Is Your Website Betraying Your PPC Campaign?

It’s all well and good having an intricately structured pay-per-click (PPC) campaign, but if your campaign directs traffic to an inadequate website, then it could be betraying your otherwise perfect campaign.

If your website isn’t performing optimally, quality scores and conversion rates will inevitably be negatively impacted. By fixing these aspects of your website, you are effectively killing two birds with one stone as the same things betraying your PPC campaign will likely be the same things that are betraying your SEO score.

Which elements of a website are the main culprits of this betrayal?

Generally speaking, the main culprits are:

  • Broken or high text-to-code ratio
  • Site speed
  • Mobile experience
  • Media content

Declutter Code

Overtime, your website can become cluttered with unnecessary strings of code. Every time you install a new plugin or widget, your are adding additional pieces of code. It is therefore important that you only install plugins/widgets that provide real value to your website.

It’s a good practise to conduct a regular audit of all the plugins on your website – scrolling through the list of all your plugins and asking yourself “do I really need this”? By reducing the number of plugins installed on your site, you’re reducing the amount of unnecessary code, ultimately meaning your website will load faster and be more favoured by PPC software and search engines.

Improve Site Speed

Decluttering code isn’t the only way to speed up your website. Site speed and load times are extremely important for numerous reasons, but what exactly is a good loading time for a website? This really depends on your website, but the most prevalent answer is around 2-6 seconds.

It is important to be aware of the difference between site speed and load time, this will help you later down the line when making improvements. Site speed and load time are actually quite different things, site speed refers to the time it takes for a web browser to download the content of a website from a hosting site. Whereas load time refers to the length of time after the user clicks or enters a URL for the content of a website to load and be fully visible.

Increasing load speed can be a tricky business, fortunately, there are a range of fantastic tools out there that will help to identify where your site is letting you down. Our personal favourite is this tool from Google.

Improve Mobile Experience

In 2015, Google announced that they were editing their search algorithm to give priority to mobile-friendly websites. With so many internet users now browsing on mobile, this move was necessary.

A mobile friendly site is one that scales down perfectly to the size of a mobile screen, while still retaining much of the sites in-built features. The user experience needs to be a fluid one, with minimal scrolling, zooming or pinching.

There is no sense in running mobile-specific PPC campaigns if your website isn’t already adapted for mobile, this would simply be a waste of PPC spend. You can test how mobile-friendly your site is by using yet another tool from Google.

Review Media Content

It can be all too tempting to fill your page with lots of high-quality images or videos, but while these visuals may make your site look stunning, it can dramatically reduce load speeds.

Images, and especially videos, hog a lot of bandwidth. At the same time though, we understand the necessity of having a website that’s eye-catching. This is quite the predicament, and to be perfectly honest, there is no easy solution.

There are two key things you can do here. Firstly, you should reassess the necessity of some of the visuals on your website, particularly the larger sized files. Perhaps there is an alternative that won’t require quite as much bandwidth?

The only other thing you can do is compress the images you have on your website. It isn’t always essential to have super high-resolution images, so it may be that some visuals can afford to be compressed a little. Be careful not to compress an image too much though, you could be left with an image that looks like it was taken on a mobile phone from 2007.

There are a lot of different softwares available that have the capability to efficiently compress an image. An easy-to-use, web-based software we can recommend is

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