Strategic Decision-Making in Destination URLs: How It Impacts the Performance of Your Advertising Campaigns

The destination of an advertisement is an element that often goes unnoticed but has a significant impact on the performance of advertising campaigns. What happens when you change the destination URL or decide to send users to a different page? The answer depends on several factors, such as the relevance of the new page’s content, loading speed, mobile usability, and how well it aligns with the expectations created by the ad.

Changing an ad’s destination can profoundly affect conversion rates and user behaviour. Every time the landing page is modified, it impacts the user experience. For example, if the new page takes longer to load or is not mobile-friendly, users may leave before completing the desired action. If the new page does not align with the expectations set by the ad, performance may drop significantly. For instance, if the ad promises a specific offer and the landing page doesn’t clearly display it, users may feel frustrated and abandon the site. Consistency between the ad’s message and the landing page experience is crucial to maximising performance.

The new page must be optimised and aligned with the specific goals of the campaign. For example, if the focus is on lead generation, the landing page should facilitate conversion with simple forms, clear CTAs, and a seamless mobile experience. Additionally, technical aspects such as loading speed and proper structure for Google’s ad rank remain fundamental.

Another important point is that when you change an ad’s destination, advertising platforms often need time to readjust. The algorithm may need to recalibrate conversion patterns, which can temporarily affect performance. If the new page serves a similar purpose to the old one, this impact can be minimised. However, if it differs significantly, there might be a learning phase that negatively affects results for a period.

Such changes can also influence how users perceive the brand’s credibility. Each transition between ads and pages involves a fraction of a second in which the user evaluates whether the presented content remains relevant and whether it meets the expectation created. Maintaining the initial expectation can make the difference between a wasted click and a conversion.

This is why I always recommend approaching ad destination changes as a strategic decision. It is essential to analyse factors such as user intent, the technical aspects of the page (loading time, structure, metadata, keywords, mobile version), and historical performance data of the old page before making decisions. Before changing the URL, ensure that the new destination is optimised for the objective and enhances the user experience. If it does, it could lead to a considerable performance improvement. But if it’s just a change without a clear improvement in experience, it may harm the campaign’s efficiency without a valid reason.

What has been your experience when changing the destination URL in major campaigns? Has it affected your campaign performance? Let me know in the comments.

LinkedIn Ads: Is It Really the Holy Grail for B2B?

When it comes to LinkedIn Ads, especially in B2B, the expectations are often high: reaching decision-makers directly, generating quality leads, and boosting branding strategically. But is LinkedIn Ads the magic solution for all B2B campaigns?

The short answer: it depends.

LinkedIn stands out for its unique targeting capabilities, allowing you to focus ads on specific roles, particular industries, and even individual companies. However, it’s not a channel for quick results. LinkedIn is not a short-term lead generation engine. Instead, it’s a tool for building long-term relationships, educating your audience, and strengthening brand authority.

So, when does it make sense to use LinkedIn Ads?

Launching campaigns for products or services that require market education.

Promoting webinars and events that provide value to your audience.

Remarketing campaigns for audiences that have already engaged with your brand and are advanced MQLs.

By advanced MQLs, I mean those Marketing Qualified Leads (MQLs) that match your buyer persona, have interacted with the brand or its content, and show commercial interest because they’ve visited BOFU pages (product pages, offer pages, add to cart, etc.).

On the other hand, if your goal is immediate conversions, it may be better to consider other platforms. LinkedIn excels when you have resources for long-term investment and a focus on value-driven content.

Why is LinkedIn Ads still important for B2B businesses?

The true strength of LinkedIn Ads lies in its ability to target with hyper-precision: roles, industries, professional experience, and specific companies. This makes it an ideal channel when the goal is to reach highly specific and qualified professional audiences. However, this also comes at a price: the cost per click is usually higher than on other platforms like Google Ads or Meta Ads.

What can you really achieve with LinkedIn Ads?

Long-term demand generation and branding: LinkedIn is perfect when the goal is to educate your audience before selling to them. Think of informative content that solves specific industry problems, like whitepapers, case studies, or webinars that help to strengthen brand authority.

Smart remarketing: This is where things get a bit sophisticated. Retargeting on LinkedIn allows you to re-engage those who have already shown interest in your content or visited your site. That said, LinkedIn remarketing tends to work better for audiences already advanced in their buying journey, rather than cold prospects.

More complex offers require more elaborate creatives: Video ads can work quite well, especially when they feature participation from key members of senior management. This generates a more personal and trustworthy connection with the audience.

What LinkedIn Ads is NOT:

It is not the ideal channel for quick lead generation or direct sales if your audience is cold. LinkedIn requires patience and continuous investment in education and trust-building—something many brands overlook. If your product or service is highly disruptive and there’s demand, you could try direct conversion. Otherwise, it’s best to focus on building long-term relationships.

So, is LinkedIn Ads a good solution for B2B?

It’s a strong channel, but not a magic solution. Optimise for the long-term, educate your audience, and don’t underestimate the value of high-quality content. If used with the right mindset, it can be one of the best tools for positioning your brand and generating qualified demand in the B2B space.

What do you think? What’s been your experience with LinkedIn Ads in B2B?

How Conversion Events Drive Brand Building and Engagement in Your Paid Media Campaigns

When we talk about conversions, we often think of the user’s final action: a purchase, a subscription, or a lead. But what about those “intermediate” events that also contribute to brand building and interaction? These types of conversion events can be an excellent way to improve the measurement of your brand strategy.

Consider this: events like spending 3 minutes on the page or scrolling 50% down are signals that you’re generating interest and real user interaction with your content, not just with the ad. These micro-conversions may seem small, but they add up to something bigger: the perception of your brand and the connection you build with your audience.

Think about it. If a user takes the time to explore a project on your website or interacts with your blog, it’s a sign of something important: trust and curiosity. These are the foundations upon which a brand is built. This type of event is key to nurturing long-term relationships and encouraging interaction with your content.

How do you optimise a campaign to maximise these events?

1. Define and measure interaction points: Use data such as time on page, scroll depth, and visits to key sections of the site. You can also measure events that combine several of these interactions.

   
   

2. Apply the appropriate attribution model:

• 1-day click, 0-day view: Ideal for engagement-type conversions or customised events on your website.

• 1-day click, 1-day view: Recommended for non-commercial leads, such as free content exchanges and referrals from Google.

The goal of choosing the right attribution model is to best represent the impact and relevance of these events. A broad attribution window may generate less relevant conversions and cause the events to lose their original purpose.

Conclusion: These methods will help you better understand how your audience connects with your brand and refine your content and creative strategy to further encourage these interactions.

💡 It’s never too late to integrate these events and attribution methods into your advertising goals.

🔍 Want to delve deeper into how these events can affect your paid media strategy? Leave a comment or send me a message, and we’ll discuss it.