Pay per Click – Substance over Style - Pay Per Click (PPC) Management

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Pay per Click – Substance over Style

February 1st, 2008 by Mike

In today's internet age, there are many different areas in which careers can be pursued. You can follow a path into web design, internet marketing or even own you own e commerce website.

During my years working in internet marketing, and especially since I became a pay per click specialist. You begin to realise just how differently people in industry think about websites.

One of the main differences occurs between web developers and paid search marketing managers. I have lost count of the number of times that I have hit my head against a brick wall in terms of trying to get website changes made in order to improve the userability.

It’s the old argument of style over substance and these two species definitely stand on different sides of the fence. From my perspective, the most important part of a website is its functionality. Its no good have lots of pages looking fantastic if the navigation is suspect and user’s have a hard time finding what they are looking for.

I suppose in relation to pay per click, what we are talking about is effective landing pages. Of course your individual market dictates the foundation of your website. Pages need to be clear and concise and provide the relevant information that the user is searching for. Clear contact details and effective navigation are crucial, not only to build users trust but to provide easy pipelines for payment and sales.

I do think that the gap is narrowing as the world of internet marketing grows and every area is taken under consideration when building websites. I just hope a few of my client’s developers read this article!

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