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As a digital advertiser, if you wish to obtain the best results out of your campaigns, you should focus on mastering the art of creating landing pages. In the current environment of detailed segmentation, you can see high conversion rates only if you create effective landing pages for your products or services.
Many advertisers have landing pages for one campaign, while others break down at the ad group level. You’ll also come across marketing gurus who truly go granular with landing pages at the keyword level. That’s where dynamic keyword insertion (DKI) comes in.
DKI allows you to insert keywords into your landing pages, improving user experience as well as your conversions. In this article, you’ll learn how to use dynamic keyword insertion in landing page design to skyrocket conversions.
The pop-up ads that you see online are based on your browsing behavior or previous search history. When it comes to creating landing pages, you might be wondering, “Can I show my landing page for a different number of queries?”
The answer in a word is yes. Your landing page can be dynamic, displaying different messages to different users. All this depends on what keywords you use. This strategy enables you to show tailored content from the landing page to the most relevant user.
The basic idea behind dynamic keyword insertion is that text changes to closely align with whatever keywords the user has entered in a search engine. As a result, dynamic keyword insertion increases the probability of conversion.
Dynamic keyword insertion in a landing page is a great way to utilize personalization technology. It works best when you know a person’s specific interest, perhaps by referral or behavioral tracking.
This means that as soon as they reach your landing page, you direct them to see the keywords dynamically inserted into it. You can add these keywords in the title of the landing page, the body of text, or anywhere else on the page.
Your webpage could be static or dynamic. In a static page, the content can’t be changed. It appears as it is to every visitor whenever they access your page. Whereas, a dynamic page is flexible and shows different content to different visitors based on specific conditions.
Landing pages with dynamic keyword insertion show different messaging to different users based on specific characteristics of their behavior. For instance, you can dynamically insert keywords to increase the relevance of your landing page’s copy to the visitor’s search query.
A dynamic landing page might adjust the headline based on what keyword the user used to find that page. If the user searched using the term “best smartphones” the headline on the landing page might become “Search for best smartphones”. But, if somebody lands on the page after looking for “best smartphones in 2020”, the headline they’d see would read “Search for best smartphones in 2020”.
This way, dynamic keyword insertion in landing pages offers personalization that can increase conversion rates by addressing every user’s specific requirements more directly.
For dynamic keyword insertion into landing pages, you must know a bit of programming. To become an expert in server-side development, you’ll need more effort. However, you can work on the client-side (such as JavaScript or JQuery) with basic knowledge.
If you go into the core anatomy of a landing page, your landing page consists of HTML and Javascript. HTML tags include elements and text that you want to show on your site while Javascript helps to make your site dynamic. Through Javascript, you can also receive the query string, which is a part of a uniform resource locator (URL) that assigns value to specified parameters.
For example, your destination URL may look something like this: www.YourSite.com/landingpage?kw={keyword}
Here, “kw” is the query string, and after the “=” sign, you’ll have its value. So, depending on that value, you can modify the content in your site wherever you think it would create an impact and attract your landing page visitor.
Dynamic keyword insertion in your landing page allows you to not only add the keywords in the content body, but you can also change the headline or image based on the user’s search query.
For instance, if you’re an online jeans retailer, you can modify the content and heading of your landing page, depending on the keyword you receive in the query string.
For example, your ads can be triggered for keywords like “Blue Jeans”,“Blue Jeans for Boys”, “Blue Jeans for Girls”, “Best Blue Jeans in Summer” etc. so based on these keywords you can dynamically insert the headings and attach the images in the landing page.
So every user will have a different look and content of landing page according to the keyword he used.
Here are a few steps to help you customize your landing page content according to keywords:
When you first create your ad, consider creating a tracking template on the landing page. In this template, you should use “utm_term” which will always provide the keyword in your landing page like this:
www.YourSite.com/landingpage? utm_term={keyword}
In this case, if your ad is triggered for the keyword “Blue Jeans For Girls” your final URL will look like:
www.YourSite.com/landingpage? utm_term=Blue Jeans for Girls
As discussed earlier, you’ll have to use JavaScript to capture the parameter utm_term as it will provide you the value of the keyword which is received on your landing page.
This is the final step. Suppose your default landing page content mentions: “We are the best online jeans retailer. If you’re looking for the finest jeans collection, then you are in the right place. We offer the best products and customer experience.”
If you wish to modify the content “jeans collection” based on the keyword, you’ll have to put this part of the content in a separate DIV or SPAN in the HTML. Next, you’ll have to assign an ID to this tag. When you receive the keyword in the URL, you’ll replace this text through JavaScript programming.
Therefore, if your ad triggers for the keyword “Blue Jeans for Girls,” your ad will appear something like this:
“We are the best online jeans retailer. If you’re looking for blue jeans for girls, then you are in the right place. We offer the best products and customer experience.”
Similarly, if a user searches for blue jeans for boys then your ad will look like:
“We are the best online jeans retailer. If you’re looking for blue jeans for boys, then you are in the right place. We offer the best products and customer experience.”
In a nutshell, you only have to create content once, but it’ll appear according to the searcher’s requirement. You’ll have to ensure that the keywords are relevant to the content. That’s because when they are dynamically inserted into your content, they should give proper meanings and should be grammatically correct.
Whenever a user sees the exact keyword in your content or heading of the landing page, it will definitely have a positive impact, as visitors can be sure that the content is focused on their search query, and could potentially deliver precisely what they are hoping to find.
If you are good at programming, you can make the user experience more dynamic by offering:
One of the primary reasons for using dynamic keyword insertion in landing pages is the possibility of increasing conversion rates. By dynamically changing your content, you can satisfy the user’s individual needs. For instance, if a person searches for “best vet,” a dynamic landing page would automatically modify depending on various factors like the searcher’s location, such as “best vet in California.”
More specific customization can be highly effective for bringing in conversions, including the location. It helps address the searcher’s query before they’ve even considered it themselves.
The key factors that help you engage with the users while dynamically inserting keywords are:
The headline is a significant starting point as searchers are naturally enticed by headlines that are concise, self-explanatory, and aligned with what they are looking to find.
The body text hints to the searcher that their requirements are satisfied and that the website’s service/product is of value to them.
By dynamically inserting keywords, you can tailor the call to action as per different variables.
Essentially, dynamically inserting keywords in landing pages allows you to easily A/B test in order to identify which variables resonate the most.
Landing pages are used for lead generation. The actions a user performs on the landing page determine the advertiser’s conversion rate. Your prospective consumers will click for a reason, and fooling them by not giving them what you promised will create a negative first impression.
Your landing page doesn’t have to give a detailed history of your business. It should be about your brand, but it should also serve as a separate feature that’s an extension of your brand. The objective of the search engines is to offer relevant content to the users in the search results. These search engines prefer organic content that’s not present on other sites. Including effective landing pages to your website will improve your search engine rankings.
Make sure to choose the optimal length as excessively long-form landing pages can make the visitors anxious, triggering them to get off the page and not take your desired action. Consequently, dynamic keyword insertion in landing pages allows personalization that makes your content more relevant. This way, it can indeed enhance your Quality Score.
Dynamic keyword insertion is a relatively simple process that needs proper planning and strategy. However, it offers remarkable benefits.
Here’s how dynamic keyword insertion can help you and your brand:
Dynamic keyword insertion in landing pages is worth testing in your paid search campaigns to see if it improves your conversion rates. Typically, the more PPC landing pages you have, the better your results will be. So it will be best to have a dynamic landing page with dynamic keyword insertion to keep the interest active in the user while on your landing page.
If you want to learn about dynamic search ads you can read the blog The Definitive Guide to Dynamic Search Ads.
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