5 Ways Your Fire & Security Website Upgrade Can Ruin Your Paid Ads
by Jo Shaer, on February 6, 2016
Google Adwords or Pay Per Click (PPC) is just another strategy in your Inbound Marketing arsenal. Used wisely, it can hugely increase the stream of targeted prospects visiting your website.
However, if your website is not set up correctly, all it does is amplify a broken sales funnel.
When your PPC campaigns are not bringing in the leads you seek, you start to ask questions.
Many Fire & Security professionals turn to a new designer to update their website. Here is what can happen if you choose the wrong company.
The top 5 mistakes for your Fire & Security Ads after a website redesign
1. Put the Adwords conversion tracking code in the wrong place.
If conversion tracking is not working you cannot see which clicks have resulted in enquiries. You don't know which ads are the most effective. You can't put more budget on what is working. You cannot pause ads that are losing you money.
2. Upload huge images that ruin your page load speed
Naive web developers think a successful website needs beautiful images. So they upload them. But without resizing and compressing the file size for the web. This means your website loads really slowly. When someone clicks on your ad, they then have to wait ages for the page to load. Or they click off to a competitor's site.
3. Set up products incorrectly in WooCommerce
If you have an ecommerce site to sell your Fire & Security products, you need an ecommerce plugin or platform. This needs to be set up to work with Google's Merchant Centre and Ads dashboards.
4. Change your URLS without running proper 301 redirects
If your ads are going to dead pages that no longer exist, they will stop working.
5. Not take your sales funnel into account when redesigning your pages
It is not enough to have an eye-catching picture and a funky, mobile-friendly design. Your ads need to go to landing pages that fulfil on your ad. And then make it easy for your new visitor to get in touch.
If your web designer has decided to change any of the elements of a successful landing page - without realising the effect of his actions - your Conversion Rate could tank and your Cost Per Click (CPC) increase.
Choosing the right web designer for Google Ads
So how can business owners be certain that their website designer does know the score when it comes to Adwords/PPC? A provider that displays the Google Partner logo on their website and has linked this up to the appropriate Partner page on Google's website is a good start.
It means that the web design company employs competent Adwords managers on their staff and so, hopefully, has a good knowledge of how to manage a website upgrade without ruining the PPC campaigns.
Click the image below to find out more about choosing the right marketer for your Fire & Security business.