Message Match
Align ad and page.
What Message Match Is
Message match is the consistency between the ad or link a visitor clicked and the landing page they arrive on. When the wording, offer, and look line up, visitors feel they are in the right place.
When they do not match, visitors get confused, doubt the offer, and bounce. Message match is one of the strongest levers on conversion rate.
The Click Is a Promise
Every ad makes an implicit promise. The visitor clicks expecting the page to deliver exactly what the ad described.
The landing page must keep that promise within the first few seconds. A broken promise feels like a bait-and-switch, even when it is just careless copywriting.
Ad: "50% off running shoes today"
GOOD page headline: "Running shoes - 50% off today"
BAD page headline: "Welcome to our store"