How to Get Your Manager’s Approval for a Post-Click Automation Solution

Last updated on by Ted Vrountas in Post-Click Automation, Advertising

Post-Click Automation (PCA) software comes with countless benefits. And when you’re on the receiving end of those benefits, it’s easy to feel like a new tool is justified.

But the purchase of B2B software cannot be done without buy-in from management. So, what are the benefits to designers, and how do they translate to the rest of the organization? Here are some helpful arguments, depending on your role in the post-click design process:

PPC Managers

On networks like Google, Bing, Yahoo, Facebook, LinkedIn, and beyond, PPC managers are responsible for running and maintaining paid campaigns. This starts with in-depth keyword research that will uncover the many ways people search for your product or service. It will also involve strategic bidding, reporting, and creative collaboration to build effective ads and post-click pages. Currently, though, PPC managers run into some obstacles to success:

Benefits to pitch management = Better personalization and attribution

Considering these problems, PPC managers can pitch PCA to their supervisors by emphasizing features like AdMap™, which allows you to integrate your Google Ads Account to automatically match the ads to specific landing pages. This way, every ad can be easily tracked from the ad through the landing page.

Assisting with the problem of matching each ad to a post-click experience is a Personalization Solution. With a UTM parameter generator, this feature allows PPC managers to match the relevance of their ad to a post-click page by filtering people to a page only if they match the set parameters:

To analyze their campaigns, PPC managers can highlight a robust dashboard that will offer insight into standard KPIs as well as determine the effectiveness of post-click experiences using a proprietary algorithm. Known as Postclick Score, this score is the percentage of unique experiences you have, compared to the quantity of ad groups + ads you have. Over time, this algorithm will become smarter by analyzing impact (spend, clicks, conversion rate) and more:

Together, these analytics provide PPC managers with the data they need to make key decisions about campaigns. Ideas for optimization, bidding strategies, and budgetary changes all start with data.

Copywriters

When persuading a visitor to click and convert, no role is more important than the copywriter’s. With input from designers and PPC managers, the copywriter forms the message of each ad and landing page by speaking the language of the consumer in the tone of the brand. But this process comes with its own set of problems:

Benefits to pitch management = Frees designers and ensures message accuracy

Copywriters can get approval from management in two ways:

  1. By highlighting the accuracy with which they’ll be able to create their message. If you’re actually writing on the page you’re writing for, the content will be that much more accurate, filling every design space and cooperating with existing content.
  2. You free designers and developers to work on more important projects with the ability to add your own copy. And that process won’t involve tedious copying and pasting. Instablocks™ — a tool that allows users to save elements to implant on pages later — will ensure that you only have create each block of text once.

Demand Gen Managers

Demand gen managers own the top of the funnel. And what every business at the top of the funnel needs is quality leads. To generate enough leads to fill the funnel requires a massive effort from the entire team: PPC, design, writing, and development. It’s the Demand Generation Manager’s job to ensure this team comes together to bring in the leads needed to satisfy bottom-funnel goals. Some of their challenges include:

Benefits to pitch management = More leads, fewer missed deadlines

The widespread coordination it takes to run a demand generation program costs far more resources than it should in the average business — even in an agile atmosphere. Meetings, no matter how quick, can interrupt production; email chains, no matter how short, can cause disorganization.

With a true PCA platform, though, demand gen managers can rely on a Collaboration Solution to leave and collect design feedback in a streamlined fashion. It enables every team member to work on the same page design at their own pace. They can leave comments on design elements, respond, edit — and with permission settings, a demand gen manager can ensure that stakeholders don’t overstep their role:

There’s no better tool for demand gen managers when it comes to meeting design deadlines without wasteful meetings or cluttered emails.

Designers

Designers are responsible for a campaign’s overall look and aspects of its usability. They ensure that images, videos, copy, colors — all the elements created by other members of the team — come together to form a cohesive ad campaign that guides visitors to conversion. This includes creating multiple versions of ads and pages for A/B testing, and improving upon elements throughout the campaign.

Benefits to pitch management = Professional design in a fraction of the time

For designers, PCA offers the ability to create pages quickly without sacrificing quality. First, an intuitive builder and conversion-ready templates take the pressure off, allowing other team members to add their own content without the need of a wireframe. Once this initial design is in place, designers can fine-tune with the help of pixel-perfect capabilities like axis lock, edge measurement, and mobile alignment, to give every page a finish that exudes professionalism and trustworthiness:

When the time comes to make design improvements to groups of pages, designers won’t find themselves tediously editing one at a time. Like Instablocks allows users to save an element to insert into a later design, Global Blocks allows users to save elements and import them into groups of pages, making any kind of widespread editing a snap.

Developers

Post-click pages are works of art. They have to look good, but they have to work well, too. Ensuring they do is up to developers, who spend their time sorting the nuts and bolts of web pages, minimizing errors, and maximizing their connectivity to other systems.

When users convert, it’s developers ensuring they’re passed to the next stage of the funnel. When they don’t convert, it’s developers ensuring they get retargeted on their favorite platforms. On top of quality assurance, developers often work to maintain A/B tests, which return important data for improving campaigns. As you can imagine, this work behind the scenes can come with some major complications:

Benefits to pitch management = More bandwidth for other projects

For developers, the benefits of PCA are less about what it enables them to do, and more about what it frees them from doing. With post-click automation, developers aren’t responsible for translating wireframes to live pages anymore. If you can use a mouse and keyboard, you can design a page. Which means any member of your team can build, edit, and publish.

Of course, you might assume that with more non-designers designing your page, the potential for more errors on the back end is higher. And resolving those errors still falls on developers. However, the builder ensures that every front-end edit is translated accurately to the back end of the post-click page. Automating this process means less fumbling around the back-end, which can actually reduce the number of errors made in the design process. And on the rare occasion there is an error to be resolved, a detailed audit log helps developers determine when and why it happened so it doesn’t happen again:

On top of QA, another part of campaign management that routinely falls on developers is the setup and maintenance of A/B tests. Normally, the process requires dedicated software to run, making yet more work of integration and maintenance in a growing marketing stack. With complete PCA solutions, though, the tool comes built-in, and starting the process takes only a few clicks.

Get the best PCA solution for your team

Today’s consumers demand meaningful personalization that can’t be found in the average campaign. To achieve a level of valuable relevance, you have to treat landing pages like you would ads: If you wouldn’t run the same ad for different audiences, you shouldn’t use the same landing page for different audiences, either. If you test and optimize ads, you should test and optimize landing pages, too. The only way this is possible is with post-click automation.

To learn more about what PCA, get an Instapage Enterprise Demo here.

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