Here’s How Google Uses Paid Search Ads with Dedicated Post-Click Experiences to Sell Software (4 Examples)

Last updated on by Ted Vrountas in Google Ads, Landing Page Examples, Marketing Personalization

Above all others, Google’s objective is to improve the user experience. Better search results, faster loading speeds, more effective ads — they’re just a few of the priorities of Google products.

Today we examine another area Google is increasingly prioritizing across products: The post-click experience. Through these six examples, Google shows how they connect ads in the pre-click stage to landing pages in the post-click stage. Discover the elements that make seamless campaign below (and learn what to avoid, too).

Google Optimize post-click experience

Searching for Google Optimize returned this ad from Google, which does a great job of using the copy to its advantage. The search term is in the headline, and so is the word “Free,” which is one of the most powerful words in advertising. The rest of the headline contains a benefit, too: Improve Site Conversion Rate.

Below, copy elaborates on the offer: You can run A/B tests with Google Optimize, learn what works best to drive conversions, and you don’t even need to know how to code.

Clicking the headline will take you to this page:

From top to bottom, the design is well-organized. And though the headline doesn’t match the message of the ad perfectly, there are other signals for the user that indicate they’ve landed in the right place: “Google Optimize” is written above the headline, and the copy below resembles the copy in the ad.

First, there’s the headline, which speaks directly to the user with the word “Your,” and presents a benefit that rewards the user for making a good decision by converting before they’ve even converted. By choosing to use Google Optimize, it communicates, you have already improved your website. This is as powerful a guarantee you can get without the word “guarantee.”

Below, copy reiterates that you can grow your business by testing content without even needing to code. Then, a CTA button compels the user to click with the word “Free.” This is a reminder to the user that converting brings no risk. Supporting the copy are four benefits below, in skimmable chunks of copy, followed by a glowing testimonial complete with convincing statistics about the effectiveness of Google Optimize. Lastly, another CTA reminds the user that converting is free and carries no risk.

Google Ads post-click experience

The headline of this ad relates to the search of the user, which in this case was “Google Ads.” “Official Site” communicates to the user that by clicking, they’ll arrive on a site operated by Google and not an affiliate. This boosts trust. The last part, “AdWords is now Google Ads,” is an attempt by Google to again to boost trust by aligning the new brand “Google Ads” with the older one advertisers have trusted for years. Clicking the headline will take you to this post-click page:

The first thing you’ll notice about this experience is it loads quickly. When even a few seconds can mean a major drop in traffic, this is a must for all post-click pages. As the page loads, you’ll notice the big, bold headline. It doesn’t match the message of the ad word for word, but it’s close, and it contains a benefit: Grow your business with Google Ads.

The example used above the fold — a search for dance classes — continues down as the user scrolls, switching from desktop to mobile in the process and showing the visitor how an ad for that search would look. Chunks of copy explain more benefits of using Google Ads, and then a video testimonial touts the product from a customer standpoint:

YouTube Ads

Searching “YouTube ads” in Google returned this ad, which, like the ad above it, uses “Official Site” to align the ad with a trusted brand. The rest of the headline doesn’t do much to sell the product. Below it, copy does a better job: “valuable audiences,” “the world’s largest video platform,” “reach the right customers,” “attract new customers,” and do it on a budget of your choosing.

Clicking the ad takes you to this page:

At first, it appears this page is free of distractions. However, a closer look reveals a hamburger menu next to the logo in the upper-left. The headline “Be seen where everyone is watching” takes some elements from the copy in the ad, but the headlines could be closer matched. Below it, the copy mentions YouTube ads and presents the benefit of ads on the platform: be seen, compel clicks, and only pay when audiences show interest.

Finally, three more calls-to-action, two of which are identical to the first, attempt to get visitors to create a video or start advertising. The third tries to get people to call support. A full footer below all these, combined with a navigation menu at the top of the page, is likely too distracting to visitors of the page.

Google AdSense

Searching “Google AdSense,” Google’s solution to help publishers maximize ad space, revealed the paid advertisement above. Unlike the others, this headline does not use “Official Site” but does include a ™ symbol to indicate the authenticity of the brand, accompanied by the official URL www.google.com below. The rest of the headline, “Make the most of your content,” is a little too vague. Even “Maximize your revenue” in the extension below is a more specific and appealing phrase.

Accompanying copy makes it clear that AdSense is about monetizing the space on your website. Continue, and you’ll notice other benefits, like ads that adapt to your users and their devices, revenue optimization, and full control over your campaign.

Clicking the headline will take you here:

Immediately, it’s easy to see the message match between headlines of the ad and the post-click landing page don’t match up. However, other signals communicate to the user that they are where they’re supposed to be after clicking the ad, like the “Google AdSense” logo, and the official company URL (still, it’s best to match the message of your ad for trust and consistency).

Instead of anything related to monetizing your website, the headline reads, “We value your content.” Spun to be more customer-centric and less Google focused, it might read: “Your content is valuable.” Below, copy positions AdSense as the place to go to monetize existing content quickly.

Adding to their credibility, Google includes a brief testimonial from a happy customer, and, scrolling lower, you’ll see three more benefits to using AdSense before a final call-to-action to get started:

Start creating post-click experiences like Google

No matter what the product is or who’s shopping for it, your post-click landing pages must match your ads. A personalized ad demands an equally personalized post-click page. Without one, you deliver a mismatched user experience.

In a time when every customer expects meaningful personalization, driving traffic to a homepage or a pricing page means leaving revenue on the table. Fortunately, you don’t need the manpower of a company like Google to create a dedicated page for every ad. Post-click automation can enable even the smallest teams to scale personalization. Find out how with an Instapage demo.

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