Message match is a measure of how well your landing page headline matches the call-to-action that was clicked to arrive on your landing page. For paid ads, this is the headline of the ad. A poor message match typically results in a higher bounce rate which is interpreted by Google as a poor user experience (UX). The stronger your message match is, the better the user experience – making your account history more positive, lowering your costs.
See: UXBack to previous
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