{"id":12860,"date":"2019-04-23T14:10:19","date_gmt":"2019-04-23T19:10:19","guid":{"rendered":"https:\/\/dmwsprod.wpengine.com\/?p=12860"},"modified":"2022-05-25T08:00:50","modified_gmt":"2022-05-25T13:00:50","slug":"ad-scent","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/ad-scent\/","title":{"rendered":"Ad Scent: Boost Conversions by Providing a Consistent Ad Experience"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large is-resized largeScreensOnly\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/05\/Boost_Conversions_Ad_Experience-1024x576.jpg\" alt=\"Ad Scent: Boost Conversions by Providing a Consistent Ad Experience\" class=\"wp-image-160215\" width=\"1024\" height=\"576\" srcset=\"https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/05\/Boost_Conversions_Ad_Experience-1024x576.jpg 1024w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/05\/Boost_Conversions_Ad_Experience-300x169.jpg 300w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/05\/Boost_Conversions_Ad_Experience-768x432.jpg 768w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/05\/Boost_Conversions_Ad_Experience-1536x864.jpg 1536w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/05\/Boost_Conversions_Ad_Experience.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>You know the story\u2026 you\u2019ve split tested, reworked, and tweaked your paid ads and still have nothing to show for it.<\/p>\n\n\n\n<p>We\u2019ve all been there.<\/p>\n\n\n\n<p>But one thing we often forget about when we\u2019re testing campaigns is our ad scent.<br>I\u2019m not talking about scratch-and-sniff stickers here; I\u2019m talking about the trail a customer follows, starting with a paid ad and leading to your website, all with the goal of taking them through the <a href=\"https:\/\/www.digitalmarketer.com\/blog\/customer-value-journey\/\">customer journey<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Marketing That Stinks<\/h2>\n\n\n\n<p>One of the most frustrating experiences as a consumer is when you click on a link and you\u2019re thrown off the scent because the link you clicked sent you to a seemingly\u2014or completely\u2014unrelated page.<\/p>\n\n\n\n<p>Stinks, doesn\u2019t it? \ud83d\udca9<\/p>\n\n\n\n<p>Well, it doesn\u2019t convert well either. The \u201cscent\u201d from what was promised to what is delivered is so incongruent that virtually every visitor will bounce immediately.<\/p>\n\n\n\n<p>Let\u2019s be honest, though, nearly every \u201cpath\u201d on the web could stand to improve its ad scent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">But What Even is Ad Scent?<\/h2>\n\n\n\n<p>Ad scent is the consistency between an ad and the landing page it sends you to.<\/p>\n\n\n\n<p>When done right, there should be a seamless transition from ad to landing page. If there is any friction, you run the risk of the customer dropping out of the process.<\/p>\n\n\n\n<p>Take this Stitch Fix ad as an example, which shows jeans, specifically \u201cthe best-fitting jeans.\u201d<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" width=\"400\" height=\"553\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img1.jpg\" alt=\"Stitch Fix ad with good ad scent\" class=\"wp-image-75153\"\/><\/figure><\/div>\n\n\n\n<p>This ad sends you to this landing page, all about \u201cyour new favorite jeans.\u201d They even maintain the \u201c50+ brands\u201d messaging.<\/p>\n\n\n\n<p>The landing page feels and looks just like the ad, and customers get exactly what they clicked to find: jeans.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" width=\"600\" height=\"291\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img2.jpg\" alt=\"Landing page with good ad scent from Stitch Fix ad\" class=\"wp-image-75154\"\/><\/figure><\/div>\n\n\n\n<p>The key to getting ad scent right is to understand the importance of maintaining the scent for these 3 major elements:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Design\/Imagery<\/li><li>Benefits<\/li><li>Offer<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Design\/Imagery Scent<\/h2>\n\n\n\n<p>Design is one of the most important aspects of ad scent because without cohesive imagery from an ad to your site, it\u2019s easy to confuse someone. And as a consumer, you need to know you\u2019re taking the right steps to find your desired end result.<\/p>\n\n\n\n<p>Consider keeping the following elements in your design consistent along your path:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Color scheme<\/li><li>Layout<\/li><li>Imagery<\/li><li>Font Selection\/Size\/Color<\/li><\/ul>\n\n\n\n<p>(<strong>RELATED:<\/strong> <a href=\"https:\/\/www.digitalmarketer.com\/blog\/design-facebook-ad-images\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Design Facebook Ad Images Like a Pro (\u2026When You\u2019re Really an Amateur)<\/a>)<\/p>\n\n\n\n<p>Here\u2019s a path from Parachute with good design scent. This is a Facebook ad leading to a landing page.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"553\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img3.jpg\" alt=\"Ad with good Ad scent from a design perspective\" class=\"wp-image-75155\"\/><\/figure><\/div>\n\n\n\n<p>Right off the bat, Parachute drives you to a blog post on the same topic as the ad. They also used the same image as in the ad, so you know that you\u2019re in the right place.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"420\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img4.jpg\" alt=\"Landing page from ad with good ad scent\" class=\"wp-image-75156\"\/><\/figure><\/div>\n\n\n\n<p>They also keep a consistent color scheme throughout the blog\u2014the gold color transfers from the headline down through the color of the links within the text, giving you a consistent scent throughout your entire experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Benefit Scent<\/h2>\n\n\n\n<p>A good example of a benefit scent is a car salesman.<\/p>\n\n\n\n<p>Before I lose you\u2026 hear me out.<\/p>\n\n\n\n<p>A good car salesman will listen very carefully to what you say.&nbsp;He\u2019ll study your body language. He\u2019ll try to find out if you\u2019re more interested in horsepower or gas mileage. Luxury or economy? GPS, 4-wheel drive, satellite radio?<\/p>\n\n\n\n<p>Then he\u2019ll craft his pitch around the benefits you care about.<\/p>\n\n\n\n<p>Your <a href=\"https:\/\/www.digitalmarketer.com\/blog\/digital-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">paid ads<\/a> serve the same purpose. A click on an ad is an indication of interest in that thing, and the ensuing pitch should be consistent with the benefits from that ad.<\/p>\n\n\n\n<p>Below you\u2019ll find a Facebook sidebar ad where Framebridge is advertising a bamboo frame for your wedding day pictures:<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"372\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img5.jpg\" alt=\"Ad with bad benefit ad scent\" class=\"wp-image-75157\"\/><\/figure><\/div>\n\n\n\n<p>But when you click:<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"322\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img6.jpg\" alt=\"Landing page from ad with bad ad scent that goes to a page unrelated to the ad\" class=\"wp-image-75158\"\/><\/figure><\/div>\n\n\n\n<p>Wait\u2026 what?<\/p>\n\n\n\n<p>There\u2019re no bamboo frames on the landing page, and not even anything remotely close to a wedding day photo (aside from the fact that the woman in the photo is wearing white).<\/p>\n\n\n\n<p>Sorry, Framebridge, but this is a poor attempt at a benefit, and, quite frankly, the ad scent is off.<\/p>\n\n\n\n<p>While the ad looks good and the landing page looks good, there\u2019s no sense of continuity between the two. It would (obviously) make more sense to be sent to a landing page that is selling the bamboo frame or a variety of selections popular for wedding photos.<\/p>\n\n\n\n<p>But with neither of those provided, you\u2019re just left with an offer for custom framing, which would probably throw you off the scent based on why you originally clicked.<\/p>\n\n\n\n<p>It\u2019s surprising how often marketers get this wrong.<\/p>\n\n\n\n<p>If you make an offer in an ad, maintain the scent of that offer from the ad to the landing page. Otherwise, it\u2019s bye-bye traffic.<\/p>\n\n\n\n<p>The easiest way to do this is to use the same language from ad to landing page headline. But it can be done in a subtler manner.<\/p>\n\n\n\n<p>In this PPC ad for the Nomatic Laptop Bag, we find that the same language is used on Google and the video on the landing page. This is a particularly good use of ad scent because you\u2019re enticed to click the video and consume the content immediately to follow the scent.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"180\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img7.jpg\" alt=\"Ad for bag with good ad scent\" class=\"wp-image-75159\"\/><\/figure><\/div>\n\n\n\n<p>The bullet points on the landing page even describe what is in the description of the ad, which is helpful to drive home the point that you\u2019ve found exactly what you\u2019ve been looking for.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"251\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img8.jpg\" alt=\"landing page from bag ad\" class=\"wp-image-75160\"\/><\/figure><\/div>\n\n\n\n<p>When using the query \u201chair products,\u201d however, you\u2019ll find that it\u2019s easy to get lost.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"84\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img9.jpg\" alt=\"John Frieda Ad for volumizing shampoo\" class=\"wp-image-75161\"\/><\/figure><\/div>\n\n\n\n<p>What I\u2019m looking for by clicking on the above ad is a product that will create is voluminous hair, right?<br>I\u2019m thinking some serious Farrah Fawcett hair. Except, when you click the ad, you get this:<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"280\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/Ad-scent-img10.jpg\" alt=\"John Frieda landing page with bad ad scent\" class=\"wp-image-75162\"\/><\/figure><\/div>\n\n\n\n<p>What do dry shampoo products have to do with the ad above?<\/p>\n\n\n\n<p>One of the most important things you need to think about when selling a product is <strong>expectation vs. reality.<\/strong> What would someone expect to see vs. what you are actually selling\u2014if there\u2019s a discrepancy, you probably need to fix either the design, benefit, or offer of your ads.<\/p>\n\n\n\n<p>Overall, sometimes you need to stop and smell the <a href=\"https:\/\/www.digitalmarketer.com\/blog\/digital-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">online ads<\/a> (that\u2019s the clich\u00e9, right?). If something smells a little off, use the tactics above to start to increase conversion rates and get everything flowery fresh once again.<\/p>\n\n\n\n<a href=\"https:\/\/img1.niftyimages.com\/click\/6y5\/d3xh\/0a7h\"> <img decoding=\"async\" src=\"https:\/\/img1.niftyimages.com\/6y5\/d3xh\/0a7h\"> <\/a>\n","protected":false},"excerpt":{"rendered":"<p>Want to make sure your ads are converting the way they should? Improving your ad scent is a simple way to make sure your customers are flowing easily through your funnels every time.<\/p>\n","protected":false},"author":15,"featured_media":160215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[34,53],"tags":[71,72,73,74],"class_list":["post-12860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-paid-media","tag-ads","tag-facebook-advertising-2","tag-landing-page-design","tag-paid-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ad Scent: Boost Conversions by Providing a Consistent Ad Experience | DigitalMarketer<\/title>\n<meta name=\"description\" content=\"Want to make sure your ads are converting the way they should? Improving your ad scent is a simple way to make sure your customers are flowing easily through your funnels every time.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalmarketer.com\/blog\/ad-scent\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad Scent: Boost Conversions by Providing a Consistent Ad Experience | DigitalMarketer\" \/>\n<meta property=\"og:description\" content=\"Want to make sure your ads are converting the way they should? 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