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Paid Search Usability Make search easier!
[object Object],[object Object],[object Object],[object Object],Stop working for Google; make the clicks work for you!
5   Opportunities To Lose a Customer ,[object Object],[object Object],[object Object],[object Object],[object Object]
Opportunities To Lose a Customer: #1 ,[object Object]
Opportunities To Lose a Customer: #1 ,[object Object]
Opportunities To Lose a Customer: #2 ,[object Object]
Opportunities To Lose a Customer: #2 ,[object Object]
Opportunities To Lose a Customer: #3 ,[object Object]
Opportunities To Lose a Customer: #4 ,[object Object]
Opportunities To Lose a Customer: #4 ,[object Object]
Opportunities To Lose a Customer: #4 ,[object Object],[object Object],Poor Landing Page Choice:  Search Results Page "I sure hope Google likes these search parameters in the URL." Poor Landing Page Choice:  404 or 301 "We redesigned our site and the URLs changed. We'll let AdWords figure out where to send them."
Opportunities To Lose a Customer: #5 ,[object Object]
Opportunities To Lose a Customer: #5 ,[object Object]
Opportunities To Lose a Customer: #5 ,[object Object]
Opportunities To Lose a Customer: #5 ,[object Object],[object Object],Too Little  = No one is going to sign-up or buy something unless they are well informed of the outcome. Products lacking specs or services lacking descriptions will not lead to a conversion.
Opportunities To Lose a Customer: #5 ,[object Object],[object Object],[object Object],Web Standards and Too much Tech Standards exist and evolve for a reason, use them.    Paying for a visitor and then making them download Silverlight, enable Flash, or use IE is a terrible idea.
Opportunities To Lose a Customer: Takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object]
QUESTIONS?

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Usability of paid search PPC UX

Editor's Notes

  1. National Federation of the Blind recently won $3 million from Target for not complying with accessibility standards on their website.
  2. Treat each visitor like a novice. Take their hand and guide them to the action you want them to do.
  3. Load time = Google Instant. Google webmaster load time.