Paid search advertising (PPC) and conversion rate optimization (CRO) are both great for boosting business performance in their own right.
Going a step further and combining their insights, however, can make them greater than the sum of their parts.
By sharing your findings between the two to combine paid search and CRO into one strategy, you can drive the very best results.
While they may be separate digital marketing activities, there is considerable overlap in implementation.
Both incorporate extensive data analysis, analyzing past account performance to make predictions going forward. They also rely on testing – trialing out changes and using the successes to incrementally boost your KPIs.
Most importantly, PPC and CRO both work primarily towards the same aim: conversions. That might be calling your call center, filling in a web form, or buying the product you’re selling.
Combining these two digital marketing powerhouses together you can really help supercharge your conversion rate.
The Power of CRO
If you aren’t already doing CRO, you really should be.
It aims to decrease “friction” along the customer journey by making landing pages more user-friendly and relevant.
By making the path to conversion more appealing, CRO is one of the most powerful tools for boosting digital marketing performance. One client at my agency saw a 47% uplift in conversions from the introduction of a CRO strategy alone.
It’s well known that CRO improves your PPC performance. This is because an increase in conversion rate lowers your cost per acquisition (CPA).
Put another way, if your costs remain the same but you win more conversions, you increase your efficiency of spend.
If you use CRO to make your landing pages more relevant to your search ads, you will also raise your Google Ads Quality Score.
This, in turn, lowers cost per click (CPCs) and increases spend efficiency – you would get the same number of clicks at a cheaper price tag.
The Power of PPC
If you know how to properly apply your PPC insights, this relationship can work the other way around, too.
Paid search data revolves around who your customers are and what they’re looking for, so you should absolutely be using this information to tailor their experience on your website.
Not sure where to start?
Here are my top five tips for feeding your PPC insights into your CRO strategy. – Read more