How Apple Uses Segmented Display Ads with Post-Click Experiences to Disrupt Financial Services & Increase Conversions

Last updated on by Stephanie Mialki in Landing Page Examples, Marketing Personalization

In August 2019, Apple partnered with Goldman Sachs to release the Apple Card — a credit card linked to Apple Pay and built into the Wallet app, but still used as a traditional credit card.

To educate online users about the new card, Apple shows a variety of segmented PPC and display ads. Not only that, but the company connects its ads to a personalized post-click Apple landing page that continues the same story narrative from the ad.

Here are a few examples to demonstrate how Apple’s advertising strategy focuses on post-click automation.

How Apple uses segmented ads and post-click experiences

Example 1: “No fees” display ad

This banner ad highlights the main difference between Apple Card and others: Apple Card has no fees, while other cards have a wide variety of fees:

It does a great job of quickly highlighting the “no fees” message, and before continuing the same story narrative on this post-click Apple landing page:

For example, there’s information about Apple’s cash back system and how it offers daily cash back compared to other companies who typically offer it monthly. The app image helps to demonstrate this and prove that it’s legitimate:

Next, is information about how Apple Card estimates how much interest users owe, and suggests an amount to help them pay off the balance faster — something most other credit cards don’t do. The image helps demonstrate how the feature works:

Example 2: Privacy display ad

This display ad design is similar to the previous one (Apple Card vs. not Apple Card), but delivers a different message:

Clicking the ad takes prospects to this post-click experience where the privacy story continues:

The card image next to the headline highlights the high level of privacy Apple offers its cardholders as well.

It describes the secure Apple Pay technology (the unique device number stored on users’ phones and Face/Touch ID for purchase authorization). It also explains that Apple doesn’t store detailed purchase information, and Goldman Sachs doesn’t share or sell data for third party marketing or advertising.

Further down is content about Apple Card being a smart credit card, allowing users to see their purchases by category or location, and review weekly/monthly spending summaries. The app image also helps demonstrate how the feature works:

Compare these examples to the Apple homepage

Apple has the right idea not sending its Apple Card ad traffic to a homepage because homepages don’t typically deliver a unique, personalized post-click experience to a segmented audience. Instead, homepages are designed as browsing experiences, providing an overview of services.

Look at the Apple homepage, for example:

It’s clear the Apple homepage is designed to be a comprehensive browsing experience for all visitors, unlike the post-click experiences above that both provide a 1:1 conversion ratio for segmented audiences.

Create cohesive ad-to-post-click experiences

Personalizing ads is absolutely necessary. However, it’s equally necessary to personalize the pages they direct traffic to and create one cohesive, experience like Apple Card does. Not doing so will likely waste your ad clicks and budget.

Follow the Apple Card examples above to start designing your own segmented and personalized ad-to-post-click experiences. Then schedule an Instapage Enterprise Demo to create personalized post-click landing pages at scale.

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