How to Choose the Right Ad for Alignment

Learn how to choose the right ad for alignment.

To get the most out of your campaign, it’s important to select an ad whose messaging shows promise (i.e. strong clickthrough rates) but isn’t converting into leads on your landing page. This typically indicates that while your ad is appealing, there may be a misalignment between the ad’s promise and your landing page content.

What to Look For

High Clickthrough, Low Conversions:
Identify the ad(s) that are generating strong clickthrough rates. These ads are grabbing user attention. However, if you notice that these clicks aren’t converting into leads or sales on your landing page, it may be a signal that the landing page isn’t meeting the user’s expectations created by the ad.
Misaligned Messaging:
Compare the ad copy with your landing page content. Look for differences in:
- Tone and Voice: Is the ad written in an energetic, urgent tone while the landing page is more neutral or generic?
- Offers and Value Propositions: Does the ad highlight a special offer or benefit that isn’t evident on the landing page?
- Calls-to-Action (CTAs): Is the CTA in your ad more compelling or clear than on your landing page?
Potential for Optimization:
Choosing an ad with promising CTR but low conversion is a great opportunity. Aligning the landing page to echo the ad’s compelling messaging may help close the gap and boost conversion rates.

Steps to Identify the Ad

Review Performance Data:
In your Ads account, check the performance metrics for your ads:
- Clickthrough Rate (CTR): High CTR indicates the ad is engaging.
- Conversion Rate: Low conversion on the landing page indicates a disconnect.
Analyze Messaging Consistency:
Compare the ad’s headlines, descriptions, and offers with the landing page’s content. Make a note of any discrepancies or gaps in the messaging.
Select the Target Ad:
Choose the ad that has:
- A high CTR (indicating strong initial interest)
- A low conversion rate (suggesting a misalignment with the landing page)
- Clear differences in messaging between the ad and landing page (such as a promised offer not being reflected on the landing page)
Document Your Findings:
Record the selected ad’s copy along with notes on where the misalignment occurs. This documentation will be crucial when revising the landing page copy to better match the ad.

Why This Approach?

Improves User Experience: Aligning the landing page with the ad’s messaging creates a seamless user experience, reducing confusion and increasing the likelihood of conversion.
Data-Driven Decisions: Focusing on ads with high engagement but low conversion provides clear, measurable opportunities for improvement.
Maximizes ROI: By addressing the misalignment, you can boost conversion rates and ultimately improve the return on your ad spend.

Using this process, you can identify the ad that is most in need of alignment with your landing page, ensuring that your high-performing ad delivers its full potential in converting clicks to leads.

If you need further assistance or have any questions, please reach out to our support team.

What to Look For

High Clickthrough, Low Conversions:
Identify the ad(s) that are generating strong clickthrough rates. These ads are grabbing user attention. However, if you notice that these clicks aren’t converting into leads or sales on your landing page, it may be a signal that the landing page isn’t meeting the user’s expectations created by the ad.

Misaligned Messaging:
Compare the ad copy with your landing page content. Look for differences in:

Tone and Voice: Is the ad written in an energetic, urgent tone while the landing page is more neutral or generic?
Offers and Value Propositions: Does the ad highlight a special offer or benefit that isn’t evident on the landing page?
Calls-to-Action (CTAs): Is the CTA in your ad more compelling or clear than on your landing page?

Potential for Optimization:
Choosing an ad with promising CTR but low conversion is a great opportunity. Aligning the landing page to echo the ad’s compelling messaging may help close the gap and boost conversion rates.

Steps to Identify the Ad

Review Performance Data:
In your Ads account, check the performance metrics for your ads:

Clickthrough Rate (CTR): High CTR indicates the ad is engaging.
Conversion Rate: Low conversion on the landing page indicates a disconnect.

Analyze Messaging Consistency:
Compare the ad’s headlines, descriptions, and offers with the landing page’s content. Make a note of any discrepancies or gaps in the messaging.

Select the Target Ad:
Choose the ad that has:

A high CTR (indicating strong initial interest)
A low conversion rate (suggesting a misalignment with the landing page)
Clear differences in messaging between the ad and landing page (such as a promised offer not being reflected on the landing page)

Document Your Findings:
Record the selected ad’s copy along with notes on where the misalignment occurs. This documentation will be crucial when revising the landing page copy to better match the ad.

Why This Approach?

Improves User Experience: Aligning the landing page with the ad’s messaging creates a seamless user experience, reducing confusion and increasing the likelihood of conversion.

Data-Driven Decisions: Focusing on ads with high engagement but low conversion provides clear, measurable opportunities for improvement.

Maximizes ROI: By addressing the misalignment, you can boost conversion rates and ultimately improve the return on your ad spend.

Using this process, you can identify the ad that is most in need of alignment with your landing page, ensuring that your high-performing ad delivers its full potential in converting clicks to leads.

If you need further assistance or have any questions, please reach out to our support team.