XO: 14 Principles of Successful PPC Management & CRO

PERFORMANCE DRIVEN
PPC LEAD GENERATION:
14 PRINCIPLES OF SUCCESSFUL
PPC MANAGEMENT
& CONVERSION OPTIMIZATION
xo.agency

1. IDENTIFY CUSTOMER
PERSONAS
Before you do anything else, build a full
demographic and psychographic profile of
your ideal customers. This is imperative for
high ROI lead generation campaigns.
XO.AGENCY | PERFORMANCE DRIVEN PPC LEAD GENERATION: 14 PRINCIPLES OF SUCCESSFUL PPC MANAGEMENT & CRO

Plan out your customer’s journey and the
process with which you nurture them from the
moment you create awareness (ad impression)
to interest (click), intent (lead submission on
landing page) and how you convert those
leads if they don’t convert right away.
*Take a note: It’s more expensive to make a sale when
you still have to create awareness than to convert
someone that’s already in further along your sales
funnel
2. BUILD SALES FUNNEL

3. KEYWORD RESEARCH
There are a myriad of strategies to proper keyword
research but make sure to understand the balance of
cost vs. clicks vs. conversion.
Don’t leave any brainstorming stones left unturned.
Look at brand keywords, competitive keywords,

4. PLACEMENT RESEARCH
Research where (again based on your customer
personas) you need to place your display PPC ads to
reach/convert your ideal prospects. Well defined
persona will provide insights into the psychographics
of the customer (i.e. what are they interested in, what
do they read, what to they do for entertainment).

5. CREATIVE COPYWRITING
Beyond good keyword and placement research, your
biggest growth hack will be to put your creativity in
full effect to get your prospects to notice you.
HINT: Funny, Out of the norm and Copying native messages of
the platforms you are advertising on, are some of the many ways
to come up with creative copy for your Search Engine and
Display ads.

6. PPC
STRUCTURE
When it comes to PPC account structure, it
seems like everyone has a different approach.
That’s possibly because there’s no cookie-cutter
perfect structure, but rather essential features
from which the account is then custom
formatted. Some basic rules to always follow:
Make controlling performance easy
Be as segmented as required
Tightly align keywords and ads

7. DISPLAY STRUCTURE
Display advertising structures have to take into
account the platform/site the ads will appear
on as well as the device the prospect will see
your ad on. This also connects back to the
unique (standout) impression you can make
when combining this with creative
copywriting.

8. CREATE A LANDING PAGE
The landing page is where you have to try to
take the user from interest (clicking your ad) to
interest and possibly conversion. You have to
consider all the technical specifications you
would with a website (e.g. multi-platform,
multi-device optimization) as well as
conversion psychology all packaged into
simple, high quality design.
IMPORTANT: Focus on one major, repeatable Call To
Action (CTA) and if necessary a secondary, smaller one at
the very end of the landing page.

9. BASIC ANALYTICS
You can’t get started running a PPC campaign
without the analytics to track these two
fundamental concepts of PPC:
1. Cost per result (e.g. lead/sale)
2. Attribution (which ad/platform/copy
created the best results)

10. ADVANCED ANALYTICS
Beyond the basics (e.g. Google Analytics,
Facebook Pixel, etc.), you would be well served
to incorporate advanced analytics such as:
Heat-mapping
Multi-Goal Tracking
Event Tracking

11. CREATE CONVERSION
INFLUENCE
ON YOUR LANDING PAGE
Your landing page is your chance to make a
strong impression. You’ve probably seen landing
pages that highlight customer testimonials, “As
Featured In” sections, etc. This is all about the
psychology of influence and you need to take
advantage of concepts like authority (awards,
certifications, press), social proof (how many
other people care about your brand), scarcity
(limited time/quantity offer), reciprocity
(discount, free sample) etc. to maximize your
brand’s value in the landing page vacuum.

12. RUN EXPERIMENTS
No matter how good the first version of your ad
design/copy/landing page was, you can always find
areas to improve upon and squeeze a better ROI out
of your PPC campaign. You should A/B Test or if
possible Multi-Variate Test as much as possible in the
first 2 months of your campaign starting with the area
that is struggling the most. If you are getting good
CPC and high traffic but only converting 1%, then
work on your landing page variables (button color,
hero section, etc.). If you aren’t getting enough traffic,
run experiments with your placements, targeting, ad
design and copy (to name a few).

13. SETUP MONITORING
DASHBOARD
You need an easy to access and analyze
dashboard for all your key metrics and Key
Performance Indicators. Period. Forget about
end of month reports. If you want to take
control of your PPC lead generation you need to
have instant access to spot red flags or even
positive increases in ROI to increase your ad
budget.

14. OPTIMIZE, OPTIMIZE,
OPTIMIZE
Beyond experiments and dashboard
monitoring, once your campaigns are live, you
need to constantly optimize. Turn off
campaigns that are creeping up in costs,
expand your placements and keywords if you
aren’t getting enough impressions/traffic,
improve your landing pages, etc.
Your PPC ecosystem is a living organism.
Nurture it.

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