Advertisers have long moved away from generic ads that target broad audiences. We live in the age of 1-to-1 personalized ads that micro-target audiences. What made this possible? The availability of billions of audience data points. And with hyper-targeted ads, advertisers have been able to maximize clicks. But 96% of ad clicks are not converting and hence not bringing any value to advertisers. When you run large-scale PPC campaigns, this means you’re throwing away tens of thousands and sometimes millions of dollars. Why do only 4% of ad clicks convert? Because advertisers send clicks from highly targeted ads to generic landing pages, creating a disjointed customer journey. They’re only leveraging audience data to maximize clicks, not conversions. But how can advertisers tap into this audience data that is not directly available to them? With 1-to-1 post-click personalization. During this session, Tyson will talk about how advertisers can tap into advertising audience data even with no direct access it. Tyson will provide specific and actionable examples of how advertisers can leverage advertising audience data to maximize conversions, and not just clicks. This session is for those who either oversee or directly manage their organization’s PPC programs. Attendees will walk away from this session with new insights into advertising audience data available to them, what 1-to-1 post-click personalization means, how to boost their own ad programs, and what they can do immediately to increase conversions. Going through these steps are essential in conversion rate optimization.

1. Leverage Advertising Audience Data to Maximize
Conversions with 1:1 Post-Click Personalization
Tyson Quick | Founder & CEO

2. Learner Outcomes (WIP)
After this session, you will be able to:
● Leverage your audience data for post-click personalization
● Boost ad campaign conversion rates
● Create a relevant ad-to-page experience

3. © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute
Audience data points available for digital advertising.
1-to-1 personalized ads have become a reality.
1 Trillion +

4. Advertising Data Has Advanced Targeting
4
Micro-Targeting and Segmentation
Based on intent, interest, behavior, firmographics, demographics, technographics, and more
DemographicsInterests Behaviors Location
Location & Language
Targeting
Keyword
Targeting
Device Targeting Audience Targeting

5. 38% 22%
Phenomenal Growth

6. But 96% of Ad Clicks
Do Not Convert

7. Because Landing Pages Don’t Match Ads

8. Personalize Your Post-Click Experiences

9. Give Every Ad and Audience a Personalized
Post-Click Experience

10. Personalization Drives Real Results
● 50% reduction in acquisition costs.
● 5-15% lift in revenue.
● 10-30% increase in marketing spend efficiency.
Source: McKinsey & Company

11. Post-Click
Optimized
Conversion
Rate
Average
Conversion
Rate
22%3.75%
Up to 6X Your Conversion Rates

12. ● You’ve been focusing on optimizing the
pre-click stage to increase CTR.
○ Ad creative, layout, buttons, etc.
○ Ad messaging.
Problem: All Ad Groups Go
to One Landing Page
● You send your entire campaign to one landing
page that has a generic message, creative, etc.
● Your visitors don’t convert, which
drives up your CPA.

13. ● Segment your audiences (e.g. by
geo - New York, San Francisco, Las
Vegas, etc.) into different ad groups.
● Create personalized audience
experiences for each ad group or ad.
Use Personalization to
Serve Unique Experiences
for Each Audience

14. Post-Click Best Practice
● Create an experience for a campaign
● A/B test different layouts
● Using the winning layout, create
dedicated experiences for each ad
group by personalizing content
● A/B test content for each ad group, if
needed
● For the ads, match copy to visitor data
or keywords

15. Let’s Simplify it
● Post-click needs to move at the
speed of advertising
● Don’t waste time trying to make
your website work for advertising
● Do all the targeting and
segmentation pre-click and simply
do 1:1 personalization
● And make advertising audience
data drive conversions for you

16. The Future of Personalization

17. The Future of Personalization

18. Tap into The Biggest ROAS Opportunity

19. Tap into The Biggest ROAS Opportunity

20. Learn More
Top-Rated:
#1 on G2 Crowd & TrustPilot 200 15,0002012
Founded Employees Customers
Text POSTCLICKHERO to 44222 for a free copy of
Personalization in the Digital Age eBook
Every potential customer gets a personalized
post-click experience
Our VisionOur Mission
Automate advertising conversions

21. Appendix

22. New Product: Personalization

23. Personalize Your Post-Click Experiences