Aligning Your Advertising and Landing    Pages to Maximize Conversions                Hafez Adel       Senior Director of ...
I. The Importance of Alignment
Creating a Consistent Brand Experience• Harmony across all touch points  – Color Scheme  – Graphics  – Fonts  – Messaging ...
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 th...
What Does Success Look Like?• Low Bounce Rate / High Time on Site• Good Quality Score (AdWords)• High Conversion Rate (Con...
II. How to Align Your Advertising       and Landing Pages
Elements of a High-Performing Ad Campaign   Buyer                Audience                  Ad                 Landing  Per...
Diagnosing Performance in Your Campaigns                         Conversion Rate Buyer    Audience       Ad         Landin...
Aligning Ads & Landing Pages: PPC• Keywords• Ad Groups• Landing Pages
Aligning Ads & Landing Pages: PPCCreative 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...
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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.

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Aligning Your Ads and Landing Pages to Maximize Conversions

  1. 1. Aligning Your Advertising and Landing Pages to Maximize Conversions Hafez Adel Senior Director of Marketing ReTargeter.com
  2. 2. I. The Importance of Alignment
  3. 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. 4. Case Study: HubSpot
  5. 5. Case Study: HubSpot
  6. 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. 7. What Does Success Look Like?• Low Bounce Rate / High Time on Site• Good Quality Score (AdWords)• High Conversion Rate (Conversions / Visits)
  8. 8. II. How to Align Your Advertising and Landing Pages
  9. 9. Elements of a High-Performing Ad Campaign Buyer Audience Ad Landing Persona Targeting Creative PageWho 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 betweenbuyer personas, targeting, creatives, and landing pages.
  10. 10. Diagnosing Performance in Your Campaigns Conversion Rate Buyer Audience Ad LandingPersona Targeting Creative Page CTR
  11. 11. Aligning Ads & Landing Pages: PPC• Keywords• Ad Groups• Landing Pages
  12. 12. Aligning Ads & Landing Pages: PPCCreative Elements:• Title• Value Proposition• Call to Action
  13. 13. Aligning Ads & Landing Pages: PPC
  14. 14. Aligning Ads & Landing Pages: PPC
  15. 15. Aligning Ads & Landing Pages: Display
  16. 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

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