Fire Your PPC Expert If They Are Not Using This CRO Strategy to Keep Your Marketing Costs Down

[Neil Rimmer]

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Article Title: Fire Your PPC Expert If They Are Not Using This CRO Strategy to Keep Your Marketing Costs Down
Author: Neil Rimmer
Word Count: 733
Article URL: http://www.isnare.com/?aid=1902145&ca=Internet
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Conversion rate optimization (also known as CRO) is a systematic process that boosts online sales and profits by optimizing on-site factors such as:

• Direct Response Copywriting Tools

• Website Programming Problems

• Web Design, Layout, and User-Interface Tools

• Sales Funnel(s)

To zero-in on the exact issues that are suppressing online sales, conversion rate experts employ heat mapping and traffic analysis software. These tools eliminate the guesswork and avoid the expense of completely revamping entire sites or landing pages from scratch. While a time consuming process, the ROI from conversion rate optimization more than compensates for the delayed gratification and is far higher than for other Internet Marketing services like SEO, SMM, or Content Marketing. This is because compared with SEO, SMM, and other services, conversion rate optimization has three distinct advantages that help it deliver far higher ROI, including:

1. Does Not Add to Marketing Budget:

With SEO, content marketing, social media, or even ppc, you have to increase your online advertising budget to drive more sales. Conversion rate optimization actually reduces marketing costs in most cases and certainly doesn’t add to them.

2. ROI Grows Long After Initial CRO Investment Ends:

CRO experts make permanent changes to your landing pages, web design, and web programming that will continue to generate increased sales for the life of your site.

3. Conversion Rate Optimization Experts Concentrate Directly On Increasing Conversions:

SEO, PPC, SMM, and content marketers are all selling you additional traffic that you believe will lead to more sales. But rather than selling you traffic, CRO experts are paid to directly increase website conversions with existing traffic. Not only does this making calcualating ROI far easier, but you can also directly track progress and results much easier than sorting through another SEO or social media report filled with traffic, search rankings, likes, and just about everything other than something that directly tracks increased conversions.

In the end, conversion rate optimization can literally increase online sales by 100% or more and handily outperform any other Internet Marketing service for overall ROI.

But conversion rate problems are not confined to on-site factors. In many cases, the primary conversion problem can be traced to weak traffic sources. Specifically, many PPC experts are diluting traffic quality and inflating traffic stats by sending far too many weak or untargeted prospects to the site. Because while traffic volume, click-thru-rates, and average cost-per-click are all relevant stats that certainly need to be monitored, the only one that matters to your bottom line is conversions.

But PPC experts are almost programmed to be thrilled about getting clicks within their budget range, not to care how it converts. Fortunately, Adwords and most ppc platforms allow you to easily track conversions for the targeted keywords. In Adwords, you just need to click on Tools and then Conversions and follow the on-page instructions. If the platform doesn’t track conversions, just make sure to use Google Analytics and configure the goals. Then, go to Acquisition, then Keywords, and then Paid to pull up a list of all paid keywords sending visitors to your website. Then, simply pause or eliminate those keywords that aren’t converting in the platforms (Facebook, Adwords, etc.) themselves.

Bottom line: Most websites are wasting up to 40% or more of their paid traffic budget on non-converting keywords. So if your PPC expert isn’t actively tracking goals and eliminating non-converting keywords from your campaigns, then you should fire them for squandering your marketing budget.

At the end of the day, your website is a machine designed to generate online income. Sadly, due to problems in web programming, web design, copywriting, and even the traffic sources themselves, most websites are lucky if they are generating even ½ of their true potential. And because conversion rate optimization doesn’t increase your marketing costs, the additional online sales are far more profitable than those generated from SEO, SMM, or PPC. And in the case of paid traffic streams like PPC, conversion rate optimization experts can actually reduce marketing costs by eliminating non-converting keywords like your PPC expert should have been doing all along. And if they haven’t…well, just imagine how you could have otherwise invested the money wasted on keywords that aren’t driving sales.
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