Recently, I was asked by two clients I am working with if they should do a PPC campaign. Neither of these sites have much information on them yet and both companies are ready to increase their exposure. No one can blame either of them; they want to start seeing results. However, I explained to both clients there are good reasons to hold off paid campaigns until they have more content and better SEO on their website.
Paid digital campaigns can be an effective way to drive traffic to your website. However, if your website isn’t ready for that traffic, you could be wasting your budget and leaving a bad impression. Think of your website as a storefront, no matter how many people walk in, if the shelves are empty or disorganized, they’ll walk right out. Here are 6 reasons why having a strong website and robust content strategy in place before you launch paid campaigns is essential.
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First Impressions Matter
Your website is often the first and possibly last interaction people have with your brand. If someone clicks your ad and lands on a site that looks outdated, lacks information, is laid out poorly, or loads slowly, they’re likely to bounce. Not only did you waste money sending that visitor to your site, but you made a bad impression that will stick with that visitor.
Better Ad Relevance and Quality Scores
For Google Ads and other platforms, the relevance of your landing page impacts your ad performance and cost-per-click. If your site lacks content related to your ad, your Quality Score will be lower, making your ads less competitive, more expensive, and less likely to be shown. A well-developed website with content that aligns with your ad messaging and keyword planning improves your score and stretches your ad dollars further.
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SEO + Paid = Better Together
Paid campaigns give you quick visibility, but SEO builds long-term credibility. When your website has quality, keyword-optimized content, you start ranking organically. This means you can capture both paid and organic traffic allowing you to dominate SERP (Search Engine Results Page) and reduce your need to depend on paid ads in the future.
Content Supports Retargeting and Nurturing
Paid campaigns don’t always convert and that’s ok, you are still building awareness. If your website includes helpful information, blogs, guides, case studies, FAQs, and product information you give users a reason to return. That content also allows you to retarget users with meaningful follow-up ads that help build brand awareness and create a deeper relationship with your audience over time.
Content Fuels Conversion
The goal of a paid campaign isn’t just traffic, it’s conversions. Whether that means a form submission, a purchase, or a phone call, your website content needs to guide users to take that next step.
We all know that paid campaigns should direct traffic to an optimized landing page. However, strong product/service descriptions, clear value propositions, testimonials, guidance, information, and helpful FAQs can all move users further down the funnel.
Ultimately You Not Only Want to Gain Traffic, but You Want to Put Your Best Foot Forward
A well-built website with purposeful, valuable content is the foundation for all your digital marketing efforts. Without it, even the best paid campaigns will underperform. Before you put dollars into ads, invest in your digital storefront, it’s where you inform your audience, make your impression, and where the conversions happen.
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