How Square Creates Segmented & Personalized Post-Click Experiences

Last updated on by Fahad Muhammad in Post-Click Automation, Marketing Personalization

Geo-targeting, smart bidding, ad scheduling, and targeting audiences by browser and device types — these are just a few of the many options available to create personalized ads. And while personalized ads might get you clicks, they don’t guarantee conversions.

To translate ad clicks into conversions, you need to connect the ad with a matching personalized post-click landing page.

What is a personalized post-click landing page?

A personalized post-click landing page involves creating a dedicated experience for every user. Personalization aims to serve the most relevant post-click page to each traffic segment, instead of simply finding a random page to be shown after they’ve clicked an ad.

When you don’t send your audience, ad group, ad traffic to a highly segmented post-click landing page, you essentially tell your potential customers that you don’t understand or care about what they were looking to accomplish when they clicked the ad.

Let’s see how Square segments their post-click landing pages.

How Square segments post-click landing pages

Square uses segmented post-click landing pages for audiences looking for different services the payment platform offers. For example, when a search user researches “mobile POS system” they see this Square ad:

The ad headline talks about how the POS system is powerful and free. The copy lets the user know further details about the POS system, it’s easy to use, with quick set-up, it works online, etc.

Here’s the Square post-click page visitors come to after the ad:

When the user clicks the CTA button they see this clutter-free, dedicated signup page that is quick and easy to complete:

Compare that personalized experience with someone searching for Square by name. In this search, the company does not run ads on themselves, so instead of clicking a paid search ad for the company, users click the organic link and see the homepage post-click:

The chances a visitor converts when they land on a homepage are pretty slim because someone searching for a POS system only wants information about that and nothing else.

Here’s another Square ad that shows up when you search for a “payment processing system:”

The visitors are directed to this page post-click:

Now let’s look at Square’s eGift cards ad and post-click page:

Imagine what the user would feel if all the ads brought them to the Square homepage instead of segmented post-click landing pages?

They are likely to feel frustrated and abandoned because they wouldn’t get what they wanted when they clicked the ad.

Connect ads with segmented post-click landing pages

To generate advertising conversions and avoid wasting ad clicks, you can’t neglect the post-click landing page. You must devote as much time to the second stage as you do the pre-click stage. Square demonstrated that today because they realize segmenting post-click landing pages is the most strategic advertising step you can take.

Homepages are not personalized for specific audiences; they are created to give users a browsing experience and help them discover what they are looking for. Meanwhile, a personalized post-click landing page is a natural extension of the ad; each page element lets the user know they’ve come to the right place.

Get an Instapage personalization demo and see how the platform enables you to segment your post-click landing pages like never before.

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