Once someone clicks your latest Google or Facebook ad, how can you be sure that you’ll convert them into a customer? Understanding the UX of PPC and how UX (User Experience) works for PPC (Pay-Per-Click Ads) is vital in turning your website visitors into sales.
The UX of PPC – How UX Improves Your Pay-Per-Click Ads
The experience a user has (UX) with any given brand can be a complicated thing. At each point of their journey, they form an impression of your brand, your identity and make assumptions as to the kind of company they’re dealing with.
It’s important to note that UX isn’t simply made up of the design and layout of a landing page along with CRO – there are many other points to consider.
The way a company advertises can hold a large chunk of the responsibility in forming a good UX environment – so the world of PPC is a great resource which we can use to help create a great UX for consumers.
Earning Attention Through a Quality Experience
Despite what you might think, PPC UX isn’t simply about the landing page after clicking the ad – it’s also about the advert itself. The advert must be relevant to the search term entered, and the content of the ad must invoke a positive user experience.
PPC ads aren’t just a tool to use to push your brand further out to potential customers and increase your influx of new sales. They offer a user an answer to an issue or question that they have.
This means that clicking on an ad starts with the expectation of a positive experience beyond the initial attention grab.
The trick to effective ad content takes the the human mind into consideration. The subconscious choices we make regarding where to focus our attention aren’t always as logical as you’d think.
Our subconscious minds are essentially looking for things that give the maximum reward for as little effort as possible. The less we need to act or think about any action, the more likely we’ll be to take that action.
This is Where the UX of PPC Comes Into Play
You are not just using PPC to gain more traffic – you want conversions, and you want multiple conversions and certain behaviours after the initial conversion that can be helped by ensuring that each ad is tailored to our need for minimal action with maximum reward.
This is easily done in PPC. Knowing your target audience, purpose, call to action and the benefit it gives the user will allow you to invoke the part of their brain screaming for them to pay attention to your ad and follow through on actions.
So, remember that your PPC experience isn’t just about the landing page (although this is an important aspect and should not be neglected) and CRO (Conversion rate optimisation).
These elements need to be used in conjunction with relatability, subconscious choice and relevance in order to effectively provide a positive user experience to deliver maximum value from your Ecommerce PPC ads.
Further reading on The UX of PPC:
- What is user centred design?
- UX Persuasion Tactics
- 7 top ecommerce websites in the world: Their best UX secrets revealed