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Conversion Rate Optimization (CRO): How To Get Started

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Conversion Rate Optimization (CRO): How To Get Started

Right now, the internet has more than 1.1 billion websites operating across more than 271 million unique domains. That’s a nearly unfathomable number of pages competing for a finite amount of traffic, views, and clicks.

If you’re getting your fair share of them, congratulations – you’re on the right path. But just getting visitors to your website isn’t enough, particularly if you’re running any type of business.

No, you need to convert those visitors once they end up on your site. And you need to do this effectively and efficiently.

One of the best ways to do that is by implementing a conversion rate optimization (CRO) strategy.

If you do this right, you’ll not only improve your quality of leads, but you’ll also increase revenue and lower your customer acquisition cost. In other words, it will help you grow. 

In this piece, we’ll dig deeper into CRO, discuss why you should care about it, and provide some best practices for maximizing your conversion rate. 

What Is Conversion Rate Optimization?

Conversion rate optimization is the systematic process of increasing the percentage of users and visitors who take a specific action on your website, social channels, or other online marketing campaigns.

To successfully improve your conversion rate, you must deeply understand your users. You need to understand how they navigate your website, interact with your content, and ultimately take action.

Examples Of Conversions

Conversions can be any number of things, but some of the most common are:

  • Making a purchase.
  • Filling out a form.
  • Signing up for a newsletter.
  • Adding a product to their shopping cart.
  • Clicking a link.
  • Downloading a piece of content.
  • Turning an occasional customer into a regular customer.

In other words, a conversion can be any action a user performs that results in you collecting their information, making a sale, or otherwise gaining insight into how they interact with your campaigns.

Key Benefits Of Conversion Rate Optimization

Okay, you might be saying right now, I get the importance of CRO as an overall part of a digital marketing strategy, but what does this have to do with SEO?

A lot, actually, both for SEO professionals and the businesses they work for. 

Some of the benefits of CRO include:

Increased User Engagement

Conversion rate optimization improves the way visitors interact with your website and within your campaigns, leading to better engagement and, ultimately, conversions.

An increase in engagement metrics can provide valuable insights into your campaigns’ performance and what entices users to take action.

Better ROI

CRO leads to higher conversion rates, which means you are getting more bang for your marketing buck.

It allows you to land more customers without necessarily generating more traffic or increasing your marketing budget.

Valuable User Insights

The process of CRO requires you to develop a better understanding of your audience. And this, in turn, improves your overall marketing efforts and content.

It helps you be better prepared to reach the right types of customers with the right messaging at the right time.

Enhanced Customer Trust

Many conversions require users to provide their contact information (email address, name, phone number, etc.) in exchange for content like an ebook or information about your services.

But before they’re willing to hand over their info, they need to trust your site. CRO helps you build customer trust and leaves a positive impression on potential customers.

Scalability

Even the biggest markets only have a finite pool of prospects you can tap into – and the more specialized your niche, the smaller that pool is. CRO allows you to make the most of your existing audience (i.e., traffic) to attract new customers.

By improving your conversion rate, you’ll scale your business without running out of potential customers.

How To Calculate Conversion Rate

Before we can get optimizing, we need to first discuss how to arrive at your conversion rate. Don’t worry – no higher math is required.

The conversion rate is calculated by dividing the number of conversions by the total number of users or website visitors, then multiplying this figure by 100 to generate a percentage.

For example, if your website generated 20 contact form fills and 1,000 visitors in one month, your conversion rate would be: 20 / 1,000 = 0.02 x 100 = 2%.

Calculating your conversion rate enables you to set a benchmark for how your webpage or campaign is currently performing.

This means you can compare the results of any changes you make and the corresponding results you generate to your original conversion rate, letting you know what’s working – and what isn’t.

What’s Considered A “Good” Conversion Rate?

There is no single, universal figure that qualifies as a “good” conversion rate. What’s even considered an “average” conversion rate varies across industries, niches, campaigns, and specific conversion goals.

Depending on who you ask, however, a rough global average is anywhere from 1-4%.

This might not necessarily be true for you. In reality, the best measure of what’s considered average is to calculate your past and current conversion rates and compare them to future results.

Instead of obsessing over what’s considered a “good” conversion rate (most businesses don’t publish this information, anyway), you’re better off digging into what drives your particular audience – and then delivering the value they’re searching for.

What Is The CRO Process?

Now that we have that all out of the way, let’s talk about the CRO process.

Conversion rate optimization is the process of optimizing your website, landing page, or marketing campaign to improve the probability of a user taking a desired action.

This optimization process is informed by past user behavior, customer insights, and CRO best practices.

The basic process is as follows:

Audience Research

Surveying your audience and digging into past customer behavior analytics to understand what users are interested in, what they’re struggling with, and how they interact with your brand.

Optimization

Using these new insights to optimize your campaigns or webpages for conversions.

These might include writing more compelling web copy, adding enticing calls-to-action, redesigning your site for better user experience (UX), or removing bottlenecks from your sales funnel.

A/B Testing

Most CRO changes are not one and done. You will want to measure your adjustments against different components to see which ones truly move the needle.

For example, you may test one call-to-action versus another to see which performs better (i.e., has a higher conversion rate).

It may be tempting to skip this step, but don’t – that can lead to false positives.

Let’s say, for example, you changed your CTA like we just described, but you also changed your product descriptions. Which one do you attribute your sales increase to? A/B testing lets you know.

Measurement

Use analytics software (like Google Analytics) to measure the success of your campaigns.

Create goals to track conversions and then calculate your conversion rate by comparing this to your total traffic numbers.

Ongoing Adjustments

Monitor your analytics to track the success (or failure) of your campaigns or webpages. Make adjustments as needed to improve your conversion rate.

Components Of Successful CRO

CRO is a comprehensive process involving various components, from the design of your landing page to the contact forms you use.

A successful CRO campaign requires an in-depth analysis of your target audience, multiple tests to measure performance, and ongoing optimization to ensure maximum results.

There are a limitless number of things you can experiment with to optimize your conversion rate. Still, throughout this process, you’re likely to address a few core elements, regardless of industry:

Design

How your website and landing pages look plays an important role in CRO. An aesthetically pleasing and easy-to-navigate design will improve usability and make it easier for users to convert.

When designing your landing pages, work with a web designer who understands CRO and how users typically navigate a website.

Your site should be responsive and accessible, making it easy for visitors to find what they want. Your fonts and include interactive menus should be easily readable to anyone.

Site Speed

Fast website load speed is an essential part of both SEO and CRO. The longer it takes for your website to load, the more likely users will drop off and go elsewhere.

Ideally, your website should load in under three seconds on both desktop and mobile devices. Decrease image file sizes and remove slow-loading website elements to ensure fast load time. This alone can increase conversions to your site.

Copy

Web copy refers to the words users read on your website and landing pages. Skilled copywriters can craft copy that speaks to the unique needs of your target audience. It’s not enough to simply write “off the cuff” and hope for the best.

This is another place where audience research comes into play. If you know what your audience is struggling with and the solutions they’re looking for, you’ll be able to communicate the value of your offer.

Ultimately, you’re trying to convince users that your service or product is the best solution for their needs.

Call-To-Action

A call-to-action is an often short, concise appeal to users to take some sort of action on your site. The most commonly seen phrases are things like “Contact Us,” “Buy Now,” and “Work With Us.” However, you can get as creative as you like as long as you’re asking the visitor to perform an action.

For example, if you know your audience is interested in a particular offer, your CTA can be more obvious, like “Buy X Here” or “Download Y Now.”

A best practice is to make it obvious what users will get once they click on a link or submit their information.

Navigation

Your site’s structure should be built with the primary goal of making your website easy for users to navigate. You should have a logical layout of where your pages exist on your site and how they interact with each other.

Most sites adopt a hierarchical site structure, with the most important pages living in the main menu and subpages in the dropdown menu. Ideally, your web pages should not be “buried” more than three clicks away from the home page.

Consider how a typical user might navigate your site. Even better, look at a content drill-down report of your site to see how users journey from one page to another.

This might look something like:

  1. Home.
  2. Services page.
  3. Individual service page.
  4. Contact page.
  5. Goal completion (form fill).

Or, for an ecommerce site:

  1. Home.
  2. Products page.
  3. Product category page.
  4. Individual product page.
  5. Add to cart.
  6. Cart checkout.
  7. Thank You page.

Overall, creating an easy-to-navigate website is key to increasing conversions, building customer trust, and improving customer loyalty over time.

Forms

Contact forms are the most popular tool website owners use to collect user information, particularly for service and agency sites. Ecommerce sites, on the other hand, might have individual product pages and a typical shopping cart function.

Your contact forms should be functional and easy to use. By this, we mean that users should easily be able to submit their information. These form fills should be collected within your website to ensure quick follow-up.

Here are a few CRO best practices for using contact forms:

  • The fewer the fields, the better (typically). At the very least, you should collect information that allows you to follow up with leads promptly. If you want to better qualify your leads, you can add additional fields, like Industry or Budget.
  • Design matters. Good-looking forms typically equate to a better user experience. Make your text easy to read, use consistent styling, and make sure the submission button is clickable.
  • Consider customer privacy. With the introduction of GDPR and other consumer privacy laws, it’s become increasingly important to let users know how their information will be collected and used. You should always include a disclaimer that states what users are subscribing to, how you will be in contact with them, and whether they can unsubscribe at any time.

How To Measure Conversion Rate

Several quantitative tools allow you to collect data to track conversions on your website. These include general analytics tools like Google Analytics, website heat map tools like Hotjar, sales funnel tools, and contact form analytics tools.

Basically, any tool that allows you to:

  1. Track conversions or goal completions
  2. See website traffic data (which can be used to calculate your conversion rates).

By measuring your conversion rate, you’ll have data on how your site has performed in the past and how it’s performing now.

Then you can use a variety of CRO tactics to generate even more leads, customers, and revenue for your business.

Conversion Rate Optimization Best Practices – Do They Work?

CRO best practices are, by definition, practices that have worked for businesses in the past. This means that the quick CRO “hacks” may not necessarily apply to your business, nor might they be relevant to businesses in the modern day.

With this in mind, businesses should be wary of adopting any CRO best practices without proper measurement and an in-depth understanding of their target audience.

For example, it’s commonly believed that a few simple tweaks are all it takes to improve conversions. These “tips” often include:

  • A/B testing headlines.
  • Changing the color of CTAs.
  • Including contact forms on every page.
  • Always adding customer testimonials.
  • Offering discounts.

Just because something worked for one business doesn’t mean it will work for yours.

Your best bet is to focus on what’s working with your particular audience and then use your own creativity to make adjustments that will improve your conversion rates over time.

Uncommon CRO Tactics

Today’s most progressive brands aren’t following trends – they’re setting them.

To stay ahead of the curve, you might want to adopt some uncommon CRO tactics and measure their impact on your business.

At the same time, keep a close eye on how users interact with your site and use these insights to make adjustments over time.

For example, some CRO-related technology and tactics to look into include:

  • AI-driven CRO tools.
  • Keyword research tools.
  • On-site customer surveys.
  • Mouse tracking and website heat maps.
  • Personalized product suggestions.

How To Improve Your Conversion Rate

By this point, it should be clear: CRO depends on carefully monitoring your customers, tracking their behavior and how they interact with your site, and comparing that information over time.

And while there are tools available for measuring traffic, engagement, and goal completions, no single CRO strategy will work for every site.

No, what works for your website depends entirely on your target audience, what you’re promoting, and user experiences.

For example, you wouldn’t expect a target audience of upper-middle-class men shopping for luxury sedans to behave like teenage girls looking for hoodies.

So, what works for the first audience may have no impact on the second, and vice versa.

But I will promise you this: If you fine-tune your UX, implement A/B testing, improve your website copy, and experiment with CTAs. Eventually, you’ll hit on the conversion formula you need.

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How Do I Get A Job With A PPC Agency

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Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

Have a question you’d like us to address? Fill out the form!

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Featured Image: Paulo Bobita/Search Engine Journal

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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

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SEO

No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


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