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