As a digital advertiser, you know about sophisticated targeting available to your campaign efforts. Things like Lookalike Audiences, negative keywords, job titles, location, ad copy adjustments, testing ad visuals, etc. These pre-click strategies are certainly helpful to segmenting your audience and generating more ad clicks, but only serve one-half of the conversion equation.
The click doesn’t mean much unless you convert that click. The post-click stage is lacking, and has been for quite some time.
Fortunately, post-click automation now exists where you can connect both the pre- and post-click stages of the advertising conversion sequence — and do it all at scale.
A recent interview with Instapage Founder & CEO, Tyson Quick, gives more detail about this new category of technology.
What is post-click automation (PCA)?
TQ: Post-click automation™ is a new technology category created to help digital advertisers automatically increase conversion by bringing together landing page creation, content personalization, split testing, and ad-to-page mapping technologies into a single unified system:
Historically these technologies existed in separate silos. Together they form a “conversion assembly line” for the post-click stage in the customer acquisition funnel:
How is it different than post-click optimization?
TQ: Post-click optimization is more of a manual process of increasing conversions by leveraging various technologies like traditional landing page builders and A/B testing tools.
PCO also does not automate the delivery of a personalized experience based on what ad was clicked-on as it does not utilize ad-to-page mapping technology.
You could say that PCA is the evolution of the more manual PCO process.
Why is post-click automation a new category of technology?
TQ: Prior to PCA, powerful technology solutions were built to reach unique personas for ad clicks, collect/nurture unique leads, processes ecommerce purchases, and manage customer relationships. However, nothing had been purpose-built to deliver highly personalized conversion experiences to these unique ad-click visitors at scale.
Without this technology, there is almost always a failure in convincing ad-click visitors to transition into a purchase or lead:
Why is post-ad-click such a big problem that needs to be solved?
TQ: This year digital advertisers will spend over $300 billion to generate online attention and ad-clicks. However, for Google Ads alone, less than 4% of that investment (on average) will turn into a lead or sale:
Not only is this a monumental waste, but because of this, most of the money is funding negative customer experiences that put the entire advertising industry at risk for irrelevancy. And without advertising, the global economy would struggle to function.
Because of this, delivering relevant experiences to potential customers when they do choose to engage with advertising is of utmost importance.
You say personalization is key, but isn’t that just dynamic keyword replacement?
TQ: No, not at all.
Personalization is more about matching the narrative and context of a potential customer right after they click your ad. Let me offer an example…
You could match a keyword from an ad to part of your main headline. But what if a mobile device using millennial clicked on your ad, and they’re provided with a post-click experience built for desktop and for your primary baby-boomer persona? That visitor is going to exit faster then they clicked on the ad.
Worse yet, you’ve not only wasted your money but will have likely turned that potential customer away for good.
Dynamic keyword replacement was an oversimplified and outdated solution for a complex problem.
What makes Instapage unique to answer this advertising conversion problem?
TQ: Instapage is the first company to deliver a complete post-click automation solution.
While other companies focus on part of the post-click process such as building a landing page or manually A/B testing, Instapage brings together all of the technologies required for aligning sophisticated advertising targeting with personalized post-click experiences at scale.
Download the post-click automation ebook for the biggest ways Instapage automates advertising conversions:
See how Instapage automates advertising conversions
For too long, the digital advertising industry has focused on the pre-click stage but neglected what happens after the click. The post-click stage deserves more attention.
With technology increasingly becoming more automated — and with as much money is spent globally on ads — you deserve better conversion rates and to save time in the process.
See how to do just that with Instapage, and how customers generate up to 4.2x more conversions than the industry average.