PPC Mistake 4: Not Taking into Account the Post-Click Experience The most common mistake that PPC marketers make is to look at an ad as an isolated unit instead of a precursor to the post-click experience. An ad click doesn’t translate into conversions. It’s only one part of the journey that users are about to embark on. Where you direct them after the ad click determines whether you earn a conversion or not. Connecting PPC ads with a relevant post-click experience ensures that user expectations are met at the post-click level. Ultimately, you are looking for the messaging on your pre-click experience to match the message that a customer experiences during the post-click experience.
This is sometimes referred to as “message match.” You can only achieve message match if you connect your ad to your homepage, product, or any other page on your website. Let’s look at Help Scout’s ad and subsequent message-matched landing page as an example. The ad promotes a free demo of the customer support tool: Help Scout PPC Italy Phone Number List mistakes example This is the post-click landing page visitors see after the ad click: Help Scout PPC Mistakes Example 2 The CTA button and image maintain message match and promotes the free demo highlighted in the ad. Moreover, there are no off-page navigation links present on the page that can take them away from the offer.
When you optimize the post-click experience, you ensure that an ad click will also transition into a CTA click. By message matching and removing all navigation links you don’t distract visitors from the conversion goal. Failing to connect your PPC ads to relevant, post-click landing pages creates failed conversions. This nullifies all the time and effort you spent managing your PPC campaign—targeting keywords, segmenting traffic, and creating the ad. Create Better, More Optimized PPC Campaigns Creating and managing paid campaigns can be frustrating, especially when you’re not getting the results that you anticipated.