Why A Poorly Designed Website Might Be Eating Your Google Ad Spend

You might think it strange that a web design company is talking about Google ads and Facebook advertising in the same sentence as the design of your website.

My career history is deeply embedded in the client side of running online businesses in various industries including ecommerce. I've worked with some great agencies over the years and I learned on the job about how important landing pages were to the success of an ad and ROAS.

Return on Ad Spend is a marketing metric that measures the amount of revenue your business earns for each pound it spends on advertising. I'd also point out that it's really really really important to understand the profit margins end to end on the product you are selling and include the ad spend ROAS in that. 

The folks over at Wordstream have explained way better than I ever could if you'd like to deep dive some more into the technical aspects of ROAS.

I once worked with a PPC agency who advised me that we needed to completely re-design the web pages we were going to target with an ad campaign. This was a massive learning curve for me as where I worked had just invested  A LOT of money for a new website. It was in fact a mammoth of a re-platforming project. The beauty of the website though, was it was bespoke and the changes were quick and easy to make to improve the landing pages. This really set me on my way for undertstanding the user journey and the difference that great page layout  could make to the success of any ad campaign.

It instilled in me a love of bespoke web design with an intuitive content management system that made such changes a breeze. I also learned that having the back up of a great web development agency meant that any level of changes could just  easily be implemented to suit the needs of any ppc campaign. I knew that if I ever had my own web design compnay then  we'd deliver so much more than a good looking websites to our clients. { Oh hello!!} Website  conversions are everything. Your website when used correctly should be an absolute workhorse.

I'm being a little bit flippant I admit  here as there's much more to it than that formula but it's why there's so much more to web design than pretty pictures. The job of the ad after all is to 'win the click' but that click is useless if the website the user lands on can't convert. It's the website's job to assist those conversions.

Obviously, a website can only give you great results if the ad campaign is banging, too. They work hand in hand. Fabulous ad copy and succint and to the point landing pages with an easy call to action to make an enquiry or purchase a product .. kerching!

Any ad agency worth every penny of your spend will be the one who will research all of this as part of their onboarding strategy. They'll work hand in hand with you and your proactive web design agency. Lets face it Google ads cost enough without your website being that last click that beings a campaign tumbling down because it gave nothing other than a pitiful user experience.

The Digital Gene is that proactive web developer agency. Our experience has taught us how to pre-empt conversions in our web design.