Eventually, through this process, you’ll arrive at a clearer view of the client’s ideal customer. If your pre-click messaging and post-click content don’t align, ads are less likely to get impressions and your conversion rates will be low. Example: ‘Any lab can use our robots’Let’s look at an example of how these strategies for defining keyword terms and post-click content can play out in practice. But for this approach to work, you need post-click content that delivers value to that type of prospective buyer and aligns with this stage of the funnel. In many accounts, new or mature, that improvement is often achieved by creating valuable post-click content.