{"id":1070,"date":"2024-09-25T22:54:00","date_gmt":"2024-09-25T20:54:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=1070"},"modified":"2024-09-26T11:50:43","modified_gmt":"2024-09-26T09:50:43","slug":"the-case-for-cro","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro","title":{"rendered":"the case for CRO"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Once upon a time, there was a PPC freelancer who knew more about the Google Ads platform than all Google Reps combined.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uhh, wait. Sorry, I meant she knew more than all PPC specialists combined.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yes. That sounds better.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Every day, she would tinker with all the details in the platform and test each and every setting, as if her life depended on it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her nickname was &#8220;PPC-pedia.&#8221; Every PPC boy knew where to find her if they had any questions on Google Ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her real name was Shadira.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One day, Shadira inherited a Google Ads account which had been managed for 5 years by a decent PPC professional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His name was Bob.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bob was good.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Good, but not &#8220;PPC-pedia&#8221;-level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not Shadira.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now,\u00a0it was Shadira&#8217;s job to grow the number of leads per month, at a sort-of-similar CPL.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;No problem,&#8221; she thought.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her, being the uber-platform-specialist she is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And so she went:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>N-gramming her way through the SQRs to negate the wasted spend away<\/li>\n\n\n\n<li>Up-QS-ing the top keywords that generated 80% of the clicks<\/li>\n\n\n\n<li>&#8220;Enhancing&#8221; those conversions to get more data in<\/li>\n\n\n\n<li>A\/B-testing ad copy to the point where even David Ogilvy could not come up with better headlines<\/li>\n\n\n\n<li>Ramping up new audiences to target ever more specific and high-converting niches<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">But still, progress looked like a 90s dial-up connection trying to load the Google Ads UI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shadira could not get the account to grow. Not in a profitable manner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is, until finally it hit her:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"887\" height=\"149\" src=\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-8.png\" alt=\"\" class=\"wp-image-1071\" srcset=\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-8.png 887w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-8-300x50.png 300w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-8-768x129.png 768w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(The numbers are fictional, but the ratios are factual.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Here&#8217;s the thing:<\/strong> no matter how perfectly structured your account is, how well-chosen your keywords and audiences are, and how convincing your ads are, a poorly-designed landing page will cripple your ability to scale the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211; Nils<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once upon a time, there was a PPC freelancer who knew more about the Google Ads platform than all Google Reps combined. Uhh, wait. Sorry, I meant she knew more than all PPC specialists combined. Yes. That sounds better. Every day, she would tinker with all the details in the platform and test each and &hellip; <a href=\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;the case for CRO&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1070","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>the case for CRO - Nils Rooijmans<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"the case for CRO - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"Once upon a time, there was a PPC freelancer who knew more about the Google Ads platform than all Google Reps combined. Uhh, wait. Sorry, I meant she knew more than all PPC specialists combined. Yes. That sounds better. Every day, she would tinker with all the details in the platform and test each and &hellip; Continue reading &quot;the case for CRO&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro\" \/>\n<meta property=\"og:site_name\" content=\"Nils Rooijmans\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-25T20:54:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-26T09:50:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-8.png\" \/>\n<meta name=\"author\" content=\"Nils Rooijmans\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nils Rooijmans\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro#article\",\"isPartOf\":{\"@id\":\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro\"},\"author\":{\"name\":\"Nils Rooijmans\",\"@id\":\"https:\/\/nilsrooijmans.com\/daily\/#\/schema\/person\/645ba0bda90c1467f9d23d332d1f3aa0\"},\"headline\":\"the case for CRO\",\"datePublished\":\"2024-09-25T20:54:00+00:00\",\"dateModified\":\"2024-09-26T09:50:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro\"},\"wordCount\":302,\"publisher\":{\"@id\":\"https:\/\/nilsrooijmans.com\/daily\/#\/schema\/person\/645ba0bda90c1467f9d23d332d1f3aa0\"},\"image\":{\"@id\":\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro#primaryimage\"},\"thumbnailUrl\":\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-8.png\",\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro\",\"url\":\"https:\/\/nilsrooijmans.com\/daily\/the-case-for-cro\",\"name\":\"the case for CRO - 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