quick page download times - The quicker the page loads, the higher your chance to keep the viewer engaged.
3. Build the site to be multi browser friendly (eg. Firefox, IE, Opera) - Internet Explorer is not the only web browsers use anymore. Become familiar with the other options and test your site to look good in all of them.
4. Keep your web address short and simple - Complicated web addresses are hard to remember and don't help your site when it comes to search engine optimisation (SEO).
5. Build logical page navigation - Make it easy for users to navigate from page to page or risk losing them early in the process.
6. Make every page lead somewhere - Don't have a dead end page. Ensure all your pages provide an option to step back to a previous page.
7. Don't build the entire site using Flash animation. Once again, this makes it extremely difficult for search engines to crawl yoru site content and eventually rank it within their organic results. Flash looks great, but it is an SEO no-no.
8. Provide relevant content. Relevance is a key to a good website and highly important for a successful SEO and PPC campaign.
9. Keep downloads to small file sizes. We all hate websites using up our valuable data limits by forcing us to download massive megabyte of PDF files.
10. Make your call to action clear - Don't hide your offer. Don't beat around the bush with what you are trying to say to your audience or sell to them. Make your offer compelling and direct!