aligning your ads and landing pages to maximize conversions

16
Aligning Your Advertising and Landing Pages to Maximize Conversions Hafez Adel Senior Director of Marketing ReTargeter.com

Post on 21-Oct-2014

674 views

Category:

Technology


1 download

DESCRIPTION

Banner ad design is an immensely popular topic among marketers. What makes banners clickable, what’s considered good design, why they’re important, and what metrics you should be looking at are just a few examples of posts you can find on the topic. While banner ads are an integral part of your display strategy, they are only half of the equation. What happens after a prospect has clicked on your ad? If people are taking the desired action you’ve set up, then you have set up the buying process from introduction to purchase to be seamless. As marketers, it is our job to remove the friction between interest and action. When people are searching for a need, viewing and clicking on your ad, arriving at your landing page, and finishing with a conversion (a purchase, lead form, download, or other action), then you have succeeded in aligning all elements of your advertising campaign.

TRANSCRIPT

Page 1: Aligning Your Ads and Landing Pages to Maximize Conversions

Aligning Your Advertising and Landing Pages to Maximize Conversions

Hafez AdelSenior Director of Marketing

ReTargeter.com

Page 2: Aligning Your Ads and Landing Pages to Maximize Conversions

I. The Importance of Alignment

Page 3: Aligning Your Ads and Landing Pages to Maximize Conversions

Creating a Consistent Brand Experience

• Harmony across all touch points– Color Scheme– Graphics– Fonts– Messaging– Style & Tone

• Landing page = brand ambassador– Don’t overlook design!

Page 4: Aligning Your Ads and Landing Pages to Maximize Conversions

Case Study: HubSpot

Page 5: Aligning Your Ads and Landing Pages to Maximize Conversions

Case Study: HubSpot

Page 6: Aligning Your Ads and Landing Pages to Maximize Conversions

Fulfilling the Promise Made By Your Ads

• Good landing pages meet the user’s expectations

• Users have clear idea of what they will receive

• Don’t bait and switch!

• Your ad is only as good as your landing page

Page 7: Aligning Your Ads and Landing Pages to Maximize Conversions

What Does Success Look Like?

• Low Bounce Rate / High Time on Site

• Good Quality Score (AdWords)

• High Conversion Rate (Conversions / Visits)

Page 8: Aligning Your Ads and Landing Pages to Maximize Conversions

II. How to Align Your Advertising and Landing Pages

Page 9: Aligning Your Ads and Landing Pages to Maximize Conversions

Elements of a High-Performing Ad Campaign

Who is your ideal customer?

Effective ad campaigns have close alignment between buyer personas, targeting, creatives, and landing pages.

How can you reach your target audience?

What is the offer? What is the desired action?

Buyer Persona

Audience Targeting

Ad Creative

Landing Page

Page 10: Aligning Your Ads and Landing Pages to Maximize Conversions

Diagnosing Performance in Your Campaigns

Buyer Persona

Audience Targeting

Ad Creative

Landing Page

CTR

Conversion Rate

Page 11: Aligning Your Ads and Landing Pages to Maximize Conversions

Aligning Ads & Landing Pages: PPC

• Keywords

• Ad Groups

• Landing Pages

Page 12: Aligning Your Ads and Landing Pages to Maximize Conversions

Aligning Ads & Landing Pages: PPC

Creative Elements:• Title• Value Proposition• Call to Action

Page 13: Aligning Your Ads and Landing Pages to Maximize Conversions

Aligning Ads & Landing Pages: PPC

Page 14: Aligning Your Ads and Landing Pages to Maximize Conversions

Aligning Ads & Landing Pages: PPC

Page 15: Aligning Your Ads and Landing Pages to Maximize Conversions

Aligning Ads & Landing Pages: Display

Page 16: Aligning Your Ads and Landing Pages to Maximize Conversions

Best Practices for Aligning Ads & Landing Pages

• Customization > one size fits all

• Mirror language and aesthetics of your ads

• Don’t neglect buyer personas & targeting

• Identify weak spots in your funnel

• A/B test until the end of time