Increasing Personalization By Using Smart Tags For Dynamic Text Replacement

Ad performance keeps declining over time because most are completely irrelevant. A big part of your visitors see a landing page that doesn’t represent what they were looking for, therefore they will bounce off and you are not getting all the conversions that you should.

On the other hand, you would become more relevant if you start using personalized landing pages that stop showing all your possible customers the same content, instead help your visitors find what they are looking for and therefore, a higher conversion rate and a higher return on your marketing investments.

Perhaps better, you can use Dynamic Text Replacement methods to save hours of time that you would have otherwise lost.

Google will trust your landing page, and you will receive a high-quality score. Show relevant content to your Customer and personalize what they see to boost the quality score and conversion rates of your search engine advertising campaigns.

Deploying dynamic text replacement lets you personalize the text on your landing page to match keyword parameters, pay-per-click (PPC) campaigns, and other sources, including external variables you can attach to the URL. This helps increase the relevancy of your landing pages to advertisements which helps your ad rank better and you can pay less per click.

Why Personalization Increases Ad ROI

Many marketers consider personalization to be the most significant future trend, and they love it because it allows them to make fewer decisions. In real-time, this provides them with more specific advice or recommendations.

Big advertisers have begun moving towards programmatic advertising using personalization with Dynamic Text Replacement.

Programmatic advertising is a form of a real-time auction for banner and display networks that aims to make ads more important to you.

You can infuse your ads with more personalization using a simple technique called Dynamic Text Replacement. Personalization with Dynamic Text Replacement will help you boost message match, which improves efficiency while also lowering costs.

Dynamic Text Replacement helps you to avoid displaying the same content to all of your potential audience and instead display customized content for each of your ads without having to create a slew of different landing pages.

How to Use Dynamic Text on Landing Pages

Dynamic Text Replacement is a fantastic tool for automating opt-in content on your landing page.

The Dynamic Text Replacement function helps you dynamically align the keyword in your PPC ad with the content on your Landing Page.

You can easily customize the content of your landing page to fit various headlines in your PPC advertising with this new feature.

Matching your marketing messaging isn’t just about determining how relevant your ad text is to someone’s search question. It also examines the terms used on the landing pages to which you’re attempting to direct traffic and users.

Let’s say you target 20 keywords within a PPC campaign. That means you would have to spend the next few weeks simply creating enough landing pages for each possible combination.

Fortunately, the Dynamic Text Replacement (DTR) approach can help you save time and money.

The DTR functionality within the Smart Tags feature of OptInMonster allows you to personalize landing pages in an almost identical way to AdWords’ IF Functions. On the tab, you can define the text that switches or “matches” the initial search query.

The end result is a great experience for them and optimal alignment for you, without the hassle of creating entirely new pages for any possible variation.

Furthermore, you would want to use smart tags to further customize website content for individual users.

Here’s a quick rundown on how dynamic text replacement works in real life:

Step #1. Select the text you’d like to make dynamic.

Let’s assume you want to customize the headline to better fit the search question of a specific user. For example, we sell beachfront property in a variety of different vacation destinations.

As a result, users can find properties that your business offers using a number of related searches, such as:

Beachfront property in the Caribbean
Beachfront property in the Bahamas
Real estate in Miami Beach
Beach estate in Turks and Caicos
And the list goes on and on.

You may also modify these depending on the type of land, such as:

Make a deal
Tenancy
Opulence

In this case, you’d emphasize “Caribbean” in the headline so that it can be made “dynamic,” while keeping “beach estate” static so that it appears with any search question.

Let’s say you want to personalize the headline to better match someone’s search query. For example, we’re selling real estate on the beach in several different vacation destinations. So people might be able to find our properties with a variety of similar searches, including:

Caribbean beach estate
Bahamas beach estate
Miami beach estate
Turks and Caicos beach estate
And on and on and on.

Or you could even change these based on property type, like:

Bargain
Rental
Luxury
Etc.

In this case, you’d highlight “Caribbean” in the headline so we can make that part ‘dynamic,’ while leaving “beach estate” static so that it shows up for every search query.

Step #2. Now select the dynamic text option.

Click “Action” in the Properties pane on the right-hand side, and click the Dynamic Text button.

Basically, you’re telling the system that this element will be swapped out for other values.

Step #3. Now we’re going to create a name for the new dynamic tag by adding a category to the URL parameter.

All you’re doing is saying that the dynamic text in this case (“Caribbean”) equals a destination.

Step #4. We’ll add some default text to show up as a ‘fallback’ just in case nobody hits the new parameter that we created.

For example, we’re using a destination parameter with the “Caribbean.” But what if someone isn’t searching based on the destination?

We can use a more generic word like “Luxury” to show up instead so that it can apply to most other searches and still not look out of place.

Step #5. Adjust text styling.

You can also change the text styling so that headlines, in this case, will stay consistent with the rest of your page formatting and design. So we can keep it Title Case for now. Once you publish (or republish) your page, you’ll be able to change the text dynamically via URL parameters.

In this case, your Google Ads keyword will be delivered to your Unbounce landing page via the parameter ” destination “, matching your Unbounce dynamic text with your Google Ads dynamic material.

Parameters are little extra details you can add to the end of a link that will pass through to these landing pages. So for example, if you add “Blue” as a parameter to a link that someone clicks, it will display “Blue” to them on the landing page using DTR.

That’s how we’re going to link this back up with the ads we created earlier. You can create these special URL parameters for each ad so that you can basically just use a single landing page that will pull up all different copy variations based on what someone searches for.

For example, you can use the following format to make the URL that you’d like to link to:

[landing page URL]?[parameter]=[value]

Here’s how this might look with one of our earlier examples:

visit.neilpatel.com?destination=caribbean

In this example, my landing page URL is “visit.neilpatel.com,” my parameter is “destination,” and I’d like the text to read “Caribbean” when someone searches for the “Caribbean Beach Resort” and clicks on “Neil Patel’s Caribbean Beach Resort” ad.

Working with Dynamic Text Replacement

DTR can be placed in three separate places on a landing page: Description, Keywords, and Title Buttons for Copying a Landing Page For the best message match, you can use the same URL parameter in all three locations.

According to Lander, open Text Editor on Lander’s editor and select the text you’d like to make dynamic and put it between {{}} (double-brace).

This is the structure you’ll need to use:

Let’s break down the syntax because it’s fairly easy.

Name:

This should be the name of a custom variable you have defined. This is to use the word or sentence that will be automatically replaced by the keyword that was prompted by your visitor’s search query.

Default Text:

If the activated keyword does not appear, the default text is the word or sentence that appears instead.

Capitalization Method:

This is the format in which the automatically replaced word or sentence will appear. Let’s look at the various formats you can use:

titlecase: The first letter of all keywords will be capitalized. For example, “Dark Chocolate”

sentencecase: Only the first letter of the first keyword will be capitalized. For example, “Dark chocolate”

lowercase: No letters will be capitalized. For example, “dark chocolate”

uppercase: All the keyword will be in capital letter. For example, “DARK CHOCOLATE”

Please bear in mind that you must write them exactly as shown above, or else they will not work. Note that the keyword insertion code in your ad headline could look like this: Headline: Buy {KeyWord:Chocolate} Both ad platforms will try to replace this bracketed code with one of your keywords in your ad group (“dark chocolate,” “sugar-free chocolate,” “gourmet chocolate truffles”)

Let’s See An Example!

Fly to {{destination:Miami:sentencecase}} with {{company:American}} Airlines

Let’s take a closer look at this case.

Name: Since the parameter in this case is “destination”, this is the word or sentence that will be automatically replaced by the various keywords you specify.

Default Text: The default text in our example is Miami. So, if a user searches for a keyword you don’t have, but still sees your ad and lands on your Landing Page, Miami would be the first word they see.

Capitalization Method: Following our example, we’ve set up our word Miami to appear in sentence case, which means that only the first letter is capitalized.

Constructing URLs for Google AdWords Ads

Now that you’ve set up the dynamic text on Lander, you’ll need to build the URL that you’ll need to use in your AdWords ads in the Final URL sector.

This is the format you would use to build your final URL:

[landing pageURL]?[parameter]={KeyWord:DefaultText}

Following our previous example, our URL would be something like this:

http://promo.yourdomain.com?destination={KeyWord:Los Angeles}

Let’s break down the example:

Our landing page URL is “yourdomain.com”,
Our parameter is “destination”
Our default text is “Los Angeles”

Google AdWords will dynamically replace {KeyWord:Los Angeles} with the keyword that was triggered by your visitor’s search query or search term.

If the activated keyword does not appear, the default text Los Angeles will appear.

The Advantages of Dynamic Text Replacement

The benefits of using Dynamic Text Replacement include:

1) Establish an emotional connection with the visitor by sending an engaging message (weather condition)

2) Remind the visitor of a product they may have enjoyed during a previous visit.

3) Instead of sending a generic post, make them feel relevant.

4) Customized messaging when receiving an offer based on their actions on-site

Conclusion

The easiest way to get your ads heard, read, and clicked is to personalize them. It’s also the most effective method for creating viral content.

The only problem is that if your campaign is large enough, genuinely personalizing every single ad (and every single matching landing page) could take weeks.

Thankfully, Dynamic Text Replacement comes to the rescue.

It enables you to adjust unique words in your ad text (using IF Functions) and landing pages (using a method like Unbounce’s Dynamic Text Replacement) so that they exactly match someone’s original search query.

Reflect upon how to increase Personalization with Dynamic Text Replacement to maximize the benefit of your company’s goals. Consider partnering with a top digital marketing agency, like Prime Marketing Experts that will help your company be more effective in attracting, converting, and retaining customers. For more information on top quality digital marketing services, please visit Prime Marketing Experts or email us at michael@primemarketingexperts.com.