Angle & messaging
Message match
Also called ad to page message match.
Message match is the alignment between the ad's headline and the first screen of the landing page. When the page repeats the promise that earned the click, in the ad's own words, fewer visitors bounce.
What does strong message match look like?
The headline echoes the ad, the hero image matches the creative, and the offer in the ad appears on the page. The visitor lands and instantly knows they are in the right place, so they keep reading instead of starting over.
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