Connect your ads to your landing pages
To make this connection, the consumer must perceive similarities between the ad and the page to which they are redirected. This similarity is called message matching. To better understand this, let's take the following example: you come across a movie poster that catches your attention. To learn more about the movie, you watch the trailer, which extracts parts of the movie to weave an intriguing storyline. But when you watch the movie, you are disappointed that the storyline is completely different from the trailer. Why is that? Simply because there was no clear correspondence between the messages from the advertising campaigns and the movie you watched.
In order to create an effective landing page toincrease your conversion rate, it is important to pay attention to the keywords. These keywords are specific terms that must be relevant and related to your company's activities. These terms are important to keep the message you want to convey in your ads. The consumer must be able to identify the product or service from the images presented in the ad. They should be related to the title and messages displayed in the ad.
Capitalising on images
The images must also correspond to the title, whether they are images of your products, or other illustrations that you will use to highlight these products. There should be a certain similarity between your images and the message you want to convey to your (potential) customers. The same goes for the rest of the landing page and the keywords you want to put forward. They must be part of the same marketing strategy in order to increase your conversion rate. In contrast, a landing page allows you to create multiple landing pages with different titles using different keywords that correspond to your ads. Each specific ad campaign can have a different message or image, allowing you to test different campaign formats. Take care of your loading times by optimizing your images.
Why is it important to match the message?
Congruence, context, relevance and respect for the theme are the watchwords. Your ads should not redirect your visitors to a page that seems to have nothing to do with the ad itself. If this is the case, visitors will leave your landing page very quickly because they won't see any correspondence with the ad they originally viewed. So remember, the more your ads match your landing pages, the more likely you are to increase your conversion rate!