You have a great CTR. Your CPCs are low. But your traffic hits the site and bounces immediately.
The diagnosis? Broken Message Match.
In the old days, you could dump all traffic onto your homepage or a generic Product Detail Page (PDP). Today, that is financial suicide.
The Continuity Principle
The job of the landing page is not to "sell" the product from scratch. It is to continue the conversation started in the ad.
If your ad talks about "Solving Back Pain," but your landing page headline says "High Quality Memory Foam," you have lost the prospect. The cognitive dissonance causes them to leave.
The 3 Types of Landing Experiences You Need:
🎯 The Advertorial (For Cold Traffic):
Use when: Your product requires explanation or education.
The Goal: Agitate the problem and present your product as the only logical solution.
Ad Angle: "Why this new tech is going viral."
🎯 The Listicle (For Comparison Shoppers):
Use when: You are in a crowded market (e.g., mattresses, supplements).
The Goal: "5 Reasons Why [Brand] Beats The Competition."
Ad Angle: "Stop buying generic vitamins."
🎯 The Offer-Specific PDP (For Retargeting/High Intent):
Use when: The customer is ready to buy.
The Goal: Remove friction and highlight the bundle.
Ad Angle: "Get 50% off your first box."
The "Scent Trail" Check
Open your top-performing ad. Now click it.
Does the headline on the page match the text in the ad?
Is the primary image on the page similar to the video thumbnail?
Is the offer in the ad immediately visible above the fold?
If you answered "No" to any of these, you are leaking revenue.
P.S. Never send paid traffic to a homepage. Ever.
