The AngleBrain framework
Ad-to-page match
Also called ad to landing page match, ad page match.
Ad-to-page match is how closely a landing page continues the promise, angle, and look of the ad that drove the click. High match keeps cold traffic reading. Low match makes them start over, and most of them leave.
Why is ad-to-page match so important?
The ad sets an expectation in the first second of attention. If the page confirms it, the visitor keeps reading. If the page makes them re-derive the benefit from a product name or an ingredient list, they bounce before they reach the proof that would convert them.
Related terms