The holy grail of any website is to generate leads and sales. It’s a waste when there’s a great hook in an ad but it doesn’t generate sales.
An insidious little gremlin lurks in the midst of the ad-to-landing page continuum that confounds visitors. The problem is that advertisers treat every visitor to their site the same…using the same words in their advertising for all visitor types. But visitors aren’t the same.
Visitors will have different levels of awareness about your product.
So why do your ads communicate the same thing?
If your target market is “problem aware” then ad messaging should focus on the problem and why it exists. The landing page should articulate the problem, why it exists and what solutions are available. You move people from problem aware
There also another element of the awareness stage. The visitors level of sophistication with problem and solution. You would scare visitors away if you used
Your advertising and landing must address both awareness and sophistication level of your customer.