![]() Ultimately, there’s a higher barrier to entry for enterprise customers, and Shopify has built this landing page to speak to a different audience than their simple “build a website” page. They also reinforce the “unlimited bandwidth” messaging from the pre-click ad: Later sections focus on compelling stats to reinforce the conversion messaging. The heading focuses on customization and conversion: The use of dark colors and minimal design and copy all convey a different message. ![]() Shopify’s enterprise landing page is completely different. Benefits like “up to 18% higher conversion rates” and “unlimited staff accounts” show these ads target large companies who are looking to grow their businesses. The ad copy addresses common concerns for more sophisticated or established businesses. Trusted by 1,000,000 businesses worldwide.” A single-field free trial form makes signups easy.Ĭontrast this with Shopify’s “ecommerce platform enterprise” ad: Shopify’s message is clear and to the point. The post-click landing page has a singular message: The ad extensions highlight potential concerns of first-time e-commerce business owners, like how to register a domain, or how to sell handmade products online. Take a look at the ad that targets “create an online store” searches:Ĭlearly, this ad focuses on small businesses. Their wide range of products and clients requires that they segment their ads and audiences effectively. They offer stand-alone online stores, integrations to turn existing websites into e-commerce sites, point-of-sale systems, and other services to help businesses sell their products anywhere. Shopify is an e-commerce platform for businesses of all sizes. It presents a compelling, limited-time offer (“Add a Weighted Blanket to your bundle-FREE”).It’s using a landing page instead of a product page.It’s personalized to the audience (“Canadians Love Their Endy”).It’s message-matched to the ad (“Get a Free Weighted Blanket”).Here’s how their landing page stands out: The page also highlights features positive lots of testimonials from other Canadian shoppers: The landing page also features uniquely Canadian imagery like curling rocks and maple syrup to reinforce the “best in Canada” message to Endy’s Canadian audience: Demonstrates social proof (“6,387 Reviews”)īy clicking the ad, you arrive on this post-click landing page with the same weighted blanket offer:.Features a compelling offer (“Get a Free Weighted Blanket”).Personalizes the message to its audience (“Canada’s Best Mattress”).Here’s Endy’s ad for a “mattress” search: To stand out, Endy focuses on personalizing its pre- and post-click experiences for its Canadian audience. The DTC mattress industry has taken off thanks to the success of Casper, which spawned dozens of major competitors. EndyĮndy is a Canadian DTC brand that sells mattresses in a box. Now that we know what it takes to create a successful advertising campaign, here’s a look at nine companies that are running can’t-miss Google Ads campaigns. Optimizing the post-click experience will not only improve the customer journey but increase conversion rates, too. Readability: Page design has a clear visual hierarchyīy employing these tactics, advertisers can smoothly tie together the pre- and post-click phases, creating a seamless path to purchase.1:1 conversion ratio: Each landing page drives the user to only one CTA.Persuasive copy: Post-click pages feature benefit-oriented headlines and compelling CTAs.Conversion-focused: Product landing pages are used in place of typical product pages.Conversion-centered design: Post-click landing page design is aimed at achieving one specific goal.Message-matching: Ads and landing pages reinforce the same selling points.Personalization: Ads and landing pages provide a tailored experience for each audience segment.The difference between an average Google Ads campaign and a great one is that a great campaign focuses more on the post-click phase.Īs you’ll see in the examples below, these companies optimize the post-click experience by building in conversion-boosting tactics, such as: A great Google Ads campaign will also build a compelling post-click experience-one that convinces customers to stay, learn, and eventually convert. When creating ad campaigns, many digital marketers focus too narrowly on optimizing just the ads (the pre-click phase). The post-click phase: The landing page experience users see after clicking on your ad.The pre-click phase: Everything your audience sees before clicking on an ad.What makes a great Google Ads campaign?Įvery ad campaign consists of two distinct phases: The pre-click phase and the post-click phase. In this blog post, we’ll cover examples of Google Ad campaigns across different industries-including detailed breakdowns of what makes them successful. If you’re looking for examples of wonderfully executed Google Ad campaigns, you’ve come to the right place.
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