Aligning Your Ads and Landing Pages to Maximize Conversions

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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.

Tecnologia

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

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

Buyer Audience Ad Landing
Persona Targeting Creative Page
Who is your ideal How can you reach What is the offer? What is the desired
customer? your target audience? action?

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

Diagnosing Performance in Your Campaigns

Conversion Rate

Buyer Audience Ad Landing
Persona Targeting Creative Page

CTR

Aligning Ads & Landing Pages: PPC

• Keywords

• Ad Groups

• Landing Pages

Aligning Ads & Landing Pages: PPC

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

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

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Aligning Your Ads and Landing Pages to Maximize Conversions

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

2. I. The Importance of Alignment

3. 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!

4. Case Study: HubSpot

5. Case Study: HubSpot

6. 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

7. What Does Success Look Like? • Low Bounce Rate / High Time on Site • Good Quality Score (AdWords) • High Conversion Rate (Conversions / Visits)

8. II. How to Align Your Advertising and Landing Pages

9. Elements of a High-Performing Ad Campaign Buyer Audience Ad Landing Persona Targeting Creative Page Who is your ideal How can you reach What is the offer? What is the desired customer? your target audience? action? Effective ad campaigns have close alignment between buyer personas, targeting, creatives, and landing pages.

10. Diagnosing Performance in Your Campaigns Conversion Rate Buyer Audience Ad Landing Persona Targeting Creative Page CTR

11. Aligning Ads & Landing Pages: PPC • Keywords • Ad Groups • Landing Pages

12. Aligning Ads & Landing Pages: PPC Creative Elements: • Title • Value Proposition • Call to Action

13. Aligning Ads & Landing Pages: PPC

14. Aligning Ads & Landing Pages: PPC

15. Aligning Ads & Landing Pages: Display

16. 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

Aligning Your Ads and Landing Pages to Maximize Conversions

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