Pay Per Click (PPC) management is the ongoing process of managing and optimising paid advertising accounts and campaigns. This involves monitoring performance metrics and making optimisation changes based on these metrics to push the right traffic to your landing pages.
Areas that are often scrutinised to ensure their effectiveness include ad copy as well as the demographics the ads are targeting and the areas in which they are shown. Different combinations work effectively for different people at different stages in the decision process. The correct answer will change over time as well as vary dramatically between industry and even product types, so it’s important to ensure that these opportunities to remain effective are given the attention they require.
Conversion rate optimisation (CRO) is the practice of improving website conversion rates through testing the key points in a user journey to ensure that they are able to confidently commit to the action you are driving. This is most commonly done through the use of A/B testing, but also Multivariate testing. CRO involves closely monitoring user behaviour and activities on your landing pages, understanding what they need and providing it to them in order to increase conversion rates.
PPC is one of the top ways to drive traffic to your website and it can be very effective in doing so but the key and the main aim of PPC management is it get the right traffic to your website. This process can be difficult and there are a lot of different elements that need to be looked at in order to get this right. Because of this, the average PPC account will waste 76% of their budget on pushing irrelevant traffic to their site.
CRO looks at testing and optimising landing pages to encourage users to convert. This process is not accurate or effective if the traffic you are monitoring and optimising for is the wrong traffic, which you have sent from your PPC or organic campaigns. The key to successful CRO is to be testing the right traffic. Many suggest that prior to looking at your CRO, investing time into ensuring you have appropriate PPC campaigns to drive relevant traffic is crucial!
Once you have optimised your PPC campaigns through keyword research, ad copy testing, ad relevance optimisation & many other activities, you should then invest in CRO of your landing pages. Get the right traffic to your landing pages and make it as easy as possible for them to make their final decision and convert when they get there!