Message matching is critical for conversion


TOO many Australian businesses waste money on pay-per-click campaigns because their advertising and landing page messages do not match.  

So how do you stop flushing your campaign budget down the toilet?

Message matching means matching your landing page message to your advertisement message. It ensures site visitors are satisfied with the result when they click on an ad.

It’s the main component of landing page optimisation, so we’ve shared the following tips on how to turn wasted advertising dollars into genuine returns.

MORE: Are your website clicks being wasted?

Better user experience means better ad price

Good user experience not only improves conversion, it also brings lower ad prices and better ad positions. This is because Google, Facebook, Linked etc keep track of the popularity of your advertisements.

With poor message match, there will be a higher bounce rate which is interpreted by Google as a poor user experience – which you are penalised for.

The stronger your message match is, the better the user experience is – making your account history more positive, lowering your costs.

What’s the best way to match the message?

Use a dedicated and focused landing page that match your advertisements.

For example, if an ad is selling a business’s cheap domestic holidays, the user will subconsciously expect to land on a page with information about budget holidays within Australia.

But if the first thing they see is an image of the Eiffel Tower or a headline about New York, they will quickly leave that website, and probably never return.

What does proper message match look like?

Consider the following Facebook ad (left) and accompanying landing page (right).

The colours are the same, the smiling face is the same and the message is the same.

Fernwood Facebook post

 Fernwood landing page








What’s wrong with my homepage?

A homepage has a general purpose, and that’s to promote a brand generically.

A landing page on the other hand, is designed for a single campaign. This is an incredibly important difference, as businesses have many campaigns, each of them with a different agenda, and each of them need their own headline.

A homepage is not the right place to send traffic because there are too many distractions and mixed messages for the consumer.

Match the images

Images are processed in people’s brain faster than words.

Therefore, if the background photo on a landing page, is the same as the ad’s main image, visitors will make a quicker connection.

This creates confidence that visitors are in the right place, and that “they made the right click”.

So If your ad is visual, such as a display ad or a Facebook ad – you need to follow the design of your ad through to the landing page.

The stronger the design of your landing page matches the design of the ad, the stronger the design match will be.

What if creating landing pages is not an option?

For many businesses, creating new landing pages for every new ad campaign is not practical.

But there are some free tools available to get a basic Facebook landing page up and running.

The most popular are Short Stack and Pagemodo. You can choose which template works best for your campaign.

Are you ready to start converting more of your website visitors into leadsTalk to an expert today.


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