Many marketers face the challenge of traffic sculpting, which is the process of directing traffic to the highest-performing landing pages based on the user’s search intent.
It can be a daunting task to figure out the best landing pages for each search, especially when you have a large number of keywords and URLs to manage across hundreds or even thousands of campaigns. And because of Google ad matching, specific queries might go to generic landing pages, while broader searches may go to more specific product-focused landing pages or worse, traffic may accidentally be sent to irrelevant landing pages. These misalignments lead to a negative customer experience, lower quality scores, high bounce rates, and poor conversion rates.
That’s why we’re excited to announce the launch of Destination Optimization, a new AI tool that helps you optimize your customer journey by identifying the user’s search intent and suggesting the best landing page for each intent.
Introducing Destination Optimization: AI that helps get customers to the right page
Destination Optimization is a machine learning tool that helps businesses improve their Google Ads campaigns by surfacing the highest-performing landing page by topic. It works by collecting data from your Search Term Report for the terms that your customers are using to find your website, as well as the landing pages that they are being taken to. This is done by looking at the customer search intent behind the search terms, and once the search terms have been grouped into topics, Destination Optimization aggregates the performance data for each associated landing page and presents as a recommendation the one with the highest conversion rate to address various challenges.
Identify the highest-performing landing page for a given topic
This is especially useful if you have multiple landing pages driving traffic for the same topic. For example, for a given topic, Destination Optimization may suggest that you redirect lower-funnel traffic (purchase intent) from a generic landing page to a specific product page that has a higher conversion rate. Or, it may suggest that you redirect upper-funnel traffic (research intent) from a specific product page to a comparison page that has more information and options. Destination Optimization can help you to identify the landing page that is performing the best so you can redirect traffic to that page.
Improve landing page relevancy
Destination Optimization will help you uncover when landing pages receive traffic for a given topic but are not converting well. Using this information, you can determine if you need to improve the relevancy and quality of those landing pages or even create new ones.
Uncover systemic campaign issues
While visualizing the landing pages receiving traffic for a given topic, you may find structural issues with your campaign setup, such as misaligned keywords or landing pages that are not relevant to the intent of the search term. Using these insights, you can run a program audit to understand where other issues may exist.
Acting on this data will result in a better customer experience, higher quality scores, lower bounce rates, and higher conversion rates.
Benefits of having an optimized landing page foundation
Destination Optimization can help you achieve the following benefits:
- Boost Conversions. Drive users to relevant, high-performing landing pages to increase conversions and revenue.
- Enhance Quality Scores. Match landing pages to keywords for better relevance and higher quality scores.
- Cut CPCs. Reduce wasted clicks and improve quality scores to lower cost-per-click.
- Traffic Sculpting. Gain clear visibility into your campaign structures, how customers interact with your site, and where you might have issues that need to be corrected.
- Customer Insights. Understand the stages of your customer journey and user transitions.
Understand what drives your Audience with Skai’s Customer Journey Intelligence Suite
Destination Optimization is part of our Customer Journey Intelligence Suite, including Search Term Analysis (STA) and Intent-Driven Messaging (IDM). These AI tools work together to analyze search term queries, identify user intent, and provide insights on either messaging content or traffic funneling.
Destination Optimization and so much more with Skai AI-powered capabilities
Skai is the only omnichannel marketing platform for performance advertising. We’re helping marketers connect the walled gardens across retail media, paid search, paid social, and app marketing, making true omnichannel performance marketing a reality. We’ll keep you at the forefront of the digital evolution with data and insights, marketing execution, and measurement tools that work together to drive powerful brand growth.
Client results include:
- 461% increase in Amazon Ads ROAS and 57% increase in page traffic for Bondi Sands
- 280% increase in installs for DraftKings
- 10% increase in new account openings for Royal Bank of Canada
- 756% increase in conversions for New York Magazine
- 600% increase in Facebook leads for Inova
For more information or to see a brief demo of Skai’s cutting-edge AI innovation, please contact us today!