Stay Consistent

By consistency, we mean how all the elements of a campaign work together. Ideally, these elements should match. Answering the following questions can help us stay consistent:

• What was the search that the consumer did that led them to see my ad or search result?
• Is my ad or search result well aligned to answer that search?
• Is this information repeated on the page that they arrive on?
• Do I create expectations with my page title and description, or headline and description that I thoroughly answer on the page?

These ideas are expressed in Figure 8.14.

Figure 8.14 Continuity