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Importance of Message Matching

Learn why message matching for your ads and Google AdWords landing pages is so critical to the success of your ad campaign.

One of the biggest mistakes people make when in their AdWords campaign is sending traffic to a landing page that has a different message than the ad users clicked on.

It’s like buying tickets to go see the latest Star Wars film, taking your seat in the theatre, and being shown a Star Trek film instead. Chances are you would probably walk out and demand a refund from the movie theatre.

Same thing can happen with your landing page if you don’t use message match. Visitors will click on your ad, get to your landing page and bounce.

What Is Message Match in Google Adwords Landing Page?

So what is message match exactly? It’s the process of ensuring that the ad a visitor clicks on matches the content and message of the landing page you are sending them to.

For example, if you show a user an ad for adopting dogs, you wouldn’t take to them to a landing page for adopting cats. Or another example might be if you own a jewelry store and put up an ad for engagement rings. The landing page should be the product category page for engagement rings and not a page that shows all different types of rings.

Whether it’s extreme like the first example or more subtle like the second example, it can be detrimental to your campaign. Show an incorrect offer and users will leave your page, or show too many options and a user might get distracted. The best way to avoid negative message match is to create a dedicated landing page for each individual ad.

Doing this will increase the chances that your visitors continue through to your call-to-action (CTA) and don't exit your page. There was a reason why they clicked on the ad in the first place. You completed step one in the conversion process, now follow through with the same message/offering and close the deal.

Pro-Tip: Visuals are important

Message matching doesn’t end with just copy on your ad and your landing page. It’s important to make sure that any visual elements used in your ad are also used on your landing page.

Impact on Your Quality Score

Another important reason to make sure you have a good message match is your ad Quality Score. Google defines Quality Score as an estimate of the quality of your ads, keywords, and landing page. Higher-quality ads can lead to lower prices and better ad positions.

Bad message matching on your AdWords landing page can result in a loss of money and an unsuccessful ad campaign. If visitors leave your landing page shortly after clicking on your ad, then that’s a sign to Google that your landing page is irrelevant. This will result in your ad having a low Quality Score, which means your ad placement will be lower and your overall cost per click (CPC) will be higher.

So what’s the best way to avoid this? Proper usage of message match across all your Google ads and Google AdWords landing pages. By focusing on message match, you will increase the ROI on your PPC campaigns.


What makes your landing page different from your home page is that it’s designed to meet a very specific need. The better it matches that need, the better your ad campaign will perform as a whole.

In addition, the better your message match, the easier it is to test your overall message from the moment a user clicks your ad up until they convert. Which will help to narrow down which ad copy and landing page copy resonates most with your target audience.

And that, my friends, is a win-win situation!

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