A PPC Managers’ Website Migration Guide
If your company or client is planning to move their website to a new platform and you run PPC ads, there are a few things you need to know before getting started. We’ve built a handy checklist to help you plan your process and set the right timeline and expectations for your new website launch.
Start with a Plan and Timeline
Lay out a plan and timeline for your new website launch. You’ll likely need to work with your development team to understand their schedule and any key milestones for the project. We’ve found that creating a simple Gantt chart can help keep everything on track and make sure no steps are missed.
From our experience over many years, witnessing dozens of clients launch website updates – projects typically run between 10%-30% behind schedule without fail on the low end. Because of that, the end of the project is often rushed and developers and project owners forget to inform the PPC manager, or forget to check things like pixels, URL changes, and other items that can have a massive impact on the performance of PPC campaigns. It’s important to know this so you can be prepared to ask the right questions and ensure they remember these important updates before hitting the launch button.
Having this plan will let you map out each task, understand how long it will take, and set clear expectations with everyone involved.
Audit Your Current Website
Now that you’ve started planning, it’s time to look at how your current website is being used. Start by listing out all the places your website is linked in your advertising—this includes every landing page URL being used on platforms like Google, Bing, Meta, TikTok, and more.
You’ll also want to document where your shopping feed comes from if you’re working with an eCommerce business. Be sure to track where conversion tracking is set up and add notes about any product data or shopping feeds you’ll need to update for the transition, such as a local inventory feed.
Google Tag Manager and Other Tracking Code
We have seen this too many times. A developer or agency that doesn’t manage PPC (we do) launches a new website or simply pushes updates on the existing website doesn’t check with us or the launch plan to ensure that what was on the site before remains on the site after launch. They strip away the GTM container or remove important pixels for analytics and advertising platforms, or they change data layers or form names…the list goes on.
Rather than rely on the developer to catch mistakes, make an inventory of all tracking code to ensure it’s still in place when the website is updated. This will save headaches, reduce wasted (unmeasured) ad spend, and help prevent additional development time. Share this list with the developers, but also check yourself prior to and right after the updates launch.
Collect Your New Website Details
Work with your development team to get a list of the new landing pages. Match these with the current landing pages in your ads. Before you start implementing new URLs or making campaign changes, pause your campaigns to avoid wasting ad spend while everything is being updated.
Update Product Data and Feeds
If your eCommerce platform changed during the transition, make sure you get access to the new platform. Once you’re in, connect the product data feed to platforms like Google Merchant Center, Microsoft Merchant Center, and Meta Commerce Manager. Double-check that the product data is mapped correctly to the fields each platform requires.
If your eCommerce platform hasn’t changed, review your current shopping feeds to ensure the product URLs are updated for the new website, pricing matches, shipping information is correct, and that product image URLs are mapped properly.
Set Up Conversion Tracking
Update your conversion tracking to reflect your campaign goals. For eCommerce, you’ll want to track actions like purchases, add-to-cart clicks, and product views. For lead-generation businesses, consider tracking form submissions, phone calls, or email/SMS sign-ups.
Once your new website is live, test your conversion tracking to make sure it’s working correctly. It is highly likely that cart, checkout, and ‘success’ pages have changed, so you’ll want to double check everything is firing correctly.
Finalize Additional Items
Wrap up any final pieces your business needs for the transition. For example, if you run a physical store alongside your eCommerce business, you may need to set up a local inventory feed to keep everything aligned.
Review, Communicate, and Relaunch
Once your checklist is complete, double-check all your changes, then turn your advertising campaigns back on and check that live analytics data is flowing.
If you or your client is planning a website transition and could use some help, reach out to Granular. One of our PPC experts can work with you to create and execute a plan that fits your business.
Questions?
If you have any questions or are interested in having Granular help grow your business, please use the button below to get in touch!