Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

3 PPC Must-Haves for Website Redesigns

July 25, 2014 By Heather Fletcher
1
Get the Flash Player to see this rotator.
 
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.
 

Companies Mentioned:

1

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

Train Your Board (and Everyone Else) to Raise Money Train Your Board (and Everyone Else) to Raise Money

...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: