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
