Sometimes surprises are great, especially when it comes to holiday gifts. That watch you wanted and thought nobody remembered, that new electronic that you were sure was completely sold out, some of the best gifts are surprises. The key word there, however, is “best”.
There are plenty of bad surprise gifts around the holidays too: clothing that’s too small, too big, or just totally NOT your style, fruit cake, almost anything with the word “novelty” in it’s title and, of course, message mis-match!
Message match is an important best practice to implement on your landing page campaigns. Promise something in your headline or ad? Make sure that’s what your viewer sees when they click on your link! This is one place that people do NOT want surprises, even during the holidays.
Check out this example of awesome message match by Kalido, a leading provider of agile information management.
The search ad for the ‘master data management’ keyword promises a free white paper to help master data and gain control and insight.
Click the link and what do you get? Exactly what you wanted for Christmas — a free white paper discussing MDM solutions and the benefits of choosing the Kalido application.
It seems easy enough, but you’d be surprised at how few post-click experiences fulfill their promises. I love this example because Kalido does message match really, really well.
This holiday season, give your customer exactly what they want — a very merry message match!