Many digital advertising and modern marketing tools not only work well, but when working together, they multiply each others’ effectiveness. One classic combo is retargeting ads and landing pages.
How retargeting ads and landing pages work individually
Retargeting is a form of digital advertising that shows your ads to people who have visited your website. After visiting your website, prospects can be served ads all across the web.
Retargeting is 70% more effective than standard display advertising because it reminds prospects of something they’ve already indicated interest in. And because you know which pages they’ve seen on your own website, segmentation becomes possible to make even more personalized ads.
Retargeting campaigns can be set up to target only visitors to your “why sponsor” page with marketing messages about the benefits of sponsorship. A generic attendance campaign would not engage those same prospects as accurately or effectively.
Conversion-rate-optimized landing pages, or just landing pages for our purposes today, are purpose-built landing pages intended to accompany an ad campaign and drive the desired action of that campaign.
Individually, each is a useful tool, but landing pages will boost the conversion rates of your retargeting campaigns. Let's learn more about why they perform better together.
Retargeting without landing pages: A missed opportunity
Traditionally, digital advertising directs all clicks to either your homepage or a form, like a registration or download form. But, homepages tend to be filled with lots of menus and no call to action. They can distract visitors with extraneous information and cause them to wander away from the intended action of the ad campaign. This hurts your conversion rate.
A form page isn’t much better. It asks for a lot of information and offers little.
How retargeting ads and landing pages work together
What landing pages do is serve as a natural extension of the offer that made your prospects click in the first place. They clicked because they’re interested, but they still need to be sold. A single ad creative can’t do that. Nor can a homepage or registration form.
Landing pages are designed to answer any pertinent question the ad campaign might raise, offer enough information for prospects to make an informed decision, and visually guide prospects towards conversion. Your ad campaign raises the question, then your landing page answers it. It's a one-two punch.
Above is an example of an attendee acquisition-focused landing page with all pertinent information at the visitor's fingertips. Without this page, visitors would have to navigate to three to four pages on a menu to learn the same information. It's possible that they might still register, but why not use a tool that removes those barriers?
Landing page builders: No web design experience needed!
Today's landing page building tools (and guess what, Feathr has a great one) require zero web development or coding skills to build beautiful pages.
Most start with a selection of templates that are customizable in a WYSIWYG system. That means any changes you make only require pointing, clicking, and choosing text, colors, and images. Kind of like making a PowerPoint presentation (except easier, if you ask me).
Today's landing page builders also make it easy to build multiple pages at once using a few simple variables. That means there's almost no additional work burden for building campaign-specific landing pages.
That's how you multiply your success with two simple tools every marketer should master. And with today's easy-to-use retargeting and landing page tools, there's no excuse not to be a master. Your boss, members, and attendees will thank you.
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