Look How Boomi Segments Their Ads & Post-Click Experiences for Different Audiences

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

Most ad clicks don’t convert – in fact, only 4% of ad clicks actually convert.

That’s a bleak stat, and one of the primary reasons 96% of ads don’t convert is because advertisers don’t continue the story narrative from ad to post-ad-click page. This is paramount to earning conversions because you continue the message throughout the pre- and post-click stages by providing relevancy.

A disjointed pre-click and post-click experience confuses prospects because the expectations they set with the ad are not met on the post-click page — so they don’t convert. To convince visitors to convert, you must create segmented ads and unique, personalized post-click experiences.

Let’s see how Boomi continues the same narrative from ads to post-click pages.

Google search ad for ‘IPaaS’

When a user Googles “IPaaS”, they see this Dell Boomi ad:

The ad copy features information about the iPaaS Solutions, showcases a complimentary Gartner report that users can download, and talks about an SFDC Integration ebook. Upon clicking the ad headline, here’s the page the user arrives at:

Google search ad SFDC ebook extension

The SFDC ebook extension in the IPaaS search ad mentions easy Salesforce app integration:

When users click the ad extension they arrive on this post-click page:

Google search ad for ‘Boomi’s trial’

A user searching for a free trial for Dell Boomi sees this Google search ad:

The ad features two extension links, but the 30-day trial is precisely what the user was looking for. The ad copy is succinct, specifies the duration of the trial, and that the user can access all features and capabilities in the trial.

The ad extension directs to this page:

Retargeting display ad

When a user clicks a Google search ad and spends some time on the post-click page, Dell Boomi begins retargeting them on various websites with display ads. One of those ads features a Forrester study, the ad headline showcases a success stat for the platform:

The banner ad takes users to this post-click page:

Another retargeting ad the company uses features their free trial offer:

The free trial ad directs visitors to the same post-click page the free trial extension featured above was connected to. Both pages highlight the same offer, so it works for both ads.

Boomi’s homepage: a much different story

When a user searches for the company name instead, their post-click experience is quite different. Since the search phrase is general, they are sent to Boomi’s homepage, which is generalized to anyone who might be interested in the brand for any service they offer:

Boomi’s homepage is designed for a browsing experience and is not dedicated to a single offer like the other post-click experiences featured above. Here’s why:

Unique post-click experiences turn ad clicks into conversions

To convert more than 4% of ad clicks you can’t ignore the post-click experience. Continuing the story narrative from ad to page can make all the difference for your campaigns.

Stop using generic landing pages and provide relevant post-click experiences likeDell Boomi does with their search and retargeting ads.

To create unique post-click experiences with Instapage and establish 1:1 page relevancy, sign up for an Instapage personalization demo today.

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