Advertisers have long moved away from generic ads that target broad audiences. We live in the age of 1-to-1 personalized ads that micro-target audiences. What made this possible? The availability of billions of audience data points. And with hyper-targeted ads, advertisers have been able to maximize clicks.
But 96% of ad clicks are not converting and hence not bringing any value to advertisers. When you run large-scale PPC campaigns, this means you’re throwing away tens of thousands and sometimes millions of dollars.
Why do only 4% of ad clicks convert? Because advertisers send clicks from highly targeted ads to generic landing pages, creating a disjointed customer journey. They’re only leveraging audience data to maximize clicks, not conversions.
But how can advertisers tap into this audience data that is not directly available to them? With 1-to-1 post-click personalization. During this session, Tyson will talk about how advertisers can tap into advertising audience data even with no direct access it. Tyson will provide specific and actionable examples of how advertisers can leverage advertising audience data to maximize conversions, and not just clicks.
This session is for those who either oversee or directly manage their organization’s PPC programs. Attendees will walk away from this session with new insights into advertising audience data available to them, what 1-to-1 post-click personalization means, how to boost their own ad programs, and what they can do immediately to increase conversions. Going through these steps are essential in conversion rate optimization.