An In-Depth Look at Conversation Rate Optimization in PPC Ads
Conversion Rate Optimization (CRO) refers to the process of optimizing your website design, landing pages, and online ads to increase the rate you convert site visits or clicks into paying customers. If you invest in Pay Per Click (PPC) campaigns, familiarizing yourself with CRO strategies can help you get the most of your investments.
Though CRO is not a part of SEO, it also aids in improving your site’s search engine rankings. But most of all, it helps where it matters—helping you turn your site’s traffic into an income-generating machine.
In this article, you will gain a deeper understanding of the value of CRO in relation to your online ad campaigns.
What Are the Two Types of Conversions?
Before starting a CRO campaign, you need to define your Key Performance Indicators (KPIs) first. They can either be macro conversions or micro conversions.
Macro conversions make up most of your primary goals. For example:
- Inquiry Conversions – Receiving more inquiries through contact forms or phone calls
- Revenue Conversions – Signing up, subscribing, or completing orders
- Lead Acquisition Conversions – Signing up as a member or completing an application form
On the other hand, micro conversions are essential stages in a customer’s journey, leading to a macro conversion. For example:
- Engagement-based Conversion – How much time they spend on your website, how many likes you get, or how many times your followers share a post
- Interaction-based Conversion – Adding items to their cart, watching your video, or following you on social media
- Navigation-based Conversion – Clicking on a product page or starting the product checkout process
Once you’ve figured out your target micro and macro conversion metrics, you can start your CRO campaign.
How Does CRO Relate to User Experience?
A good User Experience (UX) design aims to elevate the customer experience while they are on your website. It includes making the elements intuitive and making navigation as seamless as possible. UX supports the goals of CRO by ensuring that there are Calls-to-Action strategically placed on all web pages to trigger the customers into a favorable action.
How Does CRO Influence PPC Ad Campaigns?
If you are using paid advertising strategies, you must ensure that the amount of money you invest brings in significant revenue. This is where CRO comes in. CRO looks into ensuring a great ROI so your campaign spending will come with more conversions, and you will not waste the traffic directed to your website
So, you should ensure that the landing page is optimized and has clear CTAs. This way, the well-written Google Ads will get a lot of clicks, and you’ll be able to convert your clicks and casual visitors into leads and closed sales.
Final Thoughts: Why Should You Work on CRO?
Conversion rate optimization is an essential pillar of digital marketing, so your business should spend time incorporating it into your strategies. Through CRO, you ensure that your other marketing and optimization efforts will be worth the investment. If you are unsure about where to start, you can work with a company that offers digital strategy consulting in Greenwood.
If you want to apply CRO to your digital marketing strategy, you can work with us at Magnitude Marketing. As the leading expert on digital marketing in Greenwood, IN, our team can help you customize strategies based on your business needs and goals. Message us today to schedule a free consultation.
