A user’s experience of a brand is a complex thing. At every point of the customer journey, they’re forming an impression of what kind of company they’re dealing with. Yet somehow online marketers tend to equate user experience (UX) with simply landing page design or conversion rate optimization (CRO), and forget about the other touch points.
Since advertising holds a weighty responsibility in forming a positive UX, it’s important to look at the world of pay-per-click (PPC). In turn, we need to ask ourselves: how can we use PPC to create a great experience for our customers?
Earning Attention Through A Quality Experience
UX in relation to PPC isn’t only in the landing page experience - it begins with serving the ad itself. When we enter a query into a search engine, the ad your paid search campaign delivers is a response with your name tied to it.