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3 PPC Must-Haves for Website Redesigns

July 25, 2014 By Heather Fletcher
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Search engine optimization is and should be a primary concern in website redesigns, but designers also need to remember to make the best experiences happen in paid search, too.

That's what Matthew Umbro, founder of PPCChat, advises in deep detail in his July 24 piece on PPC Hero, "Why Website Redesigns Impact PPC More Than You Think."

"I often encounter three areas that can add roadblocks to the success of [pay per click] campaigns," Umbro writes.

Those roadblocks are:

  • Ineffective URL Structure. This affects remarketing efforts. Umbro advises appending Google Analytics code to support remarketing, as it's easier than adding individual codes to specific pages. This way, URLs are easier to search by categories, such as those containing the word "backpack," and remarketing efforts can follow that logic.
  • Lack of Unique URL 'Thank You' Pages. If there's no unique URL for the "thank you" page after a conversion, the URL stays the same or an iframe contains no separate URL. Hence, analytics will only show one URL and not register a "thank you" page. The solution is to create a unique URL for the "thank you" page at the outset, so there's no need to troubleshoot afterward.
  • Poorly Written Page Titles. Have each page title contain that page's targeted keywords so users get a better dynamic search ad experience.

What else do marketers need to include in website redesigns for the best possible paid search user experience and campaign and program outcome?

Please respond in the comments section below.
 

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SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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