Google Ads, in particular, has increasingly automated ad creation and delivery with features like Dynamic Search Ads, ad personalization parameters, automated bidding, and more.Facebook isn't far behind with its Auto Ads and Dynamic Creative Ads features.
So, of course, almost all advertising platforms today provide retargeting capabilities to reach potential customers who have already shown interest in a product, service or brand.
The problem that many advertisers do not pay attention to
Even with all these automated advertising options across a wide range of advertising platforms, 96% of clicks on paid ads are still not converted.This is a huge waste in the multibillion-dollar digital advertising industry and the main reason is that post-click automation was not a targeted initiative in the market.Post-click personalization and conversion technologies have been severely delayed.
They must be able to move at the speed of advertising.This is the only way to realize the full potential of today's advertising technology.
While most technology continues to focus on improving the pre-click phase, a key class of software has recently emerged to help marketers recover the post-click experience: P ost-Click automation software.
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What is post click automation?
Post-click automation software bridges the gap between pre-click segmentation and post-click personalization, a goal that agencies recognize as crucial.In fact, when asked about the biggest advertising "game changer" in the next five years, agencies prioritized personalization as number one, linked to AI and machine learning:
While most individual solutions focus only on a single aspect of the post-click experience – tools for data collection, page creation, A/B testing or optimization – a PCA platform combines them all into one end-to-end solution.
This is ideal for agencies because they don't require the budget for multiple tools or the resources to hire and train employees.Instead, PCA software is designed to integrate seamlessly with current processes to deliver results quickly using four key components.
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The 4 components of post-click automation
Comprehensive PCA platforms are built on four pillars: ad mapping, scalable creation, personalization, and optimization:In this section, we'll detail all four and how each contributes and will work together to improve the overall post-click experience.
1) Ad mapping
This is an important component of the post-click experience, because it allows marketers to focus more on strategy and less on boring and repetitive daily tasks.
Currently, most PPC marketers download campaign information into a spreadsheet and manually map their ads to post-click landing pages.This process makes it extremely difficult to assess the number of post-click pages needed per campaign, record updates made on each page, and maintain consistent message matching between each page and ad.
PCA platforms are uniquely designed for PPC marketers to view the entire ad funnel and are equipped with the ability to connect ad networks to specific post-click landing page experiences.This way, advertisers can save time and stay more organized in determining which ad/ad group links to each page.
2) Scalable creation
One of the biggest barriers to optimizing the post-click phase is creating enough pages to deliver a relevant post-click experience.
Each promotion needs its own post click page.This means that if you have four different audiences within a campaign, you should have a separate post-click landing page for each to really provide a relevant experience from start to finish.The more relevant each page is to the visitor, the lower the bounce rate and the greater the chances of converting them.
For an agency serving many clients, however, running individual campaigns simultaneously by audience segment is not something that is often considered.The work required to create a page can take days if it's built from scratch, so creating multiple pages from scratch in a timely manner seems almost impossible.
Creating a post-click page by audience is only possible with a solution that allows for easy scaling, and that's exactly what post-click automation platforms do.
- Intuitive builders, allowing even non-technical employees to publish a page in minutes
- Fully customizable, preconfigured templates with conversion-focused design
- Page blocks that give you the ability to create pages faster than ever before
- Manual editing, so that any user can make individual changes to a page, such as adding a widget or adjusting a title
- Global scaling, which allows users to make diffuse changes from one place
Example: If you find through testing that a form is too long, you can quickly and easily reduce the number of form fields on each page where that form exists.Manually, this would take too long to accomplish, but with a PCA platform, it can be done in seconds.
Creating a post-click page by campaign or audience segment is one thing, but customizing it is another.Without the personalization of digital advertising, particularly in the post-click phase, you run the risk of lower conversion rates.
To provide a post click experience as relevant as the pre-click experience, each page must match the audience and message of the referring ad or email.This includes its language, media, colors and, above all, the overall offer.
Example: Airbnb created two separate ad campaigns: one for New York and one for San Francisco.Potential customers probably expect to be directed to a page tailored to their specific location when they click on the ad.However, they all arrive on the same generic page, which completely lacks post-click advertising personalization:Instead, each experience should match the ad based on geolocation:Personalizing advertising through message matching accomplishes three things:
- Trust: When your audience comes to a page that matches the ad they clicked, they know they're in the right place.
- Brand identity: The more your pages are on-brand, the stronger and more recognizable your brand becomes, and the more consumes your offerings.
- Positive user experience: The relevance between your ad and post-click page makes it easier for potential customers to evaluate your offer.There are no links and navigation menus to access the resource you promised in the pre-click phase.
Without Post-Click automation software, tweaks to match each ad would take too long.With PCA, everything from colors to logos, text, widgets, etc., It's quickly and easily editable, allowing agencies to keep customer post-click landing pages personalized and branded.
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The last pillar of Post-Click automation is optimization.This refers to all activities that contribute to improving the post-click experience: collection, analysis, testing, data modification, etc. No post-click automation platform is complete without all of them.
At the same time, there is no scalable way for an agency to improve its conversion rates without optimization.This is where qualitative and quantitative methods of data collection come into play, including:
- Heat maps to track scroll depth, clicks, and mouse movement
- Analytics dashboards to track traditional metrics like average cost per lead of the visitor's ad, total visitors, conversions, etc.
- A/B testing to test various elements, page speed, etc. Of different pages to see which one converts best for a common goal
PCA platforms come with all of this, allowing users to collect page design data and test different approaches to conversion.Brands also need the service component, however, which is where agencies come in.
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Why a gencies O ffer PCA as a service to customers?
No successful agency is held back for the services it provides, but rather for the services it provides well.
Agencies that didn't have a large staff and budget were once prevented from providing post-click automation services.And because post-click results are a bigger churner than pre-click results, this puts small and medium-sized agencies at the mercy of their clients.
If, by chance, you had a client who understood the importance of the post-click phase, you were ready for a good relationship.However, if your customer hasn't prioritized the post-click experience, you'll likely let go.
Today, agencies of all sizes can take control of their own destiny with a Post-Click automation platform.While this allows for better customer retention (a greater profit-maker than acquisition) through achieving key performance goals, it also helps tremendously with acquisition.
However, according to the Marketing Agency's 2018 Growth Report, neither conversion rate optimization nor post-click automation is one of the agencies' best offerings:This puts an agency offering the service in the unique position of providing something that others don't.
A unique selling proposition like this can be the deciding factor for a client evaluating multiple agencies.
Of course, agencies can also use Post-Click automation services to their advantage.According to another section of the HubSpot report, finding new customers is the main pain point for agencies:And finding new customers leads to more focus and investment in lead generation:Lead generation, while being a goal at the top of the funnel, can't be achieved without an optimized post-click experience.
Therefore, an investment in Post-Click Automation software could be exactly what an agency needs to stand out in an increasingly crowded landscape.
Add post-click automation services to your arsenal
By offering Post-Click automation to clients, you'll differentiate your agency from the competition.You'll show them that with automation, scalable creation, personalization, and optimization, you can drive more conversions for their campaigns, saving time and money.
But it doesn't end there.With PCA services in your arsenal, you'll also generate more new customers for yourself, enjoy a higher retention rate, and take back control of your success in the process.