Creating over 2 million post-click experiences for our clients has taught us a crucial digital advertising principle: The more disjointed your pre- and post-click experiences are, the fewer conversions you’ll earn.
In other words, it’s essential to establish ad-to-page relevancy. Doing so not only ensures a positive user experience and lowers your bounce rate, but it also boosts your conversions and delivers a higher ROAS.
But what is ad-to-page relevancy, and how do you achieve it? Let’s find out.
What is ad-to-page relevancy in digital advertising?
Ad-to-page relevancy is about creating a state of harmony between your pre- and post-click experiences. However, it’s not as simple as message-matching.
This methodology ensures that personalization doesn’t end with ad targeting, but instead continues into the post-click experience. It involves using ad targeting data, such as visitor intent, and personalization variables to connect each ad with a relevant landing page for every unique audience segment.
The result is a holistic digital advertising campaign, which drives home a consistent message designed to resonate with your target audience.
Dynamic text replacement does not equal relevance
It’s not possible to achieve genuine ad-to-page relevancy with dynamic text replacement (DTR), as DTR offers only superficial contextual relevance.
DTR helps you create appropriate messages by dynamically changing your ads’ and post-click landing pages’ content based on different parameters, like the URL.
When you use DTR, you don’t have to create separate post-click landing pages for each audience segment. Instead, you can use dynamic text to make a single landing page that automatically changes for multiple keywords.
For example, you can use Google Ads’ dynamic keyword insertion feature to automatically insert users’ search terms into your ad and landing page copy to increase the ad’s relevance and click-through rate.
However, this is not meaningful personalization.
Leveraging basic audience data, such as job title and location, doesn’t make a post-click landing page experience personalized or relevant. It may connect the ad and landing page, but what good is this link if the experience is not tailored to the user’s needs?
What is true ad-to-page relevancy?
Ad-to-page relevancy is all about context: Who is the audience, and what do they need at this moment? It involves accounting for user intent, user behavior, and niche interests, along with other motivators, to create personalized advertising experiences that transcend ads and landing pages.
To earn more conversions and deliver a higher ROAS, you need to create a narrative for each user and not only rely on simple message-matching. Yes, your ads and corresponding landing pages should deliver a consistent overall message through similar copy, imagery, colors, calls to action, and branding. However, relevance and personalization doesn’t stop there.
Ad-to-page relevancy requires matching the narrative and context from the targeted ad to your post-click landing page. It means satisfying user intent and forming a relevant story. In other words, you must customize your entire ad-to-page experience, and not only with necessary data points like name and location.
Digital advertising examples of ad-to-page relevancy
To show you what ad-to-relevancy looks like in the flesh, we’ve highlighted four digital advertising examples below. All the examples feature the same personalized narrative from ad to landing page, giving audiences what they want to help increase advertising conversions.
1. Arcade by Output
The Arcade by Output Facebook ad promotes the software’s 30-day free trial to music composers and producers. The video ad features what the platform can do for users—allowing them to select from a library of genre-spanning sounds and quickly modifying them.
The post-click landing page continues the same narrative. It showcases why the platform is the perfect choice for professional music composers, while keeping the 30-day free trial offer in the spotlight.
Calm’s Facebook ad urges people who want to reduce anxiety and get better rest to sign up for the app.
Instead of taking users who click the Facebook ad to the App store, their post-click experience walks users through reasons they should sign up for Calm.
When the user decides to sign up and clicks the CTA button, they go to a personalized survey to ensure the app experience matches their specific needs:
BritboxTV’s free trial ad promises to give users access to British TV’s most extensive streaming collection ever, including new releases.
The post-click landing page features all the British TV shows users will get access to and lists the devices that support the platform, giving them the exact information they need to sign up:
Twilio’s Facebook ad introduces users to Twilio Flex and promotes their demo:
The connected post-click experience gives users a chance to see what Twilio Flex has to offer by looking at how the dashboard works, reading customer testimonials, and finally signing up for the demo.
The benefits of ad-to-page relevancy
Maintaining relevance beyond essential message-matching helps you increase advertising conversions, because when a user finds what they’re looking for, they are more likely to convert. Keeping a robust connection between your ad and post-click landing page also improves your Quality Score across different advertising platforms, which reduces your CPC and eventually results in a high ROAS.
Wondering how to get started with ad-to-page relevancy for your digital advertising campaigns? Try Postclick. Our tech-enabled service makes meaningful personalization possible by automating the creation and optimization of post-click landing pages for every audience segment.
The Postclick team can create content blocks that are relevant to the searcher’s narrative and insert those into thousands of pages at once:
As users arrive on these hyper-personalized pages, Postclick’s machine learning technology develops a profile for each visitor and refines it over time to ensure a cohesive user experience throughout each campaign. As the technology learns more about each visitor—the content, layout, and design they prefer—it will automatically adjust the page to the one most likely to result in a conversion.
Interested in finding out more?
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At Postclick, we would like to offer you a complimentary analysis of your ad campaigns. 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.