Far too many advertisers are wasting their ad budget, paying for clicks that only convert about 4% of the time. That’s 96% of the multi-billion dollar digital advertising industry wasted.
Evolving advertising technology allows us to focus strongly on ad personalization, so what’s the problem?
The problem is that users click those ads expecting to find what they’re looking for, only to be faced with unmatching, disconnected, impersonalized post-click experiences.
Pre-click and post-click are two stages of the same journey. Both stages deserve equal attention to provide audiences with the best possible experience, and to provide advertisers maximum conversions.
1:1 ad-to-page personalization is the only way to do this.
Although many advertisers treat ad-to-page personalization as just a ‘nice-to-have’–in today’s competitive landscape, it’s necessary.
What is 1:1 ad to page personalization?
Ad to page personalization provides consumers with a highly personalized experience throughout the entire campaign, beginning with the ad and continuing through to the post-click landing page.
It’s worth reiterating: Advertising personalization is standard–but sending that traffic to a traditional website erodes personalization by providing a broad “one size fits all” experience rather than a relevant, personalized post-click experience.
By personalizing the whole campaign, you’re essentially continuing the personalization you introduced with your ads onto your landing page like ADP does here:
Notice how all the information from the ad is also found on the landing page, so when visitors arrive on the page they know they are in the right location.
One of the main reasons post-click personalization is necessary for conversions is because Google puts a lot of weight into having great post-click landing page experiences since it directly affects ad rank, CPC, average position, and quality score.
That’s not the only motive, though. There are multiple reasons to provide complete personalization throughout your campaigns.
Benefits of 1:1 ad to page personalization in your campaigns
The primary way ad to page personalization helps your advertising campaigns is giving you more advertising conversions while increasing advertising efficiency, without increasing your budget.
Better brand impression
Personalization provides a better overall brand impression, achieved specifically by matching user expectations with the right post-click experience. That means, fast-loading, highly-relevant, and well-designed experiences.
If you lack any of these personalization components, you’re not likely to leave a favorable impression.
A highly-personalized page that loads slowly, for example, is basically an unseen page. When a page takes more than three seconds to load, it loses more than 50% of its visitors. To avoid this, remove unnecessary images as these are the biggest contributors to page weight, and use AMP to create nearly instantaneous loading pages.
Although Google recommends bidding on at least five keywords per ad group, single keyword ad groups (SKAG) are actually best for maximum relevance and personalization because:
- Increased ad relevance = higher Expected CTR
- Higher Expected CTR = higher Quality Score
- Higher Quality Score = Lower CPC
- Lower CPC = Lower CPA
- Lower CPA = less money spent and more leads
The condensed version: As your conversion rate increases with highly relevant post-click experiences, your CPA decreases.
Not only does maximum relevance and personalization lead to a better brand impression and lower CPC–it also means more conversions and better ROI, which is what every advertiser strives for.
Advertisers pay for every ad click already. By personalizing where those ad clicks send traffic to, though, you convert ad clicks you’ve already paid for instead of wasting them. Remember, the primary reason most marketers convert only 4% of their ad traffic is because ad clicks are sent to pages that don’t match the ad.
Examples of 1:1 ad to page personalization
Example 1: Search ad to landing page
Someone looking into a corporate digital training platform for their company might do a Google search and see this ad:
We can tell the ad is relevant to the search because:
- The main headline contains the “corporate” keyword
- The first path field in the display URL is also “corporate”
- Sitelink extensions expand upon the offer and include similar copy (“training”)
After clicking the main headline, this high level of personalization continues into the post-click stage:
Here, post-click personalization is evident through:
- Similar headlines, both including the “learning” keyword
- The same offer in both locations for a corporate learning free demo
- Matching copy between the ad headline/description/extensions and the landing page (such as “nurture organisation/organisational talent”, “LMS”, and “Pre- and onboarding)
- Engaging images and video to further explain and showcase the offer
- A 1:1 conversion ratio, with no external links to distract visitors from the main goal
Example 2: Retargeting ad to landing page
Following the previous interaction with eloomi, a prospect may be retargeted by this LinkedIn ad:
Advertising personalization occurs here because the prospect already showed interest in the brand by clicking the search ad and various extensions above (including the “Easy Pre- and Onboarding” extension), and then visiting multiple landing pages.
Upon clicking the retargeting ad, which also highlights eloomi’s onboarding component, prospects receive the same level of personalization on the corresponding landing page:
- The same offer promoted in both locations
- “Onboard/Onboarding” mentioned in the ad image, description, and headline, as well as throughout the entire landing page
- The laptop screen in the ad image similar to the laptop screen in the landing page image
- Matching color schemes and fonts across the ad and page
- Social proof throughout the landing page helps convince visitors they can trust in eloomi
- No exit links helps personalize the offer by providing a 1:1 conversion ratio
1:1 ad-to-page personalization is a ‘must have’
Stop wasting the majority of your advertising budget by only focusing on the pre-click stage and treating post-click personalization like a ‘nice to have’ feature.
Think of ad-to-page personalization as a non-negotiable in your marketing strategy and start improving your brand impression, decreasing your CPC, and increasing your ROI.
Get a complimentary conversion analysis
Postclick is changing the possibilities for teams focused on advertising conversion. We would like to offer you a complimentary analysis of your ad campaigns. The analysis includes competitive insights against your top 5 competitors and the top sites in your industry. Our team will share insights on how we can increase your conversion rates, in addition to a comprehensive competitive analysis.
Plus, we will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities to increase your ROAS. Request your analysis here.