When executing paid campaigns, there are, unfortunately, limits to what you can do to increase conversion rates. You can update ads and bid down on under-performing keywords and audiences, but these basic optimizations can reach a point of diminishing returns. Your media may become more efficient, but reach declines. Or you may grow volume, but become less efficient.
If you’ve hit a performance plateau, try looking beyond the click to the landing page experience. Are the calls-to-action and content as relevant as possible for users clicking on ads? One way to generate increased campaign efficiency without sacrificing volume is to serve a personalized landing page experience to the various audiences you’re targeting with paid search advertising.
Specific > Generic
Often, marketers use a generic landing page for a wide range of audiences with varying goals. Modifying the experience based on your audience can make for a more relevant user experience and increase your conversion rate, resulting in increased media spend efficiency. If a new landing page experience generates a 20-percent conversion rate boost, that under-performing ad group you paused a month ago suddenly might be able to help you meet your overall campaign goals.
When marketers introduce personalization into their strategy, they can achieve significant results. A 2017 survey from Evergage revealed that 88 percent of marketers had “realized a measurable lift in business results” through personalization programs, “with 53 percent reporting a lift greater than 10 percent.“
So, where to start? There are many ways to make your landing pages more personal, but which method you use will change based on your business needs. Start out by defining what’s important to your company and customers, then personalize from there.
Here are a few ideas to get the ball rolling:
Look at underperforming keyword themes
If your team has paused keywords in your account because of poor performance, dig them back up again for a second look. Ask yourself: Was the problem really the keywords, or was it that your landing page information/offer wasn’t highly relevant to what those users were searching?
Look at competitor terms. Many marketers bid on these to maximize their product’s market share, but it’s hard to provide a relevant experience. Instead of sending those users to a generic landing page, create a landing page where you compare your product to your competitor’s product.
Making it easy for potential customers to see why they should pick your brand over your competitors is a great motivator for conversion. In addition, mentioning your competitors on your landing page could increase your quality score for competitor terms, while decreasing your need to overbid for visibility.
Location, location, location…
As marketers, we need to keep in mind that users are increasingly looking for online experiences that are relevant to where they are, especially in an age where internet use is increasingly becoming mobile.
If you’re a business with multiple locations, personalize your pages by showcasing the locations that are closest to the user via a landing page, along with a way for the user to call or get directions to that location.
You also want to be aware of the type of product or service you provide, and the radius the geo-targeted experience should include. Users are fickle and may be more willing to travel for certain items — like a new vehicle purchase vs. buying potting soil, for example.
Brand vs. Non-brand
One of the most basic ways search marketers execute paid search strategies is by breaking out brand campaigns vs. non-brand campaigns.
Branded searches are obviously performed by users who already are familiar with your brand and typically closer to the bottom of the purchase funnel. They already know who you are and they’re actively seeking you out. Focus on giving these users a quick path to conversion.
Non-brand searches are typically performed by users who are higher up in the funnel, so you’ll need to devote more space on your landing page to educating the consumer on your brand and giving them a reason to trust you over the competition. The non-brand search space also tends to get cluttered, with multiple brands vying for paid search visibility.
Overall, executing a landing page strategy that focuses on some level of personalization is a great way to cater to your users while also aligning with your paid search goals. According to McKinsey & Co, “Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.” One generic experience won’t cut it anymore, so businesses must adapt to provide comprehensive and meaningful experiences to stay relevant. The benefits of using any or all of the personalization opportunities discussed are two-fold, since they provide a great user experience and create paid search efficiency. This strategic approach will go a long way to accomplish your business goals.