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.