Marketing Donut Says PPC only Pays Off if Basics are Right

Marketing Donut expert warns PPC advertising won’t boost sales if your website is wrong.

[UKPRwire, Wed Jun 10 2009] If your business’ website isn’t designed correctly then money you spend on pay per click advertising is going straight down the drain, warns Benjamin Dyer in his latest blog post on small business marketing site Marketing Donut.

Dyer says he was alerted to the importance of site design after reviewing the invoice for a friend’s PPC advertising campaign.

“Apart from rivaling the deficit of a national bank, his campaign was providing little success. Delving a little deeper, his problem turned out not to be traffic, rather his site has all the basics wrong,” he says.

While the advertising can drive traffic to your site, once it arrives it’s critical that visitors do what they are supposed to, be it buying products, registering their interest or picking up the phone and making contact.

For Dyer, the incident highlights the importance of being clear about the purpose of a business website, and making sure the site is designed and written in a way that makes sure it achieves the desired result.

“If you can get the principles right, driving traffic should be a secondary and relatively easy objective.”

Marketing Donut is a free resource for small businesses that’s backed by Google and Royal Mail. It’s packed with free, easy-to-use advice and resources on all aspects of small business marketing, including e-commerce, site design, search engine optimisation and online advertising.
The Marketing Donut is at www.marketingdonut.co.uk