First impressions matter.
For a large number of prospects in the digital world, their first impression of you is what happens when they click on one of your ads. Maybe it was a display ad that caught their eye. Maybe it was a search ad that appeared on a Google results page for a topic they were researching. Maybe it was a sponsored link in Twitter that aligned with their social interests.
For a brief, magical moment in a ridiculously noisy and crowded marketplace, you’ve caught their interest.
That’s a heroic accomplishment, and one that you no doubt paid handsomely to achieve. A recent IDC report on high-tech marketing budgets shows marketers allocating 23.6% of their digital spend on display ads and 15.9% on search ads. That’s a lot of money being spent to win that moment of attention.
But if someone clicks on your ad — another brief but crucial victory! — how do you capitalize on that moment that you’ve invested so much to win?
The baseline is giving them what you promised in that ad. It’s a complete fail if you don’t.
(Surprisingly, there are still a large number of companies advertising on the web that don’t cross that very low bar. Don’t take my word for it. Do a Google search on something of commercial intent, read the ads, and click through to their destinations. How many fulfill their promise? How many fail? For most categories, it’s a sorry ratio of broken promises.)