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What Does PPC Have to Do With Website Design?

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If you’re relatively new to PPC, you might not think much about website design.

Instead, your focus is more likely on things such as ad groups, ad messaging, and conversion tracking.

After all, what does the design of your website have to do with PPC performance anyway?

Quite a lot, actually.

It isn’t just about how your website looks.

It’s also about performance.

While getting qualified users to click on your ads is a crucial first step in any paid search program, everything that happens after that click is equally important.

And if users don’t like what they see or experience when they’re on your site or landing pages, then your PPC campaign performance will suffer.

This post will outline just some of the ways your website design can impact your PPC program.

1. Responsiveness

We live in a mobile world. Whereas people might have saved some online activities (such as shopping) for their laptop or desktops just a few years ago, today more of these activities are being conducted on mobile devices, such as tablets and phones.

The percentage mix of mobile versus desktop visitors varies. But even B2B businesses (often the last holdout for “people don’t visit our site on mobile” type thinking) are seeing more mobile visitors.

It used to be that having a mobile-friendly website was the gold standard for mobile usability. But not anymore.

Today, visitors want and expect a responsive site. Unlike mobile-friendly sites, the content on responsive websites is dynamic.

Images and content blocks can reposition themselves on the page, depending on the screen size on which they are viewed. In this way, they’re easier to view and navigate. – Read more

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