Conversion rate optimisation (CRO) is a key part of our role as a PPC agency. In order to deliver results that impact the bottom line, we must consider all aspects of a campaign that influence conversions. It’s a fundamental part of our role that’s multifaceted, steering us to work both inside and outside of a Google Ads account to make improvements.
After recently taking over a Google Ads account, our new client’s pay-per-click campaign was already delivering steady sales. Yet, our audit revealed significant opportunities to reduce their advertising costs while boosting performance. However, the significant improvement in conversion rate came from less obvious strategic change.
By refining the ad messaging, we improved their conversion rate by almost 50%. But the most remarkable thing? The landing page remained untouched throughout this process.
Optimising Ad Copies
Many agencies spend considerable resources optimising landing pages. They conduct extensive testing on various elements to increase conversions. While page optimisation is crucial, sometimes the real opportunity often exists before visitors reach your site. Ad copy and messaging can often be overlooked as a huge factor in influencing the final conversion rate.
Ultimately, conversion rate optimisation begins with the quality of traffic. A website can feature perfect UX and the most compelling offer, yet struggle to convert poorly matched visitors. Conversely, basic landing pages can deliver outstanding results when paired with precisely targeted traffic.
Ad copy plays a vital role in this equation. Effective advertising content goes beyond generating clicks – it identifies and attracts the right prospects while preparing them for conversion before they’ve even clicked your ad. The message must align seamlessly across every touchpoint in your marketing funnel.
Holistic View
This case study demonstrates clearly why viewing marketing channels in isolation limits potential success. Your targeting strategy, ad messaging, and landing page experience need to function as interconnected elements. When one component underperforms, it affects the entire system’s effectiveness. This scenario highlights the important role ad copy plays as a CRO factor. Seemingly minor adjustments to ad copy can dramatically impact your end results. By focusing on quality traffic first, you create a strong foundation for landing page optimisation efforts in the future.
If you’re in a situation where landing page changes are only delivering minor improvements, consider reviewing your current ad messaging. Look for opportunities to better qualify traffic before visitors reach your site. We’d bet that even the smallest improvements in this area often yield significant returns overall.
Contact us to learn more on how we can help optimise your digital strategy and improve your conversion rates!