How Google Ad Spend is Wasted on a Poorly Designed Website
Google AdWords can be a steady and scalable source of leads for your business. On the flipside, using this platform incorrectly can be a fast way to burn up your cash.
One way of wasting your Google Ad spend is on a poorly designed website.
Google Ads can increase visitors to your website, but a poorly designed website won’t keep them there.
A user may click on the Google Ad to get to your website but leave after a few seconds if your site takes too long to load.
Simply put, don’t waste your valuable Google Ad spend if your website is not SEO optimised.
Google AdWords is the largest PPC (Pay Per Click) advertising platform taking in about 33% of all online ad revenue.
It offers advertisers two ways to reach people, through the Google Search Network and Google Display Network (GDN).
These platforms are functionally different, however, they both use a PPC bidding system in which advertisers bid to have their ad shown to relevant audiences.
With an SEO optimised website, Google Ads can be the ultimate source of lead generation for your business.
On the flip side, here are some of the reasons a poorly designed website could be wasting your Google Ad spend:
Your Website is not a Lead Generating Mechanism
Once people get to your website, your call to action needs to be clear and available to the user. Contact forms, call now buttons, contact details need to be hyperlinked, visible and functional in order to generate the lead. Not having lead generating mechanisms on your website is one of the biggest ways to waste your Google Ad spend.
Page Loading Speed
Site speed is including in Google’s ranking algorithms. Google wants to provide good user experiences, poor site speed results in poor user experience.
If your page takes more than a few seconds to load, the user will get fed up and leave your site.
If people are spending less than a few seconds on your page, it could be that the website page is blank, reflecting a 404 or not loading properly.
These issues should be corrected fast as this can cause Google to drop your page from search results.
Misleading Title Tag and Meta Description
Your title tags and meta descriptions should be an accurate summary of your website’s content.
If not, your visitor will enter your site expecting one thing and leave your site when they realise the website’s content is not what they are looking for.
Your Website is not SEO optimised
Google makes it clear in terms of what they expect from a website. Follow their advice, and you’re on your way to success.
A website needs to be SEO optimised.
Factors like quick loading speed, compatibility across devices, relevant content and alt tags on images are just a few areas that contribute to an SEO optimised website. Read more on how to optimise your website. Here are 8 principles of user optimization that’ll increase your search engine rankings.
Google AdWords can be a steady and scalable source of leads for your business. Using this platform with a poorly designed website can be a fast way to burn up your cash.
However, with an SEO optimised website, Google Ads can be the ultimate source of lead generation for your business.
Not having lead generating mechanisms, poor SEO such as page loading speed, technical errors, misleading title tags and meta descriptions are some of the factors that could lead to wasting your valuable Google Ad Spend.
Know other factors contributing to a wasted Google Ad spend? Comment below.