PPC Marketing: The Role of Website Design

Marketers are switching to digital marketing to communicate to a wider audience and to increase sales. Appearing at the top of search engine results pages (SERPs) of Google, for example, can help you generate more traffic to your website. The search engine giant generates a whopping 3.5 billion searches a day, giving you more chances to convert potential customers. 

Ranking organically can be challenging for some small businesses. You must have a comprehensive search engine optimization (SEO) strategy to boost your performance. Investing in paid advertisements or pay-per-click (PPC) advertising is vital for your digital marketing.

PPC Helps Your Website Be Visible on Search Engines

PPC marketing allows you to earn a spot in the SERPs at a certain fee, unlike organic SEO. It’s also easy to implement and can deliver faster results. It works on different channels, as well, like search engines and social media platforms. 

Despite securing a spot at the first page of SERPs, increasing your conversion rate is not a guarantee. Your PPC should perform well to generate high click-through rates (CTR) and convert your prospects to new customers.

The journey after clicking your ads is vital for your conversion rates. Your visitors should have a pleasant experience while at the landing page. Otherwise, they will leave your site without converting. 

Improve PPC Campaign Performance with Website Design

The last thing you may think of when improving your PPC marketing is website design. Although other factors, like ad groups, conversion tracking, and ad messaging, have an impact on the performance of your PPC campaign, the design of your website plays a crucial role in attracting visitors.

Website design goes beyond the appearance of your site. You should focus on its performance to improve the user experience. Here are important elements that can contribute to the effectiveness of your PPC program:

Page Speed 

Speed should be your priority when designing your website. Not only search engines penalize websites that load slowly, but users also tend to bounce, stop visiting, and don’t buy. This can significantly affect your sales and return on investment (ROI).

Users prefer websites that load quickly. In fact, data show that 53 percent of mobile users abandon a page that loads for more than three seconds. A Google study, however, shows that an average website takes about 15 seconds to load. The same study suggests that all the visual content, both in above and below the fold in 70 percent of the mobile landing pages take seven seconds to load. 

Mobile speed also has an impact on the growth of your business. Seventy percent of American adults own a smartphone, and you might lose that number of potential customers due to slow loading time. Note that each second of delay adds to the frustration of your customers.

Perform a mobile speed audit to evaluate the speed of your website in mobile devices. If your website loads slowly in mobile, it’s time to make adjustments. Google explains that image optimization, browser caching, and prioritizing content of mobile pages helps minimize the loading time. Meeting the mobile experience your users expect highly benefits your business. 


Like the loading time, the responsiveness of your site is vital to keep your visitors on your page. More users today are using multiple devices, such as desktops, laptops, tablets, and mobile phones when searching online. A responsive website is having one design that adjusts to the size of a device’s screen. 

Using a “fixed” website may cause problems when viewed on smaller screens. The layout won’t fit other screens, forcing your visitors to scroll horizontally. Not everyone likes that. You might throw off potential customers rather than convince them to stay. 

Additionally, Google implemented the “mobile-first index” in 2018 where the search engine giant uses the mobile version of the page for indexing and ranking. This process improves the search experience of mobile users who will soon rely on mobile phones for internet searching

You can improve the responsiveness of your website by using fluid grids. The size of all page elements in your website is by proportion, so you don’t have to specify how wide exactly each column should be. Instead, the width of each column should be in relative to other columns. 

If your website has three columns, for example, column one should take 30 percent of the page, column two takes 50 percent, and the third takes 20 percent. You should also resize your images relatively to maintain its position. 

Compelling Copy

Your website is your channel to create a positive first impression to your readers. Make sure that you’re able to grab your visitor’s attention once they landed on your page. Focus on creating interesting copy that fulfills the main purpose of your website: to attract and to inform your potential customers.

The copy in your website should clearly state the offerings of your business, your edge among your competitors, and relevant content that encourages continuous engagement. Your website should also be consistent when it comes to branding and experience. 

Providing your readers with educational content helps in establishing authority in the industry where you belong. Potential customers are likely to come back to your website once you have demonstrated your expertise. Incorporate these elements with a beautiful aesthetic to make it more attractive.

Creating a PPC Campaign that Delivers Results

Your PPC program can greatly benefit from a well-performing website. Note, however, that other factors can also contribute to the performance of your ads, from retargeting long tail keywords to changing landing pages for each type of audience. 

Although not everyone who visits your website convert, you can reach out to them again through another ad or content piece related to the keyword that made them land on your page. These visitors show a high level of intent for using specific keywords to get to your site.

Communicating your message to the right audience is also crucial in marketing. Deliver more targeted messages by customizing a landing page based on various search terms. This technique won’t require you to duplicate the landing page. 

Even the use of “emojis” helps boost your CTR. These cute cartoons grab the attention of your prospects and stir emotion. Don’t overuse emojis to your campaign though and choose only those that support your message. 

Test your website to identify any problems that affect your PPC campaign. Digital marketing can be costly and involves a tedious process, but the returns can be rewarding. Consult with digital marketing specialists (like us) to help you create a comprehensive strategy. Keep up with the trends, as well, since they tend to change over time.

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Antonio Calabrese GHAX

Hey, I’m Antonio Calabrese, Founder at GHAX. We love working with businesses who are serious about growth.

If that’s you, get in touch and be 1 of 20 this month to claim a free marketing strategy session.

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