Citibank Creates Ad-to-Page Relevancy with Segmented Ads & Post-Click Experiences (Examples)

Last updated on by Fahad Muhammad in Landing Page Examples, Marketing Personalization

Creating a segmented post-click experience involves serving the most relevant page to every traffic segment that clicks an ad. This means instead of linking every ad with a generic landing page; you must create, personalized post-click experiences.

Connecting every ad with a matching personalized experience after the click helps turn ad clicks into advertising conversions.

We recently did a rundown demonstrating how Square segments and personalizes post-click experiences, today we focus on Citibank.

How Citibank segments post-click experiences

As a global brand offering many financial services, Citibank uses segmented post-click experiences for audiences looking for a variety of solutions the bank offers. To demonstrate, today we’ll look at home loan financing, checking accounts, and a display ad for homeownership.

Example 1: Home loan financing

When a search user enters “home loan financing” they see this Citibank ad #2:

The ad talks about finding the right home loan, viewing the rates online, and giving users personal attention — all backed by 35+ years experience:

Here’s the Citibank post-click page visitors come to after the ad:

Example 2: Checking accounts for people in California

Meanwhile, this Citibank ad shows up when you search for “California checking account:”

The ad headline highlights how visitors can earn up to $600 by opening an account online today, while the ad copy gives details of other perks a Citibank checking account holder receives.

Search users see this page, post-click:

Example 3: Mortgage rates

Now let’s look at one of Citibank’s display ads and its corresponding post-click page:

Compared to Citibank’s homepage

Compare all the personalized experiences above with someone searching for Citibank by name. In this particular search, Citibank does not run ads on themselves, so instead of clicking a paid search ad for the bank, users click the organic link and go to the homepage:

Citibank understands that converting a specific offer on the homepage is very unlikely, so it doesn’t focus on a dedicated offer. Instead, the homepage gives a comprehensive overview of their services and provides multiple ways for people to browse for the content they wish to consume.

Get better results by connecting ads with segmented post-click experiences

To avoid wasting ad spend (and clicks) depends on the post-click experience you provide audiences. The Citibank examples showcased above explain how segmenting post-click experiences helps them create relevance between the ad and each post-click page.

Homepages are not personalized for specific audiences; they are created for users looking to discover the brand. Meanwhile, a personalized post-click experience is a natural extension of the ad, and each page element lets the visitor know they’ve come to the right place.

Get an Instapage Personalization demo and see how Instapage empowers you to segment your post-click experiences like never before.

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