Dynamic Keyword Insertion | How to use it in Landing Page URLs

If you work with AdWords campaigns you will know that you can greatly improve the efficiency of your ads by improving the quality and relevance of the landing pages.

There are several key factors that determine the Quality Score of a campaign. Between them, the concordance between the headlines of your ad and the contents of the Landing page. Do they match? Are they coherent? Did you offer “paracetamol” in the ad, and yet you provide “medicines” on your landing page?

In this post we will explain a simple technique to take advantage of the keywords of the searches and your ads To maximize conversions by increasing the relevance of the landing page.

Before we get into flour, it would be nice to explain the concept of Dynamic Keyword Insertion, which is quite related to what we are going to do.

What is Dynamic Keyword Insertion?

Fundamentally, DKI is a feature that offers Google AdWords to be able to personalize the text of the ads according to the search of the user.

If the keyword of the user search activates your ad, you can replace a part of the ad with the corresponding keyword in your campaign to create a much higher match.

Google Screenshot

Dynamic Keyword Sample Insertion Screenshot

For example, if you sell fruit online and your ad is printed with the “Buy Oranges Online” search, you could change your generic headline “Buy fruit in 1 minute!” for “buy Oranges in 1 minute! “

Google tells you better here.

How to customize the contents of your landing page according to the keyword

Unlike the Dynamic Keyword Insertion for ads, in the landing Page we can not only insert the keyword but we can modify a headline or an image depending on what the user has sought. We could customize all the key elements of the landing page, which we already identified in this post.

Infographics of URL Keyword Insertion

URL KEYWORD INSERTION’s overview to increase the relevance of a landing Page

Following the example of fruit ecommerce, if our headline says something like “Want to buy fresh fruit in less than 1 minute?” and the user sought to “buy oranges online“, we will greatly increase the relevance, quality and conversion probabilities if we offer a headline like “Do you want to buy Oranges Online in less than 1 minute?“.

And we could customize the hero shot, the call to action… The more personalised the content of a landing Page, the greater relevance and more conversions. This is it.

But how can it be done?

It’s very simple but you can take it to a high level of complexity. Let us explain how to do it in PHP (for example) in 3 steps:

1. Insert the keyword in the destination URL when you set up your ad.

Simply add the snippet {keyword}, provided by Google, to the URL. For example:

https://landingpage.domain.net/?kw={keyword}

This will return the keyword (s) that have activated the ad directly in the URL.

2. Rescue the keyword from the URL

We create a variable to which we assign the value of the URL:

$keyword = $ _ GET [‘ kw ‘];

3. Customize the content according to the value of the variable keyword

A simple conditional will allow us to serve one content or another depending on the value of the keyword. For example:

if ((strpos($kw,’naranjas’) !== false)) { echo ‘Would you like to buy oranges online in less than a minute?’;} else { echo ‘Would you like to buy fresh fruits in less than a minute?’;}

Benefits of customising the content of a landing Page based on the keywords

    • Personalize the same landing page to give the user a better experience.
    • Increase the relevance of your landing page.
    • Increase the quality score of your campaign.
    • Raise the middle position of your ads.
    • Increase your conversions!

It is a relatively simple process that requires proper planning and strategy. But their benefits can be magnificent.

Written by

DigitalMenta

UX · 19 / 01 / 2016

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