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

I. The Importance of Alignment

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!

Case Study: HubSpot

Case Study: HubSpot

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

What Does Success Look Like?

• Low Bounce Rate / High Time on Site

• Good Quality Score (AdWords)

• High Conversion Rate (Conversions / Visits)

II. How to Align Your Advertising and Landing Pages

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

Diagnosing Performance in Your Campaigns

Buyer Persona

Audience Targeting

Ad Creative

Landing Page

CTR

Conversion Rate

Aligning Ads & Landing Pages: PPC

• Keywords

• Ad Groups

• Landing Pages

Aligning Ads & Landing Pages: PPC

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

Aligning Ads & Landing Pages: PPC

Aligning Ads & Landing Pages: PPC

Aligning Ads & Landing Pages: Display

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