Message consistency.
THE PRINCIPLE
The page must deliver what brought the visitor.
WHAT BROKE IT
An ad about a specific service leading to a general homepage.
The visitor has to look for what they clicked for. Most do not.
WHAT TO MATCH
The words used in the ad or link The specific offer The expectation created
HOW TO DO IT
Use the ad's key phrase in the page headline.
That reassures the visitor immediately.
FOR SEARCH ADVERTISING
A page per service or group of searches.
Not every ad to one page.
FOR SOCIAL ADVERTISING
A page matching what the image and text promised.
FOR EMAIL CAMPAIGNS
The page should continue the message, not restart it.
WHAT TO CHECK
Click your own ad and see whether the page makes sense as a continuation.
WHAT THIS AFFECTS
Conversion rate substantially, and advertising cost, since relevance affects what you pay.
