How to reverse-engineer your online advertising strategy

Online advertising experts love to talk about the importance of matching your landing page content to your ads. And you’ll get no argument from me — it’s a great way to improve the performance of your online advertising.

I mean, it just makes sense. People click on your ad because the messaging resonates with them. If you have the same messaging on your landing page, that should resonate with these users and cause them to convert, right?

As great as this approach is, the success or failure of a “match your landing page to your ads” approach to advertising rides on one critically important assumption: that you’re using the right ad messaging.

Unfortunately, if your landing page strategy is based on your advertising strategy, there’s no easy way to test this assumption. You are fundamentally limited by your ability to predict what messaging will work for your target audience. If you’re way off-base, there’s no real way to know.

[Read the full article on Search Engine Land.]