Political ads have been in full swing — both on TV and across the web — as candidates are vying for votes, hoping to make an impression, and inspire action that could change the course of future events.
To be successful online, politicians’ campaigns must convey the same narrative from ad to post-click experience. That way, user expectations are met, and candidates establish trust and credibility with voters — two essential goals in politics.
Since last week’s State of the Union address, you probably noticed candidates running ads in response and how they would solve each topic. Michael Bloomberg has been doing just that.
How Michael Bloomberg uses segmented ads & post-click experiences
We can tell the following Bloomberg ads are segmented to a specific audience because they are:
- Contextually relevant since the State of the Union just happened the first week of February.
- Displayed on The Washington Post website which is filled with articles about the State of the Union. So naturally, they are being shown to people who are likely already interested in politics.
- Branded with Bloomberg’s logo and similar colors, letting online users know they’re all part of the same campaign:
The three ads work together to tell one cohesive story:
- The “real” state of the union is currently a nation divided by Trump
- The nation needs a leader who will bring people together
- Mike Bloomberg will put an end to the chaos
The post-click experience
Each ad leads to this post-click experience, which continues the story from the ads:
- What is the offer? — The page tells the same focused story narrative as the ads, offering prospects the opportunity to team up and support Bloomberg if they agree it’s time for a change.
- Why take action? — The reason for taking action is the conveyed throughout the entire campaign: because the real state of the union under Trump is a nation divided and Bloomberg can fix it. There are three more specific reasons listed on the left side of the page: to end the lies, chaos, and corruption.
- Who is the page speaking to? — The offer is aimed at anyone who agrees it’s time for a change in leadership to move the country forward.
- How visitors can take action — Visitors can take action (likely to receive more campaign information and updates) by completing the short lead capture form and clicking the blue “I’m in” button.
Google search ad
A Google search for “Michael Bloomberg” shows this paid search ad:
The ad is highly relevant to the search because “Mike Bloomberg” or “Mike” appears in the:
Clicking the headline takes prospects to the Mike Bloomberg homepage, but they see a splash page to opt-in to his list before proceeding to his website.
- What’s the offer for? — The purpose of the splash page is to persuade people to support and team up with Bloomberg. It promises visitors that “Mike will get it done” with enough support from others.
- Why support Bloomberg? — This part of the story is conveyed through the short paragraph beneath the headline. It explains that Bloomberg has already accomplished some tough challenges, but can’t become President without support.
- Who is the offer for? — Similar to the previous example, the offer is aimed at anyone who’s ready for a nationwide change and wants to see Bloomberg as President.
- How can visitors join Bloomberg’s team? — Visitors can act on this offer by completing the lead capture form and clicking the “I’m in” CTA button.
Compared to the homepage experience
In contrast to the personalized post-click experience above, the Mike Bloomberg homepage isn’t quite as focused. Rather than having a 1:1 conversion ratio, it provides a comprehensive overview of Bloomberg as a person and politician while offering a full browsing experience:
- A header navigation allows visitors to easily navigate to other pages instead of converting directly through this page.
- The “Shop” CTA button is obvious at the top of the page, giving visitors an easy way to escape the homepage quickly after arriving.
- A vague headline might leave visitors wondering what they’re supposed to do on the page.
- Multiple, competing CTA buttons (See Mike’s Plans, More News, Listen Now, Shop Now, etc.) throughout the content demonstrate a full browsing experience.
- Social media links enable visitors to bounce from the page without any conversion.
- A footer menu provides additional external links allowing prospects to leave without converting.
Tell the same story from ad to post-click experience
Too many advertisers waste ad clicks and budget by focusing all their attention on ads and ignoring the post-click experience. In politics, especially, it goes even deeper than that. By failing to tell the same story narrative across both, you could miss your opportunity to influence people to act in a way that could impact future events.
Let the Bloomberg example above be your inspiration to start connecting each of your pre- and post-click experiences. Then request an Instapage Enterprise Demo today to see how you can create dedicated post-click landing pages at scale for each of your segmented audiences.
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