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The idea of an ad scent is that the ad smells or looks the same as the landing page. But why does it matter?

In the 3rd episode of Conversion Killers, Jordan West talks all about ad scent and telling a cohesive story between your ads and landing pages.

Listen up and learn from this episode!

Key takeaways from this episode:

• Looking at the ad scent meant looking at what the ad said, how it looked, and felt, the copy in the ad, and what the ad promised. Does it line up with the landing page? 
• Do not run a product ad on a homepage or a collection page.
• You need to know who your customer is. You need to know who they are so that when you’re talking to them in your ads and they land on the landing page, they see themselves on your page.
• When you’re creating the landing page, always think of the ad. When you’re creating the ads, think of the landing page. Those 2 things go together like bread and butter.
• Remember to use a benefit-oriented headline. The benefits are what the person becomes by using your products.
• Write clear and relevant content on the landing page. Make sure that there’s obvious relevance to the ad.