Report: 2021 State of Ad Personalization

How to Interpret the Insights From Your Post-Click Self-Assessment

How to Interpret the Insights From Your Post-Click Self-Assessment

Congratulations on completing your Post-click Self-Assessment. You’ve taken the first step towards optimizing your advertising funnel. In this blog post, we’ll help you transform insights into action. 

Your landing page assessment

When you complete the self-assessment, the first thing you’ll see is your landing page assessment. This page contains information about how your landing page is performing across key factors. In this section, we’ll talk about how to interpret your landing page results.

The assessment compares your page performance to averages by industry. You’ll see that your landing page assessment grades your page’s performance across several factors using a color system, which helps you to easily identify areas for improvement:

  • Green: Exceeds industry averages
  • Yellow: Meets industry averages
  • Red: Below industry averages

Each of the factors evaluated in this report has a direct impact on your page’s conversion rate. We discuss each of these factors below, starting with your Post-click Score.

Post-click Score

The Post-click Score is a unified metric that evaluates your ad-to-page relevancy based on key factors that influence your return on ad spend. It compares your ad-to-page relevance to industry standards, so you can see how your ad relevance stacks up against the competition. You can find your score at the top-right of your landing page assessment.

Your Post-click Score provides a high-level look into the strength of your post-click experiences. A low Post-click Score means that your ad experiences don’t align with your landing page, which can lead to low conversion rates.

You can improve your Post-click Score by increasing your ad-to-page relevance. When you improve your Post-click Score, you’ll see a corresponding increase in conversion rates. 

Device-centric

This field measures how well your landing page experiences are optimized for mobile devices. If you received a low score, your landing page may not render well in a mobile view. 

You can improve your score by reworking your landing page design to perform better on mobile. This will help your customers smoothly move down the funnel when they’re on a mobile device. 

Message fit

This field measures how well your ad personalization and targeting carries over to your landing page to form a single, unified narrative.

Message fit is an important aspect of ad-to-page personalization, and a low score can indicate that your ad narratives don’t continue into the post-click stage. That disconnect can be jarring for customers, who might not continue down the funnel. 

The most efficient way to improve message fit is automated creation enabled by machine learning. Automating your ad-to-page personalization lets you scale your ads without sacrificing message fit. Otherwise, you would spend hours working on a single landing page.

Page speed

Page speed measures how quickly your landing page loads after someone clicks on your ad, across both desktop and mobile displays. If your page lags, your customers will lose patience. Slow page speed can also impact your Quality Scores and increase your advertising costs.

To increase your page speed, try using accelerated mobile pages (AMP). You may also want to compress image sizes and remove any unnecessary code.

Conversion UX

The user experience your landing page offers is crucial to driving conversions. Your customers need to be able to act on their interest quickly, in as few clicks as possible.

A low score indicates that the user experience on your landing page is sub-optimal. It may be cluttered and unclear, or important CTAs may be hidden from the viewer.

Optimizing your landing page design for user experience can help to improve this score and boost your conversion rates. 

Security and content 

Visitors to your landing pages need to feel confident that your data security practices are impeccable. If your pages lack standard security measures or appear unsafe, customers are less likely to trust you with their transactions. As a result, you’ll win fewer conversions. 

To improve your score in this category, display security badges and always link out to a privacy policy that explains how you use customer data.

The annual revenue impact of post-click automation

Each of the factors we assess has a direct impact on your conversion rate, but they share another similarity. Each of these factors can be improved by applying Post-Click Automation to your ad funnel. The corresponding impact on your ROAS can be significant. 

In the bottom-right corner of your results page, you’ll see the annual revenue impact that Post-Click Automation could have on your ad campaigns.

Your Google Ads assessment

This section of the assessment compares your current Google Ads performance against the projected returns that come with increased ad-to-page relevancy. This page can help you quantify the potential increase to return on investment that you can earn through Post-Click Automation.

On the left side of the page, you can see your overall Google Ads performance across all key metrics. This information is pulled from your Google Ads account, or from the information you entered at the start of the assessment. 

On the right, you can see the possible impact of a Postclick partnership on these key metrics. This is due to the relationship between ad-to-page relevance and ROAS.

When ad experiences are relevant to the user’s circumstances and intent both before and after the click, your campaigns’ Google Quality Scores increase along with conversion rates. Better Quality Scores result in lower ad costs and better placement. In other words, ad-to-page relevance makes your campaigns cheaper and more effective.

You can experiment with this impact by using the sliders on the right side of the page. 

Reading it all together

What can we learn from these results?

The biggest takeaway is that many factors go into post-click success, and all of them must be addressed to effectively increase conversion rates. You now have the information you need to move forward with post-click optimization.

To boost your scores, focus on improving areas where you scored yellow or red. These areas are your top opportunities.

But manual improvements can only take you so far. In order to be a leader in ad-to-page relevance, achieving green scores across the board, you need to leverage Post-Click Automation.

The best possible way to improve your results is to work with Postclick. Our team provides a comprehensive analysis of our potential customers’ full advertising funnel that goes into detail on the insights glimpsed in this report. This in-depth analysis is complimentary, and any insights provided are free of charge. Request your analysis.

Now that you’re armed with conversion insights, it’s time to act. Talk with our team and start improving your ROAS today.

Vinod Choudhary
by Vinod Choudhary

Vinod Choudhary is the Head of Product Marketing at Postclick, the world’s only Post-Click Automation platform. Vinod's mission is to help marketing leaders maximize and automate their advertising conversions.

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