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?

Performance Max Campaigns for Marketplaces

Google has introduced specific performance max campaigns for marketplaces, simplifying advertising for sellers on these platforms. Here are the key points:

Requirements and Setup:

No Website or Merchant Center Account Needed: Only a Google Ads account is required.

Direct Connection: Link your Google Ads account to the marketplace's ad manager using the latter's product data. It is not possible to promote your website simultaneously in the same campaign.

Management and Monitoring:

Check Participating Marketplaces: You must ask your marketplace if it participates in this program.

Conversion Tracking: Managed by the marketplace; review their tracking methods.

Key Differences:

URLs are not expanded, nor are assets automatically created.

No video assets and no cross-account conversion tracking.

No data segments for audience reporting or new customer acquisition modes.

This simplified approach is designed to make it easier for sellers to use advertising on marketplaces without the usual complexities.

Optimize Your Google Ads Shopping Feed: Key Drivers for Success

When it comes to Google Ads Shopping, not all elements of your product feed carry the same weight. To truly drive performance, focusing on what matters most can make most of the difference. Here’s where you should direct your energy:

Price 🔥🔥🔥🔥🔥: Competitive pricing is crucial. It directly influences click-through rates and conversion

Title 🔥🔥🔥🔥🔥: The first thing a potential customer sees. Make it count by including key details and keywords.

GTIN (Global Trade Item Number) 🔥🔥🔥: This helps Google match your product with the right searches, improving visibility.

Image 🔥🔥: A high-quality, clear image can significantly increase your product's appeal.

Description 🔥: While not as impactful as the title, a good description supports SEO and provides valuable info to shoppers.

Category 🔥: Correct categorization helps Google place your product in relevant searches, but it’s less impactful than other factors.

🔍 Pro Tip: Regularly visit your Merchant Center and keep a close eye on the Diagnostics tab. Addressing feed or product issues promptly can prevent ads from being sidelined and ensure your products are always ready to captivate potential customers.

By prioritizing these elements, you can fine-tune your Google Ads Shopping strategy for better visibility, higher click-through rates, and more conversions.