Pay per click campaigns can be an excellent way to boost exposure in the short-term and overcome disadvantages when it comes to SEO. There are plenty of elements to consider when crafting your PPC campaign – what the headline should say, how much A/B testing should be done, and so forth. One area that few consider is what website changes may need to be made to ensure that people who land on your website are finding what they need and are having the right impressions made on them. This doesn’t just apply to the landing page, but all pages. If you want to explore which design elements and changes should be made to your website to give it an advantage for PPC, then continue reading to find out more.

E-Commerce Widgets, Plugins and Systems

Depending on what you are offering through your website, you may need to be pinging links to your traffic for select products on a landing page or elsewhere. A variety of e-commerce widgets and plugins exist for content management systems such as WordPress and Drupal, which means that you can incorporate your call to action and your products above the fold on the same page. This may not be useful if your PPC campaign is built around an action that does not involve money changing hands, but most PPC campaigns in some form or another seek to engage potential customers on one product/service or another.

Specific Contact Pages

Many of the most successful websites in the game create variations of select pages for each of the PPC campaigns they have running. This may prove to be an excellent idea, and can allow for the customization of specific contact pages that reflect the needs or potential inquiries of each PPC campaign subject. You don’t have to limit this just to contact pages, however – maybe you want to create custom blog feeds that display somewhere on each landing page that displays relevant, categorized content. We do recommend that for time’s sake, however, that you use the same structure for each page and use much of the same basic information (hours, phone number, email, etc.).

Implement Tracking and Analytics

How can you be sure of the effects your PPC campaigns are having on visitors and viewers? The installation of tracking and analytics programs on your website can provide added insight. When pinging links of any type in PPC form through a social media site like Facebook or a search engine like Google, you will already be able to access analytics on their end. But what about the actions they are taking once they are on your site? All too many people forget to add analytics at this stage of tracking – there’s no real way to determine your exact ROI if you are not monitoring secondary actions such as social shares.

Conclusion

The three small changes to your website mentioned above – adding specific contact pages to go along with your landing pages, installing e-commerce widgets to ensure proper featuring of promoted products, and implementing on-site analytics – can all go a long way toward boosting your efficiency when it comes to just about any PPC campaign.