Your Ads Are Making Promises Your Landing Page Experience Doesn’t Keep
About this episode
The episode discusses the disconnect between ad campaigns and landing page experiences, highlighting the importance of alignment for better conversion rates.
https://youtu.be/0Wdd0t9kpX4 There is a fundamental disconnect in our organizations that is showing up in our ad campaigns. One team creates and manages the ads, Meta ads, Google ads, Bing ads. The landing pages from which the ad team chooses were created by another team, the web team. The ad team has one priority: increase traffic and demand that generates revenue. The web team has a number of goals, most of which involve publishing pages. These goals are not aligned. How bad can things get? We pulled the ad portfolios of dozens of brands and compared them to the landing pages that serve those ads link. We were surprised that so many brands had serious alignment issues: Ads linking to the home page Ads linking to pages without calls to action Landing pages that served dozens of different ads Here are some of the things I cover in my presentation, which you can watch on YouTube. Why does ad spend keep rising while conversion rate stays flat? Because the ad makes a promise (an offer, a headline, a specific claim) that the landing page doesn't keep, so no amount of extra spend fixes a ceiling caused by the page itself. What is the Ad Alignment Report? An AI-generated audit that…
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