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Usability of paid search PPC UX

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Jordon Meyer
Jordon Meyer

SEM and paid search focus on usability and user satisfaction more than many people realize. This short presentation highlights some of the key methods to keep in mind when managing PPC and display advertising.

Education
1 of 18
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.