To ensure a cohesive customer experience for a responsive display ad, what best practice should the landing page follow?
- The messaging on the landing page should be different to the messaging on the ad
- The messaging on the landing page should match the messaging on the ad
- The headline should be clear and effective without the support of a description
- The use of new ads prevent potential customers from developing ad fatigue
Explanation:
The best practice for ensuring a cohesive customer experience for a responsive display ad is that the messaging on the landing page should match the messaging on the ad. Consistency in messaging between the ad creative and the landing page content is crucial for providing a seamless and coherent experience for users. When users click on an ad, they expect to find information on the landing page that aligns with what was promised in the ad. Matching messaging helps in maintaining trust, reducing bounce rates, and increasing the likelihood of conversions. Advertisers should strive for a unified narrative and visual identity across their ads and landing pages to enhance user engagement and deliver a more effective and satisfying customer experience.