Video, Facebook Ads

How "Scent" Improves Your Advertising Campaigns

The post-ad experience is just as important as the ad itself, and even more important is that they provide a consistent experience for the user. Watch today’s video to hear why.

Transcript:

After someone clicks on your ad, they're then going to be taken to the landing page that you've sent them to. And that person typically has an expectation in their mind about what they want to see there. So it's your job to make sure that you're fulfilling that expectation and giving them what they want, after they've clicked on that ad. So this means that your copy and your messaging needs to really be in alignment from the ad to the landing page so that there isn't a disconnect there with their expectations.

So for example, if you're advertising in your ad that your product is eco-friendly, environmentally sustainable, and someone clicks on the ad, and then the landing page doesn't mention that at all, that user is going to be really confused because they thought they were interested in one aspect of the product. I mean, it's not mentioned, and you're going to be really likely to lose them. There's not a lot of people that are going to dig through your site to find the information they want. And this often means that you need to create multiple landing pages.

If you've got different campaigns or different messaging out there, maybe you have different audiences that you need to cater to. Or perhaps you're just doing a lot of testing of your messaging right now. So you should have a landing page for each type of campaign messaging that you're promoting out there so that you can make sure that the messaging is consistent throughout that funnel. In marketing, this is referred to as scent because it's kind of like the user is following a trail of that scent or that messaging. And so you want to make sure that that scent is followed all the way from the ad to the landing page all the way through to the end of the conversion event so that you can just make that a really consistent, seamless experience for them.

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About Leah Mazur

Leah has worked in digital marketing for 9 years. She consults for clients on digital advertising and teaches marketing workshops across Canada.
  • Montreal, Canada
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