The advancements in advertising technologies have made it easy for advertisers to micro-target ads, optimize, personalize them, and even create ads at scale. However, the same isn’t always true for post-click landing pages.
Post-click strategies have primarily been neglected, which is why most advertisers fail to convert a huge percentage of visitors who click their ads.
To guarantee that every ad click turns into a conversion, you must segment and personalize the user experience through to conversion. This involves creating personalized post-click landing pages for every traffic segment that clicks your ad.
Let’s see how Oracle creates a 1:1 ad-to-page experience by reviewing a few examples.
How Oracle segments post-click landing pages
Oracle is a multinational computer technology corporation that offers a wide variety of services. The company recognizes the importance of segmenting ads and creating unique personalized post-click landing pages to convert prospects into customers.
Google paid search for “integration service”
For example, when a search user looks up “integration service” they see this Oracle paid search ad:
The ad describes Oracle’s integration service offering, such as 3,500 free hours, IoT and SOA Cloud, etc. It also encourages prospects to start a free trial with Oracle to begin enjoying everything mentioned in the copy.
This is the Oracle post-click page visitors land on after the ad:
- Both the ad and post-click page headline maintain message match since they talk about Oracle’s integration service free trial. This consistency reassures the user they’ve come to the right place. The subheadline, “Get 1,700 hours and 250 GB of storage to play with” gives further insight into the integration’s benefits.
- The copy continues explaining the benefits of integration and what the user can do with the free credits, such as connecting to SaaS apps and exploring API-first blueprints and mock servers.
- The “Get Your Free Trial” CTA button copy tells visitors what clicking the button means.
- There are zero distractions on the page, so no off-page exit links like product pages or social media links that can take the user away from the integration service free trial offer.
Upon clicking the CTA button visitors see this dedicated signup page that is quick and easy to complete:
Google paid search for “PaaS hosting”
Here’s another Oracle paid search ad that appears when you search for “PaaS hosting:”
The ad copy describes the benefits of Oracle’s PaaS hosting and promotes the free trial offer. Here’s the page users are directed to post-click:
- The ad and post-click page headline mentions the free trial, again establishing message match.
- The image showcases a professional female which is relevant to Oracle’s services.
- The copy gives users a point-by-point breakdown what prospects can accomplish with the free trial, such as the opportunity to access compute, storage, and network resources
- No navigation links means visitors aren’t tempted to leave the page.
- The CTA button click takes the user to the same signup page earlier. This shows Oracle is still segmenting the post-ad-click experience even though they use the same signup page.
“Public PaaS for Dummies” sitelink extension
When a user clicks the “Public PaaS for Dummies” ad extension in the search ad:
They are directed to a brand new page, only this time it’s for PaaS for dummies:
- The headline lets the user know this will be the start of their digital transformation journey, which reassures the beginner that they’ve come to the right place since the ebook is about PaaS for dummies.
- The ebook cover image is message matched with the ad extension copy.
- The copy explains what the ebook contents includes and how PaaS will help them with their business.
- The CTA button opens up the two-step opt-in form for the ebook.
By creating a unique post-click landing page for every ad, Oracle improves its chances of increasing advertising conversions by meeting their target market’s needs.
Compare the experiences to the homepage
Compare all three personalized experiences featured above with what a search user sees if they searched for Oracle by name. For this particular search, Oracle does not run ads on themselves, so instead of clicking a paid search ad, users click the organic link and go to the homepage:
- The headline and subheadline give a general overview of Oracle’s services and doesn’t focus on any particular offer as the previous examples did.
- The what’s new section gives users a sneak peek into the latest Oracle updates, which gives them a chance to familiarize themselves with the brand.
- The search bar in the navigation allows users to enter a keyword phrase to see what relevant content Oracle has on the subject.
- The sign-in link allows users who are already Oracle users to access their account.
- The country option list lets users select their location and the homepage automatically translates the page in the native language.
- Technical Resources section allows users to browse through multiple offers.
- Users can choose their area of interest and go to relevant a page that discusses only that service of a multinational computer technology corporation.
The homepage provides a general overview of what Oracle does giving users a chance to explore a solution to their problem themselves. It is designed to be a browsing experience and doesn’t persuade visitors to convert on any one specific offer. Conversely, a segmented post-click page, understands what the user is looking for from their query and gives them the exact information they need.
Segmented post-click landing pages give you a better chance
To avoid wasting ad clicks you need to pay as much attention to post-click landing pages as you do your ads. This involves devoting time to personalizing post-click landing pages for each audience segment that clicks an ad.
No more generic landing pages, advertising conversions are more likely to occur if each ad is connected to an individual, relevant post-click landing page. This is exactly what Oracle does in each example above.
See how to create unique post-click landing pages with Instapage and establish 1:1 page relevancy. Get your own Instapage personalization demo today.
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