It’s a well-established principle that digital ads are far more likely to drive conversions when combined with complementary landing pages. According to a HubSpot survey, companies with more than 30 landing pages on their website generated seven times more conversions than companies with one to five landing pages.
However, an ad-and-landing page combo alone won’t always be enough to convert customers. In fact, a poorly-implemented landing page can actually harm your ad campaign – especially if it fails to deliver on the ad’s promises or directly contradicts them. To avoid that, you need to ensure consistency across both.
If you’re still not convinced, here are several reasons why your landing page and ad content should match.
1. Reaching your goals
Do you want to drive sales, signups, form fills, registrations or something else? Pick a goal and ensure your ad groups and landing pages are both working together toward achieving it. Doing so will help you align your visuals, messaging and other elements across the two mediums and ultimately drive conversions.
2. Visual branding
Whether you are running text or banner ads, the landing page on the other end shouldn’t overwhelm the user with unexpectedly different or off-putting visuals. Instead, the visuals on your landing page should mirror the ad creative. For instance, if your ad’s main image features a specific product, then a similar or the same image should be on your landing page to reduce the number of customers who might leave the page. Your colour palette and brand logo should also remain the same across ads and landing pages.
3. Similar keywords and copy
Text ads, such as the ones found on Google and Bing, rely heavily on keywords and ad copy to reach and attract customers. This means that the keywords and ad copy on your landing page should be the same or similar. For instance, if your ad features phrases, such as “low-calorie snacks” and “20% off,” your landing page should feature them as well. This will communicate to your users that they are in the right place and prevent them from leaving the page.
4. Better experience
It may seem obvious, but the offer, product or service on your landing page should be the same as the one in your ads. For instance, your ads shouldn’t promise a free trial of your software if they lead to a landing page that tells the user to purchase it instead. Ideally, your landing page should expand on your ad and provide a link to the free trial you promised.
5. Capture mobile users
Your ads may be optimized for the mobile market, but your landing pages may not be. Yet there’s nothing more annoying to a mobile consumer than clicking on an ad that takes them to a hard-to-read landing page. If you are actively targeting people on mobile, make sure your landing pages are as effective as your ads – or you will lose conversions.
6. Accurate measurements
Consistency across your ads and landing pages will allow you to measure the results of your marketing campaigns more accurately. For instance, your customers may be clicking on your product ads, but for some reason, they are not converting. If your ads display the same product as your landing page, you may deduce that your ads are not attracting the right customers or your value proposition is not effective enough. You can then use this knowledge to fix the problem and generate more conversions.
In the end, it’s all about trust
One of the biggest reasons marketers combine ads with landing pages is to establish trust with their customers. Doing so helps them reduce bounce rates and increase their quality score on Google, which in turn results in better ROI and, of course, more conversions. However, this trust can be easily broken if your ads set up expectations that your landing pages can’t meet. So, stay true to your brand and your products!
If you need help with running a digital campaign on Google, Yahoo! or Bing, consider consulting with the pros at Yellow Pages and get them to plan, build, optimize and monitor one for you!