Look How Dropbox Uses Segmented Ads & Post-Click Experiences (Examples)

Last updated on by Stephanie Mialki in Post-Click Automation, Landing Page Examples

Advanced targeting technology allows advertisers to serve highly personalized ads to audiences based on demographics, online behavior, previous engagement, stage of the funnel, and more. This naturally helps maximize ad clicks — however, more than 95% of those ad clicks don’t convert.

To maximize conversions, advertisers must be able to deliver post-ad click experiences that continue the personalized journey as quickly and easily as they create ads.

Dropbox is one company that understands that connection. As a file hosting service that offers cloud storage, file synchronization, personal cloud, and client software to more than 500 million users (including 400,000+ business teams). They recognize what’s necessary to convert prospects into customers: dedicated, unique post-click experiences…

Let’s see how each segmented ad uses a dedicated Dropbox landing page and analyze the story each provides the visitor.

How Dropbox uses segmented ads & relevant post-click experiences

Unique post-click experiences go beyond simple message match consistency and dynamic text replacement. It’s about connecting the pre-click and post-click stages by telling the same story in both.

Example 1: Dropbox Business document storage

A Google search for “document storage” produced this PPC search ad that would likely show to prospects towards the top of the funnel who are in the market for different ways to store their digital files:

The ad headline summarizes how prospects can use Dropbox as online document storage, just as they were looking for based on their search. The display URL indicates the ad is relevant to the search query and matches the headline. Finally, the description copy details the entire document storage system with its ease of use, security, sharing capabilities, mobile access, customization, etc.

Once clicked, prospects are brought to the next stage of the customer journey — the post-click landing page — which continues the relevancy:

The page very clearly tells the brand’s story as it relates to document storage:

Or they can skip the trial and go straight to purchasing the standard, advanced, or enterprise Dropbox Business package:

Example 2: Dropbox Plus

Here’s another post-click page Dropbox uses in the sequence that prospects land on when they click the Dropbox Plus extension in the Google search ad above:

Again, it tells a detailed story to a specific buyer persona, rather than explaining everything Dropbox offers customers:

Both examples demonstrate that Dropbox is segmenting their ads to prospects who are in the market for a way to store their files and documents in a safe place online.

Compared to non-segmented ads & the homepage

When people search for the company name instead, they don’t have a similar experience. They’re still shown a paid ad, however, even the ad message is different from the previous example:

Neither the headline nor the display URL says anything about document or file storage, because that may not be what the searcher is interested in. Instead, the ad is vague and only mentions the company name, website, general qualities, and a few features.

Clicking this ad takes users to the Dropbox website instead of a personalized 1:1 post-click experience:

Follow Dropbox’s example and provide unique experiences for each ad

Part of your job as a digital advertiser is to segment audiences and deliver the most relevant, personalized content at all times. It’s equally as important to provide matching, unique post-click experiences to those audiences, so there are no gaps in the customer journey. Take a cue from Dropbox and segment your ads and provide dedicated pages for each target audience.

To see how Instapage Personalization can do just that, get a demo today and learn why customers see 4x the average conversion rates.

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