If you’re spending money driving traffic to your website or online store with Facebook, Google, or Instagram ads, there is a good chance you have a very targeted message. You know exactly who you are trying to reach and what page you want to send them to. In order to get the most return on your ad spend, you should be matching you advertising messages with the messages that a visitor sees when they land on your site.
The two main components of message matching are connecting your headlines and your calls to action. For your headline, it makes the most sense to use the exact same words so that a visitor knows that they have come to the right place. This is easily done with Facebook and Google. For Instagram, you’ll simply want to make sure your headline is directly related to whatever the text in the caption or overlaid on the image was.
The second component of message matching is your call to action. Whatever offer was in your ad - whether that is a discount, a chance to learn more, or some piece of content - it should be the primary offer that someone sees when they click through to your site.
Display on Click Through
To do this, there are two primary options. One is to create a unique landing page for each ad or set of ads you might be running. The second is to create targeted pop-ups and overlays that speak directly to the content of your ad without bloating your website.
- Pop-Ups: With a pop-up or overlay message, you can target your campaign based on the exact URL someone visits and include your UTM codes in that message. Pop-ups and overlays are best suited for simpler messages or a special offer.
- Landing Pages: With a landing page, you have a unique URL that you can point point your ads. You’ll also have more room to write and tell a complex story that leads to an on-site submission.
Content Download Landing Page
Content Download Pop Up
Next we'll talk about how to tie your campaigns to your ads with UTM codes.