You know it’s bad when a PPC agency almost declines to take on a new client due to the client website being severely outdated.  This is what happened , because the site looked so bad, and was difficult to use.  On top of that, it didn’t have an easy way to convert prospects.  When it was learned that the client was in the process of redesigning the website, they agreed to move forward.

In this scenario when the website redesign was announced, it is it really good news for PPC?  The answer is both yes and no.  Yes because websites that have been update that work well and inspire trust can help paid search efforts.

But on the same token, no, because website redesigns can end up sabotaging paid search programs, at least from a temporary standpoint.  Redesigns rarely run smoothly from a PPC perspective.  Eventually, there will be problems that will have to be fixed.

In the linked article,  will walk through what can go wrong with website redesign from the vantage point of PPC professionals.  By knowing these problem areas in advance, you and your marketing team can anticipate and avoid some of the most common issues.

[Read the full article on Search Engine Land.]

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