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Understanding CRO Strategy For PPC Optimization Efforts

Lauren Lawson

3 years ago



You may be not be acquainted with CRO in the world of PPC advertising, but one thing is for sure, your current PPC strategy could benefit from it.

I’m sure your business objectives include increasing sales or promoting better customer engagement. Which is how a PPC strategy like CRO can effectively activate the PPC results you have been seeking.

Did you know, a 5% increase in conversion rate over time can eventually translate to a significant increase in revenue for you? Here’s your chance to get familiarized with CRO strategy and how it can benefit your PPC marketing efforts.

What Is CRO?

CRO or Conversion Rate Optimization is a strategy used to improve the sales conversions of visitors to a website. It has a process that defines a consistent, structured, and ongoing way to make your audiences’ online experience better over time.

For example, if you have a 20 percent conversion rate, that means 20 percent of people who visit your website convert.

CRO focuses on two aspects:

  • Reducing friction in your buyer’s journey
  • Enhancing the value of your services/products

How CRO Works For You

In a nutshell, a CRO strategy will increase qualified traffic, shorten the customer journey and get sales piling up on your doorstep.

Considered one of the most impactful strategies for PPC, CRO can help your audiences engage in converting, giving you that much-needed boost in performance for PPC advertising.

From a PPC Metrics Perspective

A CRO strategy improves your PPC performance. How?

  • Lower CPA (cost per acquisition) due to higher conversion rate
  • Increase Quality Score from more relevant landing pages
  • Lower CPCs (cost-per-click) because of improved Quality Score

6 Ways to Improve Google Ads Ad Relevance & Quality Score

Where Can You Apply CRO Strategy?

So many options on where you can take CRO, decide where you should prioritize your efforts.

  • PPC ads
  • Poor converting landing pages
  • Mobile website experience
  • And more

CRO Benefits

Take note of all the ways a CRO strategy can help your business’s digital marketing efforts.

Increase ROAS (Return On Ad Spend)

Improve revenue numbers to make ad spend worthwhile through A/B Ad testing to:

  • Generate high-quality traffic
  • Increase CTR (click-through-rate)
  • Leverage new leads or sales

And over time, save ad spend to reallocate to another campaign that has limited by budget.

PPC Ads and Landing Page Engagement

The opportunity to enhance your PPC ads by improving relevant ad content to your audiences is part of a CRO strategy. Make sure you are using all real estate made available to you in PPC ads and pairing them up with landing pages in highly relevant content to what their search intent is. It will increase your chance of targeting through long-tail keywords and engaging buyers ready to purchase or acquire services.

Pro tip: Test new landing pages if your PPC ad copy is optimal yet still not yielding results.

SEO-Friendly Landing Pages for Increased Organic Traffic

Insights To Audience Behavior

Gain insight into how traffic interacts with your website; these are the behaviors that will help you optimize towards higher conversion rates.

Data you’ll find helpful:

  • How they navigate your website
  • How long they spend on specific landing pages
  • Actions performed such as (contact forms, CTA buttons, chat, phone call)

Customer Experience

Audience behavior data is vital to optimizing customer experience through the buyer’s journey and helps you fine-tune personalization that will most likely drive engagement and sales. Yes, you guessed it, this is what CRO is all about.

A CRO strategy here is that you can make data-driven decisions on improving the user experience.

Implement CRO To Obtain Enhanced Customer Experience

Ramp Up SEO

Focusing strategy on converting audience segments increases user engagement on your website and subsequently reduces bounce rate.

Another aspect a CRO strategy can improve is the authority and higher ranking on search engines. It becomes a product of the improvement you’ll have made to the user experience.

Powers Content Marketing

While improving customer experience, through this process, you are also polishing up content in ads and landing pages to fit the behaviors of your audiences.

Interconnecting CRO

Based on CRO strategy benefits, you can pick up that they all benefit each other; one action leads to another, making the process of implementing CRO a repeatable cycle versus a linear strategy.

When considering CRO strategy, there are other streams to support for higher effectiveness.

Start Optimizing Your Conversion Rate

What Goes Into Conversion Rate Optimization

Aligning your CRO strategy with digital marketing goals is an excellent idea if you want to get on the road with innovating and setting the bar higher for your business.

By leveraging PPC management to plug in a CRO strategy that includes data-backed actions, then you’ll see where your investment should’ve gone a long time ago.

Let us explore how our team of experts can add value to your current digital marketing efforts through a solid CRO strategy. Set a session with us so you can tell us more about your business goals.