The race for the White House is in full swing as candidates from both sides are doing their best to make great impressions with voters, gain trust, increase donations, and earn votes. For each candidate’s digital advertising teams, this means they are segmenting ads with dedicated post-click experiences.
When the ad and post-click page tell the same narrative, candidates have a better chance of convincing prospects to convert on an offer.
Example 1: Facebook donation ad
To collect campaign donations, Elizabeth Warren uses the following Facebook ad:
The ad discloses that the campaign is getting closer to its $7 million fundraising goal and that the prospect could donate a minimal amount of $2 to get a thank you call from Elizabeth Warren.
Clicking through the ad brings the user to this post-click page:
- What is the offer? To generate donations. Since the ad and post-click page both talk about donations, the user knows they’ve landed at the right place.
- Who is the offer for? The messaging in both the ad and post-click experience is crystal clear.This page is meant for people who want to donate to Elizabeth Warren’s campaign.
- Why donate? The headline and copy convey to the user that Elizabeth Warren is counting on them to power the grassroots movement. All the prospect has to do to become a part of the movement is to chip in. The headline, “Elizabeth is counting on you” invokes an emotional response in users who are passionate about the movement.
- How can visitors donate? The multi-step form is straightforward. Users first choose/enter the amount they want to donate, which takes them to a page where they enter their personal details and finally to a page that asks for their payment details.
Example 2: Facebook donation ad to “Chip in Now”
Another Facebook ad attempts to collect donations:
The ad’s messaging is clear, meant for audiences who are interested in donating to the candidate’s official 2020 campaign. They have the option to donate as little as $2.
The ad directs visitors to this post-click page:
The post-click page uses a different headline and green background in place of an image, but follows the same format as the donation page earlier. The branding of this post-click page matches the ad that preceded it.
Google search ad for “Elizabeth Warren”
A Google search for “Elizabeth Warren” shows this search ad:
The ad copy highlights Warren’s key messaging; she is “fighting to rebuild the middle class.” It also clarifies that clicking the ad will help the prospect join Warren’s campaign and learn more about why she’s running for President.
The paid ad takes prospects to three separate post-click pages:
- The search ad headline directs users to a splash page before taking them to the main website page.
- The sitelink extension “Donate” takes users to a contribution page.
- The “Volunteer” extension also takes them to a dedicated volunteer page.
Search ad headline
Clicking the search ad headline lands users on this splash page:
- What is the offer? The page encourages visitors to chip in for the campaign and support Warren in the election.
- Who is the offer for? The offer is for visitors who are interested in learning about Elizabeth Warren’s campaign. They have the option of either selecting/entering a donation amount or simply clicking the “continue to ElizabethWarren.com” link at the top right corner and proceed to the main website.
- Why should visitors donate? The background image shows Warren speaking and her supporters cheering her on, which helps visitors see that her campaign is popular. Moreover, the copy highlights that she is in second place according to the latest CBS poll and that by donating, she can win the election.
- How can visitors donate? The form is straightforward and multi-step, similar to the forms on other donation pages.
Clicking the “Donate” sitelink extension
The “donate” sitelink extension directs visitors to this post-click page:
- What is the offer? The page asks visitors to donate any amount they want either selecting a predetermined amount or entering a specific amount they wish to contribute.
- Who is the offer for? Users who believe in Warren’s grassroots campaign, and are willing to contribute to her cause.
- Why should visitors donate? The copy explains that Warren is fighting for big structural changes and she is depending on grassroots donations to get here there – every campaign donation counts.
- How can visitors donate? Completing the short multi-step form.
Clicking the “Volunteer” sitelink extension
The “volunteer” extension sends the visitor this post-click page:
- What is the offer? The page offers visitors the chance to join the grassroots movement and volunteer for Warren’s campaign.
- Who is the offer for? Users who believe in Warren’s platform and are willing to contribute their time and participation to support the grassroots movement. The copy explains that every volunteer will be contacted by Warren’s team, who will let them know how they can help out. The information visitors enter in the form will help define the role they’d like to play.
- Why should visitors volunteer? The copy explains that as the election progresses, Warren will need to get volunteers organized in cities and states all across the country. People who believe in her grassroots platform can sign up to volunteer, and they’ll be informed about the exact actions they need to take.
- How can visitors volunteer? The form collects the necessary information Warren’s team needs on the volunteers and is easy to complete.
Create dedicated post-click experiences to earn more conversions
There’s one main takeaway from Elizabeth Warren’s campaign pages — each ad and post-click experience need to tell the same story. All of her campaign ads take visitors to unique post-click experiences that persuade them to take action on the page.
Request an Instapage Enterprise Demo today to see how you can create dedicated post-click landing pages at scale for each of your segmented audiences.