Traffic & Ad Match
How is cold traffic different from warm?
Cold traffic doesn't know you and needs context before the ask: what this is, who it's for, why believe it. Warm traffic finds that context tedious and wants the offer. Serving both on one page usually means boring your warm audience while under-explaining to your cold one.
Next moves
- Put the ad and the first screen side by side. Do they use the same words?
- Build a page per real offer, not one page for every campaign.
- Match temperature. Cold traffic needs context that warm traffic finds tedious.
Bring the ad, not just the page. Half the answer usually lives upstream.