CRO vs PPC
CRO (Conversion Rate Optimization) and PPC (Pay Per Click) both come up in business conversations and get confused. Here's the plain-English difference, side by side, so you can use each one with confidence.
The key difference: CRO refers to conversion rate optimization, while PPC refers to pay per click — they describe different things even when they show up in the same sentence.
CRO — Conversion Rate Optimization
The discipline of systematically improving the percentage of visitors who take a desired action. CRO compounds — a 30% lift in conversion is a 30% lift in revenue with no extra traffic spend.
PPC — Pay Per Click
An ad model where you pay only when someone clicks. Fast to turn on, brutal to scale profitably — most accounts leak money because nobody owns the unit economics.
When to use CRO
Reach for "CRO" when the conversation is specifically about conversion rate optimization. The discipline of systematically improving the percentage of visitors who take a desired action. CRO compounds — a 30% lift in conversion is a 30% lift in revenue with no extra traffic spend.
When to use PPC
Reach for "PPC" when the conversation is specifically about pay per click. An ad model where you pay only when someone clicks. Fast to turn on, brutal to scale profitably — most accounts leak money because nobody owns the unit economics.
FAQs
What is the difference between CRO and PPC?
CRO stands for Conversion Rate Optimization — The discipline of systematically improving the percentage of visitors who take a desired action. CRO compounds — a 30% lift in conversion is a 30% lift in revenue with no extra traffic spend. PPC stands for Pay Per Click — An ad model where you pay only when someone clicks. Fast to turn on, brutal to scale profitably — most accounts leak money because nobody owns the unit economics.
Are CRO and PPC the same thing?
No. They're often used in the same conversation because they're related, but they describe different concepts. CRO = Conversion Rate Optimization. PPC = Pay Per Click.
When should I use CRO vs PPC?
Use CRO when you're specifically referring to conversion rate optimization. Use PPC when the topic is pay per click.