Have you ever noticed a disconnect between an ad’s copy and the landing page it links to? Sometimes, one person writes the ad, and another creates the landing page. They should knit together seamlessly but often don’t.
When the landing page seems disconnected from the ad copy, it’s a good bet beaucoup conversions are being lost.
It seems almost too obvious to suggest, but walking through the complete user experience for a given ad is 100% necessary. If there’s a download on the landing page, then download that file. If the link to the download site comes via email, make sure that email delivers to your inbox, and that all the copy in that email message lines up with what you’re saying in the ad and on the landing page.
The bottom line is this: An Internet Marketing campaign has a lot of moving parts. All the niggling details need to be checked. If you don’t “conform” all the moving parts, you’re probably leaving money on the table. You can think of it as a form of ad optimization. LC