Think of it this way: When you read about pitfalls in message matching, it’s often about aesthetics. Maybe a green banner ad drives to a purple landing page. Or a longtail keyword phrase isn’t included verbatim in the headline of the ad or landing page. Yes, these mismatches can disorient the visitor. And there’s a cost to you as an advertiser. Assets that don’t align can lower your ad relevance and landing page experience, which affects your Quality Score and can raise your cost-per-clicks.
But aesthetic mismatches generally won’t keep Fax Lists me (your target customer) from taking action if I want the offer on the page. Here’s what will keep me from converting though. An ad like this one, which promises a great deal on local storage: Driving to a landing page like this, where the $7/month deal is nowhere to be found: The landing page has some great qualities. It’s pretty and simple with no distractions. It tries to minimize risk by not asking for my credit card too early.
But it doesn’t reflect the offer I saw in the ad, which is why I clicked in the first place. and quote requests that pop up on the site, I can’t get to a $7/month storage offer. As a visitor, I feel tricked. I’m mad. And I’m not going to convert on an ad sequence that doesn’t keep its own promise. How to fix message mismatch Don’t put anything in your ad that a visitor can’t easily find on your landing page (dedicated landing pages can really help with this!).
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發表於 2024-3-13 11:11:45