PPC vs CRO Optimization
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Instructions: Make a copy of this Google Sheet (File > Make a copy...) and fill in the colored cells only, the white cells will be calculated and filled automatically. Leave the grey cells empty.This table is inspired by the table on page 16 from the book 'You Should Test That' by Chris GowardRead the corresponding article at Certified Knowledge
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Optimization investment in $PPC ImpressionsCTR ImprovementPPC CTRVisitsCPC Improvement (decrease)PPC CPCPPC SpendCRO ImprovementConversion RateConversions (rounded)CPA (rounded)CPA x Conversions improvementNet improvement (improvement - investment)
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Original (Baseline)500,0005.00%25,000$3.00$75,0004.00%1,000$75
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Scenario 1: PPC Optimization$900500,00015%5.75%28,7505%$2.85$81,9385%4.20%1,208$68$1,482$582
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Scenario 2: Landing Page Optimization
$1,800500,0005.00%25,000$3.00$75,00025%5.00%1,250$60$3,750$1,950
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Scenario 3: Both$2,700500,00015%5.75%28,7505%$2.85$81,93830%5.20%1,495$55$9,995$7,295
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Lead-gen - CPA
E-commerce - ROAS
 
 
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