Historically, advertising tech has focused on improving the pre-click stage. There are countless tools for ad placement, bidding, targeting, etc.
But just as important as generating traffic is where you direct it. After all, what good is an ad click if it doesn’t end in conversion? As advertisers came to this realization, optimizing the post-click experience became more of a priority.
Years later, they’ve come to another valuable realization: The more landing pages they create, the more personalized experiences they can provide, and the more relevance they can offer their customers. But like any personalized experience, the cost of creation is exceptionally high—budgetary and otherwise.
Over the last eight years, the Postclick team of experts has serviced over 500 enterprise customers providing advertising conversion technology, and this is what we’ve learned.
The evolution and why it matters
Advertisers today find it easier to deploy landing pages, but the landing page is still only one part of a chaotic campaign experience.
While expert advertisers agree that personalized post-click landing pages are the best way to increase conversion, they’ve experienced the difficulty of delivering this relevancy and personalization for the large volumes of audience segments from targeted campaigns.
The complexity of multiple campaigns and personas, combined with the challenges of geotargeting, segmentation, and device optimization, leads to an overwhelming number of custom experiences that need to be created. This is economically and practically impossible to achieve manually, and no technology exists that enables advertising personalization at scale.
What’s needed is a technology that delivers personalization at scale post-click. It doesn’t make sense to invest substantial amounts in digital advertising unless you can provide visitors from those campaigns with personalized post-click experiences that continue the narratives established at the pre-click level. Advertisers deserve a modern, sophisticated system that can deliver personalization and relevancy at scale.
Postclick’s enterprise technology provides a complete post-click automation (PCA) solution based on four key pillars:
- Ad Mapping allows advertisers to import their Google ads account by two-way syncing their pre-click ads and keyword groups to post-click experiences, which gives them a visual map of the campaign like no other platform can.
- Automated Creation gives users the ability to capture personalized content into blocks and automate the creation of hundreds of landing pages optimized for maximum conversions. Plus, edit groups of landing pages all from one place.
- Optimization & AI enables PCA users to gather data with dashboards and heat maps and then use it to boost conversions with built-in experimentation. At its conclusion, the system automatically updates your page layout as our system gets smarter and recommends content based on machine learning conversion insights.
- Personalization gives advertisers a way to segment their post-click experiences like they segment their ads, with UTM parameters that can offer a unique post-click experience based on the traffic characteristics.
Customer results using post-click automation
Some of the world’s biggest brands have used PCA to scale personalization.
Verizon averaged two to three unique experiences per visitor. With the size of their customer base, they couldn’t personalize at scale with an ordinary builder. With the Postclick team, they decreased cost per conversion by 53%, reduced cost per click by $1.42, and increased conversion rate by 68%:
HelloFresh was expanding into new markets, which made it difficult to provide the same level of personalization when the audience had grown exponentially. When the engineering team got bogged down in requests to adjust landing page content, they partnered with our post-click advertising experts. That resulted in a 33% reduction in landing page production time, and a 30% increase in CVR:
Eurosport operates across 54 countries in 21 languages, bringing sports like cycling, tennis, soccer, and even the Winter Olympic Games to our screens. In some cases, personalization is a choice for businesses, but it’s not for Eurosport. With no option but to offer the right program in the right place to precisely the person who wants it, Eurosport chose to scale their personalization. After, they saw a 30% uplift from personalization, a 20% increase in conversion rate, and a 90% reduction in landing page production time:
Improvements in conversion rate depend on a variety of factors, including industry, use case, and advertising channels in use. What matters most is increasing relevancy at scale, i.e., personalization.
With a dedicated team of experts that integrate with your business, Postclick is a tech-enabled service that delivers advertising conversions.
Now you can get the power of relevancy and scaling personalization without the learning curve, production costs, or the integration struggles with team and tech. When you partner with Postclick, a team of dedicated experts caters to your business in a relationship built on conversions. Generating them and improving them is the main focus of specialists with years of experience in strategy, design, and implementation.
Postclick provides a scalable solution to the advertisers whose production costs are too high to create personalization at scale. Every audience deserves a dedicated post-click experience, no matter how big that audience is. And when brands provide that experience, even a small improvement in relevance can mean major gains in the bottom line.
Technology, process, and conversion science can help you improve your results. For a complimentary analysis of how much Postclick can increase your advertising conversion results, contact the Postclick team.