But it’s not a matter of increasing spend to “get more clicks.” The mentality should be to increase conversions and get a higher conversion rate.
Too many companies settle for subpar results; part of the problem is that pre-click continues to dominate the attention. Post-click is where the conversion happens.
In completing our interview series, today, we talk with post-click conversion writing experts Dan Nunes, Suzan Revah, and Erik Smolin in how they continue the ad narrative using persuasive messaging.
What are your roles with Postclick?
ES: As Senior Copywriters at Postclick, our focus is on the post-click side of digital advertising, specifically conversions. We create relevant, highly-personalized, landing page experiences for each of our clients’ ads and audience segments — leading to a marked increase in their return on advertising investment.
What is your advertising copywriting experience?
DN: I started as an advertising copywriter for a consumer electronics retailer in the Bay Area writing product copy for bi-monthly print advertising campaigns and scripts for broadcast media commercials.
Next, I worked for an events company, Softbank Forums, on exhibitor and attendee marketing campaigns for Networld+Interop and Comdex. I then transitioned into the digital space as a website copywriter with a couple of early dot.com start-ups.
And for the last 15+ years, I’ve worked on digital, video, and print campaigns for large enterprises, Check Point Software (network security software), Autodesk (design software), and most recently, Riverbed (network and applications performance hardware/software).
SR: Mostly in-house creative and marketing agencies, with a specialization in re-brands. My content journey began in journalism, before turning to user experience and content strategy, then content marketing. I ask a lot of questions!
ES: I’m a digital advertising expert specializing in conversion-centric copywriting. I have more than 20 years of experience working both in-house at large Bay Area-based tech companies and boutique advertising agencies.
What makes your copywriting team unique from an agency team?
DN: Our team provides decades of combined experience that gives us the ability to understand different industries while diving deep into what makes our clients business unique in their market. We employ a data-driven approach based on targeted audience segments that leverage psychology backed persuasive writing techniques to create high-converting advertising and landing page copy.
SR: We bring a certain objectivity to the equation because, in a sense, we are “client-agnostic.” We have a specific approach that is data-driven, approaching the landing page experience from both a quantitative and qualitative perspective to drive out the most compelling narrative.