Should you even be running a Google Ads Campaign on THAT site?

February 18, 2021

With everything in life, you want a good user experience. As we continue to move more and more activities online, you want that same good user experience digitally. You may be wondering how do you execute this type of user experience online? KSA&D has the answers in this post. 

From email marketing and social media to PPC and programmatic advertising, each of these digital marketing campaigns ties back to your website. If your website isn’t optimized, it could be a detriment to your digital marketing strategy and your business success, especially for paid Google ads. 

Running a Pay Per Click (PPC) campaign can be a great asset to your business. Some of the benefits of paid Google ads include:

  • Results that are typically faster, compared to SEO
  • The ability to customize where you target your ads
  • The ability to control the cost of your ads
  • Consistent measuring of your campaign performance

While this all sounds great, your PPC campaign will not perform to your expectations if your website is not updated correctly.

Without an optimized website, the quality score of your ads can decrease. The quality score evaluates the overall user experience of your ad, keywords, and landing pages, so the higher your quality score, the more visibility you can get for your ads. Another disadvantage of not having your website optimized is Google can decide not to show your ad at all. 

To prevent the poor performance of your paid Google ads:

  • Make sure that your website is easy to navigate. When users land on your site, they should easily find what they are looking for. 
  • Provide relevant content on your landing pages related to your ad and what users are searching for. 
  • Offer transparency on your site to ensure trust. You can do this by openly sharing information about your business, including information about your products before filling out a form, making it easy to find contact information, and letting customers know why you are requesting personal information if doing so.

An example of optimizing your website for a successful paid Google ad campaign is the Ultraflex Virtual Trade Show site recently launched by KSA&D. Our talented design team created a clean, non-cluttered site that you can easily navigate through. Relevant content provided by the Ultraflex team is shown on the landing pages. View the Ultraflex Virtual Trade Show site here. 

After creating the seamless site, KSA&D worked with Ultraflex to launch a paid Google ads campaign that provides clear messaging to the virtual events landing pages. Since launching the campaign, Ultraflex has gained 8,147,041 impressions, 5,961 clicks, and increased 0.7% in Click Through Rate (CTR).  KSA&D can help you with your website and paid Google ad campaigns. Contact us to get started.

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