March of Dimes

Helping a nonprofit client fight for healthy families.

The objective

Test a programmatic lander in an effort to improve conversions and engagement.

The strategy

Different channels have different best-performing tactics, so the programmatic lander will mirror those tactics, and therefore will be different by channel.

The tactic

Use location-based customization on the lander for users coming from SEM ads and image/testimonial customization on the lander for users coming from NICU to Now Facebook ads.

The results

NICU to Now Facebook ads are more effective when used with a programmatic lander. The CR for ads with coordinated lander creative had a 30% lift over ads that drove to the control lander.

NICU to Now Facebook ads set expectations for users there is a story to read, as they they show a child as a preemie side-by-side with that child when he/she is older, happy and healthy. So the customized lander meets the users expectations and improves CR.

However, SEM ads did not see a higher CR when paired with customized landers, potentially because these users did not need to see the location name repeated on the lander to reinforce their decision to convert.

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