It's easy to spend a bucket load of cash on PPC (trust me, I have done it). However, the very first objective for any site owner should be to create a site that achieves its aims. Using E-Commerce as an example, this is about converting browsers into buyers. If you can get the principles right, driving traffic should be a secondary and relatively easy objective.
Anyone that's played the popular 90's computer game Lemmings will know that leaving these suicidal creatures to meander as they please will result in disaster, usually of the dead Lemming kind. The problem isn't the lack of Lemmings -- there are enough for everyone -- the problem is the route you have devised for them generally ends up in the spiky pit of doom. Business websites sites have the same tendency, but we just call it ‘goal conversion’.
Ask yourself, what are the goals of your site? They could be anything from a sale, contact form submission, lead creation or a click somewhere. These goals are the foundations of your site -- the routes for the Lemmings -- and anything else is secondary.
Once you have identified these goals you need to optimise for them. It’s an essential and often painful process, but one where you need to be ruthless. Anything detracting from a goal conversion needs stripping away without mercy. Conversely, the message for any areas that need strengthening, is fix them now!
It’s only when you are happy that your site meets its goals that spending on PPC makes sense. Just press that button and let the Lemmings jump!
Written by Ben Dyer. Originally published on The Marketing Donut.