Why Your Website is Ruining Your PPC Performance
PPC isn’t just about jumping into Google AdWords, setting up an account, and watching the patients come flooding in. There’s so much more to it than that. Bid adjustments, keyword selection, ad copy testing, all play a part in your PPC success; but a common piece that continuously gets overlooked is the last thing a potential customer sees, the website.
Conversion Rate Optimization (CRO) has been a trending topic over the last few years. There are testing tools and blog posts all over the internet covering the importance of landing pages. Knowing this, there’s still a large number of websites who have yet to adopt any type of conversion rate optimization. However, just having the tools in place isn’t enough. With online users getting savvier every year and new targeting options coming from the engines that don’t rely on your keyword research skills, a solid website is becoming an increasingly important part of PPC success.
Conversion Rate Optimization
It should go without saying that having a solid website will help improve your conversion rate optimization. It’s not too difficult to find some good examples of critiques or lists of best practices to get a basic understanding of how a well-built landing page can improve your PPC performance.
A few tips…
It’s the 21st century. Consumers have been surfing safely and reliably online for nearly a decade now. They’re used to inputting their personal information to get the services they want. But just because they’re willing to surf online, doesn’t mean they’re willing to interact with just anyone.
With all the data breaches we hear about on the news, patients are also very aware of the risks of sharing that personal info online. So if your website is so simple that it looks like a child’s designed it, they’re probably not going to find you very trustworthy. Add in customer reviews, mentions in the local press, and secure forms to let your customers know you’re a legitimate practice that they can trust.
Immediacy
Along with understanding whether a website is trustworthy or not, patients are also becoming less tolerant of website treasure hunts to find the services they want. If someone clicks on an ad for teeth whitening, they want to be taken to a page that has information about teeth whitening on it. Don’t settle for sending people to your home page; do your best to send users to the most specific page on your site.
If you don’t have something that hits the nail on the head, offer the best you’ve got, but make sure your website is intuitive and users can easily get around. Whilst having a full landing page strategy is best, it doesn’t hurt to make sure the user doesn’t have to go searching for what they want.
If you would like further information about pay per click advertising give the team at Dental Design a call on 01202 677 277 who will be happy to help you.
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