This document outlines a presentation given by Scott Brinker of ion interactive and Sally Lowery of iContact on post-click marketing strategies. The presentation consisted of three parts: 1) a post-click marketing heuristic, 2) a case study showing why the status quo was not working for iContact, and 3) best practices for landing pages with Google Instant Preview for Ads. The case study discussed how iContact improved conversion rates by 32% by implementing self-segmentation, testing brand versus product creatives, and offering multiple product options tailored to customer segments.