PPC is not just about creating accounts on Google AdWords or Bing Ads, setting up an account and watch the dollars come in. There is much more to it. Bid adjustments, keyword selection, ad copy testing and the works. These play parts in your own PPC campaign success but a common piece that continuously gets overlooked is the last thing a potential customer sees: your own website. Conversion Rate Optimization has been a trending topic these past few years. A lot of tools and blog posts covering the importance of landing pages and the topic is still being widely discussed at industry conferences. Knowing, there is still a large number of websites who have yet to adopt any type of conversion rate optimization tools. With online consumers getting savvier every year and targeting options coming from the engines that do not rely on your keyword research skills, a solid website is becoming an increasingly important part of PPC success. Savvy Shoppers Consumers have been shopping safely and reliably online for nearly a decade now. Users are now used in putting their credit card and personal information to get their hands to products they want to get shipped to their home or office. Just because they are willing to shop online does not mean that they are willing to buy from just anyone. Trust With data breaches that are being circulated in the news, shoppers are also very aware of the risks of sharing sensitive information online. So if your online shopping cart does not look trust worthy, potential customers will not be easily convinced to purchase. Do yourself a favor, tone down the colors and get yourself some actual trust symbols on the site. Add in customer reviews, mentions in the media, and trust seals to let your customers know you’re a legitimate business they can trust. Targeting Options As advertising platforms continue to make advancements, it is becoming an increasingly popular that the current practice of keywords as the center of advertising might be going away for good – in a sense or to some degree. A good example of this is the roll out of Dynamic Search Ads (DSA) by Google. This targeting type relies solely on Google’s interpretation of your website by showing ads based on the content of your website. When using DSA, marketers are given control of which pages of their website Google will look at, as well as the description lines and display URL of the ads. That’s all. Google is in charge of determining which queries to serve ads for, the headline to be shown, as well as the landing page the user will be taken to should they decide to click. Immediacy Along with the understanding whether a website is trustworthy or not, online consumers are also becoming less tolerant of website treasure finds just to get to their products that they want. If you do not have something that hits the nail in the head, offer the best that you might have but make sure that users can easily go around the website. Having a full landing page strategy is best and it does not hurt to make sure that the user does not go searching for what they want just in case.