Internet Marketing Digital_marketing_for_dummies | Page 262

Calls out to your audience
Hits a pain point that your audience experiences
Gives your market a solution or a benefit (a reason to click)
Next, the image needs
To be eye catching
To correspond with your marketing message
Overall, verify that your creative and your copy don’t say different things. They need to
match or you risk confusing your audience. In addition, this matchup helps make your ad
copy and your creative more compelling, which also leads to the next area to troubleshoot.
Checking the congruency of your campaign
Finally, you need to troubleshoot the congruency of your ad as you move prospects to the
next step of your marketing funnel. For instance, after people click your ad and visit your
landing page, do they get what they expected? If your landing page doesn’t have the same
look and feel as your ad, people may think they’ve landed in the wrong place or that you
won’t deliver on the benefit promised in the ad. Something seems wrong to site visitors,
causing them to click the Back button in their browser.
So not only do you want each step of the campaign to build off the previous, you also want
the campaign to remain congruent throughout. To maintain congruence, consider keeping
the following elements in your ad design consistent throughout the campaign’s path:
Color scheme
Layout
Imagery
Font type, size, and color
Next, if you make an offer or touch on a pain point or benefit within the ad, reference that
again on the landing page. Make sure that these items appear quickly and aren’t buried
down the page or you risk losing the prospect. The easiest way to assure the prominence of
these items is with the copy: Use the exact same language from your ad to your landing
page headline, subheadline, and body copy. Also include the same images from the ad
within the landing page.
By ensuring that your ad and your landing page both reflect the same benefit, pain point,
offer, and design, you can maintain familiarity and preserve congruency.