General Principles of CRO for Paid Media Professionals

Conversion Rate Optimization (CRO) is an essential process today for maximising return. But how can we improve it? Below, I present the fundamental principles of CRO, adapted to the context of Paid Media.

1. Attention: It all begins with capturing the user's attention. The relevance of the message is key. An advert can catch the eye, but if it doesn’t connect with the user’s real needs and desires, it will be lost.

2. Context: It’s not enough to capture attention; it must be done at the right moment and with the right message. This means understanding the customer journey and adapting campaigns to align with the user’s intent. Why is this important? Because a message that is out of context can be ignored or, worse, create a negative perception of the brand.

3. Clarity: A basic but often underestimated principle. Clarity in the message and what you offer removes friction and reduces uncertainty. A user who fully understands what is being offered and the benefits they will gain is much more likely to convert.

4. Congruence: Congruence ensures that all elements of the campaign—from the ad to the landing page—work in perfect harmony. Any disconnect in this flow can create distrust and negatively affect conversions. Have you ever wondered why a campaign with good copy, good creatives, good search terms, and a high CTR in the ad still doesn’t convert on the landing page? Here’s your potential answer.

5. Credibility: Don’t underestimate the power of credibility. Testimonials, case studies, and social proof strengthen the user’s trust in your offering. Nowadays, consumers are more informed and sceptical than ever before, and credibility can set you apart from the competition.

6. Closing: This is where all the previous work is either validated or lost. A clear and compelling call to action is what turns that attention into a concrete action. Are you using the right CTAs in your campaigns?

7. Continuation: Optimization doesn’t end with the conversion. You need to think about the post-conversion experience and how to keep those new customers engaged and satisfied. Are you nurturing your customers to foster loyalty and future conversions?

8. CRO isn’t just a technical discipline; it’s a way of understanding marketing that puts the user at the heart of every strategy.

For those looking to maximise the impact of their Paid Media campaigns, it’s time to dig in deeper into this topic and apply it strategically.

Have you had any particular CRO strategies that have worked well for you?

What to do when the vast majority of your conversions come from branded keywords, despite a limited budget?

What to do when the vast majority of your conversions come from branded keywords?

It’s a scenario that can occur in paid media campaigns. If this happens to you, these should be the strategies to focus on as your first line of defence.

Reallocate the budget. If non-branded campaigns are not generating the desired conversions, they may need a larger budget to compete effectively. Redistribute part of the budget from branded campaigns to these campaigns to see if additional investment can make a difference.

Optimise your non-branded campaigns. Ensure they are well-targeted and directed at the right audience. Refining geographical, demographic, and device segmentation can be crucial. Review the ad copy and creatives, ensuring they are appropriate and relevant to your audience. Don’t forget to review your keywords, adding ones with sufficient volume and negatives to attract traffic that is more likely to convert.

Another important tactic is retargeting. Implement retargeting campaigns for those users who have already interacted with your site. This can help recover those lost opportunities and increase conversions from your non-branded campaigns.

Constantly run A/B tests with different ad formats, messages, and segmentations to discover what works best. Don’t be afraid to explore new types of campaigns, such as Display or Video, to expand your reach and generate more conversions.

Conversion rate optimisation (CRO) is another aspect to consider. Improve the landing pages associated with your non-branded campaigns. Ensure they are fast, mobile-optimised, and have clear and specific calls to action. A better user experience can work wonders for your campaigns. Also, keep in mind that the rest of the website can affect campaign performance even if the landing page is perfect.

Monitor the performance of your non-branded campaigns and use the correct attribution models to better understand the value these campaigns bring throughout the customer journey, beyond direct conversions.

What happens when traditional strategies don't work to reduce the excess of branded conversions? When increasing the non-branded budget, adding negative branded keywords, or improving segmentation isn’t enough.

This is where you need to think beyond the obvious and consider this second line of defence, which goes beyond common strategies.

First, consider using your non-branded campaigns to build demand and brand awareness. If direct conversions are not the strength of these campaigns, reorient their objective towards generating interest and recognition, to later capture new demand. It will attract traffic that, even if it doesn’t convert immediately, can be retargeted with more specific and personalised offers.

Another strategy is to diversify your approach at a multichannel level. Don’t limit yourself to Google Ads. Integrate your non-branded campaigns into social media, programmatic advertising, and other channels. This creates a more omnipresent presence that reinforces your brand at every stage of the customer journey.

Additionally, explore targeting specific niches and advanced segmentation. Imagine targeting audiences at specific events, locations where you’ve converted the most, or even near your competitors’ locations in some cases. This hyper-specific approach can lead to conversions that might otherwise go unnoticed.

Use disruptive creative formats compared to what you’ve been doing, and also consider interactive creatives like polls or quizzes, and possibly collaborating with influencers to amplify your message more authentically.

Make use of psychological triggers. Scarcity, urgency, and social proof are tools that can serve you well. Show testimonials, success stories, and create a sense of limited opportunity.

So, if you find yourself trapped in the branded conversions pitfall, don’t give up. Use these less obvious tactics to improve your results.

Have you tried any of these strategies in your campaigns? What were your results?

Why It’s Important to Discuss High-Potential Markets with Clients for International Campaigns

When it comes to international paid media campaigns, identifying markets with the most potential is not just a matter of geographic interest. The right choice can mean the difference between a highly favourable outcome and a costly result with little return. But how do you know if you’re aiming in the right direction? This is where deep discussions with the client and a critical analysis of the various variables you seek in an attractive market come into play.

The first factor to consider in international paid media is the market’s growth potential. Not all markets are at the same stage of maturity; some are ready to explode, while others may be saturated. What does this mean for the campaign? It means you need to invest time in analysing data, identifying trends, and understanding consumer behaviour in those markets before launching campaigns. Some clients need guidance to understand that investment should be directed where real opportunities exist, not just where there is apparent demand.

A tool that can help you gather data on international markets, beyond search volumes, is Google’s Market Finder.

Another important aspect is understanding the local consumer. The cultural and behavioural differences between an Eastern country and a Western country, for example, highlight how vast these differences can be between countries, and what works in one place may not work in another, although the differences may not always be so significant.

If you overlook this, you risk launching a campaign that is not profitable. This is where you need to talk to the client about adapting the messaging and creatives to the particularities of each market, if necessary.

Local competition is a factor that cannot be ignored when planning an international strategy. What if the market has potential but is dominated by local competitors? It is vital to assess whether the client has the resources to compete or if it would be more strategic to focus on a less saturated market with good growth prospects. A frank conversation about the competitive reality can prevent unproductive investments.

Costs and infrastructure are decisive factors in international paid media. A market may seem attractive, but if the client cannot bear the entry costs or if there is no adequate infrastructure to support distribution and logistics, the campaign may fail. This is where the client’s experience and knowledge of their operational capacity must be integrated into the planning.

In conclusion, discussing these factors with the client is the foundation for a well-structured international campaign. Someone who overlooks this conversation may end up launching campaigns without direction or focus, wasting resources and opportunities.