Compete says: post-click is the key

Post-click marketing continues to gain mainstream acclaim.

Miro Kazakoff, managing director at Compete, wrote a great article on MediaPost today, SOS For Marketers: Avoid a Crash Landing.

“The fastest, cheapest way to boost return on your online advertising investments has nothing to do with the design and placement of your creative. Based on a recent study, it is possible that your competitors could be generating five times the ROI as you are with comparable messaging and spending.

What can you do right now to increase the ROI of your ad campaign? Pay more attention to the post-click experience.”

(Emphasis added.)

Kazakoff goes on to offer four lessons:

1. Don’t get between your customer and the activity you are trying to encourage — except when it helps customers get there. “Advertisers must help customers transition to the shopping experience through dedicated, quick-loading landing pages that tie the messaging and look of your advertising to that of your website.”

2. Clear calls to action are key.

3. Excellent integration and execution are needed. “One of the complexities of designing full landing page experiences (rather than just optimizing button placement or offer levels) is that it is never one component that drives success.”

4. Benchmark against rivals. “Given the disparities in post-click performance and the potential for direct improvements to ROI by boosting post-click performance, CMOs spending money online should all be asking their teams some questions: What is the Best in Class performance in our industry for engaging and (if applicable) converting people who click on our ads? Where do we stand in relation to Best in Class?”

We couldn’t agree more.

Comments

[Anne]

Thank you for the very first Paragragh
You it the nail on the head
If there is no post-click responses What have we ? Nothing
Thank you
Anne