Display campaigns pull cold traffic off the internet into the top of your sales funnel, where it becomes “cool” (lightly engaged) traffic. They also function to constructively influence mid-funnel “warm” (more deeply engaged) traffic.
Landing pages for display campaigns play a different role than landing pages for search, shopping, or video campaigns. So our CRO feedback will be different.
On landing pages for display campaign traffic, the primary goal is not necessarily to push for a conversion. We’re more likely trying to clarify and strengthen the value proposition, coming at it from different angles or bringing new aspects of it to light.