Yet many companies are failing to see how CRO and paid advertising can come together – often dividing and separating the work to several people. The problem with this approach is that both groups work to create a strategy on their own, only realising afterwards that the work they’ve done is very similar to the other.
This kind of occurrence is a missed opportunity and is just another proof that PPC and CRO should work closely to achieving similar goals. Integrating them better will most likely provide better results in the long run – which equals productivity and profit.
Examining and Testing the Copy in Ads and Landing Pages
CRO and paid advertising managers find it essential to examine and test their copy to find out which of them will work the best. Despite PPC personnel only want to get the most number of clicks on their ads while those in CRO aim for conversions, both of them begin on the same page and share the same objective.
An ideal scenario for these two to work better should be like so. The group tasked to work on PPC decides on a list of keywords which the company should bid on and creates the appropriate copy on these. Throughout the paid campaign, the written text should be tested to identify the keywords and content that are the most likely to succeed with their targets. The findings for these should then be handed over to the folks in charge of CRO so they can combine these with their campaign. This then allows the A/B testing for the landing pages next.
Yet those in the PPC department doesn’t have to get the ball rolling as the CRO experts can start this up just as effectively. Performing A/B testing of the landing pages can unveil profitable keywords and content as well which they can share with the PPC crew for a more efficient process. This kind of collaboration can turn out to be quite effective especially when there are public holidays, seasonal events or other special offers where limited time is required for the target audience to act.
Once this has mastered, a more complex technique can be done next. This would be the dynamic changing of landing page content which will be based on the keywords that resulted in the clicking of the ads in the first place.
Putting Ad and Landing Page Copy on Parallel
The alignment of your CRO and PPC teams is important in achieving your company’s goals. Aside from that, integrating the keywords with the content flawlessly can give your audience better experiences moving forward.
People who delve in search engine optimisation (SEO) know how important it is to be at the top of the search engine rankings. Unfortunately, many of them focus on the spiders of the web instead of human effort to climb up. It’s important to take note that machines won’t be purchasing your products and services – people do – so you should formulate your strategies accordingly.
There’s also the all too common issue where a potential buyer lands on the right page yet finds the content advertised missing since they aren’t showing above the fold (part of the site that’s readily seen upon arrival). Since the gadgets we have today come in various screen sizes, this aspect can be difficult to manage. It’s essential that you direct people to what they expect quickly so they don’t leave your website for another that can give them what they’re looking for.
Keep These in Mind When Integrating CRO and Paid Advertising Simultaneously
Life Cycles Vary
You may be fully aware just how flexible pay-per-click ads can be so you know just how easy it can be to switch ad content when required. This makes it an ideal tool for short term use.
CRO, on the other hand, often takes time in providing A/B testing answers. People who are operating these two campaigns at the same time may find their PPC campaign being held back. This is especially true when the site that is being optimised is starting from scratch.
At the same time, you don’t have to make drastic changes to your landing page content as frequently as possible just to match the changes you’ve made to your PPC ads. CRO is normally slow in showing results and you wouldn’t want to switch anything yet as they could prove to be successful later on.
Outcomes Aren’t Always the Same
An important thing to remember is that what may work for one may not always be the same for the other. One example of this is that images that have people in them may be great for ads while graphs may convert more for landing pages.
You should likewise take note that people think and behave differently once arriving at a website. This will also depend on whether they came via organic or paid advertising. Great digital ads attract people who are already in the mood to buy once they arrive at a site. Traffic generated from natural results however may bring in a more varied group, probably those that are interested in learning more about something before making a commitment.
There are many things that CRO and paid advertising have in common and that is why these two should be used together. Close collaboration between these groups can ensure that you’re digital marketing efforts are as effective as they can be.
Yet even if that’s the case, you should still keep in mind that they also have their differences. The good news is that the results obtained from both can be accurately interpreted so users won’t have to make decisions that could unravel the benefits of this combination.
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