Traffic & Ad Match
My ads get clicks but the page doesn't convert. Where's the problem?
Put the ad and the first screen side by side. If they don't use the same words and promise the same thing, the visitor has to translate, and most won't. Message match is the highest-leverage fix in paid traffic and it costs nothing but attention.
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.