Report: 2021 State of Ad Personalization
atlantic-go-new-place

198%

Conversion rate uplift

24

Unique post-click experiences

-55%

Cost per acquisition

Company

Atlantic Relocation Systems (ARS) provides moving, shipping, and storage services for residential and commercial clients in 13 regions across the country. ARS coordinates local, interstate, and international moves, as well as offering warehouse storage, corporate office relocation, and logistics.

Location

Atlanta, GA

Industry

Logistics and Transportation

Employees

750+

About Atlantic Relocation Systems

Atlantic Relocation Systems (ARS) provides moving, shipping, and storage services for residential and commercial clients in 13 regions across the country. ARS coordinates local, interstate, and international moves, as well as offering warehouse storage, corporate office relocation, and logistics. Atlantic Relocation Systems’ dedication to customer service has earned them a ProMover designation from the American Moving & Storage Association.

The situation and business challenges

ARS specializes in logistics, moving, and transportation services across multiple locations in the Western Hemisphere. ARS’ advanced logistics and moving teams enable them to arrange specialized moving services, from residential home moving to corporate office moves. Their service offerings can vary from region to region.

ARS has a nationwide audience of potential customers for their residential and commercial moving services, as well as their other lines of business. The company leveraged Google ads to drive sales for each of their verticals in every location. But this meant multiple ads to manage across each vertical, leading to high ad spends for core business like residential moving services.

ARS saw an opportunity to improve their ad experiences by personalizing their ads to each geographic region where they have a presence. They knew that creating a personalized post-click experience for each region would connect potential customers with the right service for their needs, without any confusion about which services were available. However, ARS lacked the internal capacity to build these experiences for their offerings in each region.

ARS turned to Postclick to help them implement solutions for their residential moving services.

Relevant post-click experiences boost conversions via geo-specific ads

The Postclick Professional Services team helped ARS identify opportunities to improve their advertising strategy. The team conducted a thorough analysis of ARS’ ad success to date. Through this process, the team identified ARS’s residential moving sector as a priority, especially since it drew the highest ad spend among verticals.

The Postclick Professional Services team worked with ARS to understand their advertising goals for residential moving services. In this evaluation, the team worked to understand the ARS brand identity. Postclick’s team of conversion experts used these conversations to develop marketing personas and narratives for potential ARS customers.

Before partnering with Postclick, ARS did not tailor their ads to each of the geographic regions in which they operate. The Postclick Professional Services team recommended that ARS build relevant landing page experiences for each of their geo-specific ads. Postclick also suggested new conversion-focused design elements and a refreshed brand aesthetic to improve conversions.

Postclick’s design team created personalized ad-to-page experiences for each of Atlantic’s geo-specific regions. Customers in each service area could now see landing pages specific to them, making it easier to find the offerings they need. Postclick’s engineering team provided ARS with tracking and QA tools to monitor the success of their residential moving ads. Using insights from these tracking tools, Postclick can optimize and improve landing pages to continually optimize for conversion.

Postclick Results

After implementing personalized ad-to-page experiences for every geographic region, Atlantic saw an initial boost in conversions that steadily increased over time. Currently, Atlantic has achieved a 198% increase in conversions.

Postclick also streamlines the process of tracking and managing ad campaigns. Postclick’s scalable landing pages make it easy to monitor and update multiple landing pages at once, and ARS can view the success of their campaigns anytime on the Postclick client dashboard.

ARS has now developed a refreshed visual design for their landing pages based on best practices for conversion. According to ARS President Jon Schroeder, “Postclick captured the look and feel of our online advertising, but optimized it for higher conversions.” Along with the increase in conversion, Atlantic has seen a 55% decrease in CPA, lowering costs for what was previously their highest ad spend.

ARS has been very satisfied with their investment in Postclick. Schroeder credited Postclick for “dramatically improv[ing] our advertising efficiency.” ARS now intends to expand their work with Postclick to create post-click experiences for their other lines of business, including their commercial moving services and their Affinity Vault product.