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March 16, 2021Why You Should Use Dynamic Landing Pages in PPC
Advertising is crucial to the success of any business and this is doubly so when you’re using a method like PPC, where every click costs money so you want to do everything you can to turn those clicks into customers and not just window shoppers.
Not only that, it’s important to remember that a landing page is the first thing visitors see when they click on your ad. It’s not like typing in a direct web address, they are expecting the link to take them to something useful, easy to understand, and relevant to what they are searching for.
Having a landing page that directly tells users what they want is a great way to help land customers when they may be skeptical or unsure
Dynamic landing pages are one tool in the arsenal of an effective marketing campaign that can help you to make your landing page more user-friendly and turn those potential customers into actual customers. Before we dive into the specifics of why you should use dynamic landing pages, we’ll break down what they are and exactly how to use them so that you’re up to speed.
Table of Contents
Dynamic Landing Pages and How They Work
So, normally when a customer searches for something, they are directed to a specific landing page for the ad you have running for a particular service. This means that each landing page for each ad has to be different to maximize potential.
That’s where dynamic landing pages come in. A dynamic landing page can change based on key variables such as search keywords, user locations, and other factors. This allows for a more customizable user experience.
For a standard landing page, you’d have to make a page for every keyword related to your topic to ensure that users were carried over to your product, business, or content. This would be extremely time-consuming. I mean take something simple like hotdogs. Imagine creating a separate landing page for every search related to “best hotdog near me” just that one term alone could have multiple variances that would all need a landing page to capture traffic.
Instead, why not create a dynamic landing page that is set to capture traffic from multiple keywords or variations of keywords. So, if someone searches for “best hotdogs near me “ instead of the singular “hotdog”, a dynamic landing page would capture that as well without you having to make a separate page yourself.
Sure, one instance may not be that bad, but imagine doing that for every keyword of every ad campaign you run, ever. Not cool right? A dynamic landing page is an answer to otherwise having to create dozens or even hundreds of landing pages to reach all of your target audience.
After all, who wants to miss out on potential business when you have the means to fix the problem quickly and easily?
Building Your Dynamic Landing Page
Now that you see the basic value of a dynamic landing page, it’s time to talk about setting one up that works for you.
To do this, you would create a landing page just as you normally would for any keyword. Depending on the service provider the exact details of the procedure will differ but the basic point is that you want your landing page to accept dynamic text. This means that the text of the page will change based on the keyword entered by the user.
So now, you can set the text to read appropriately based on whether they searched for hotdogs, hot-dogs, or hot dogs…subtle differences I know, but you’d be surprised what people type when they are searching for something.
You can then set the URL parameters in your ad service program to accept the different keywords and direct users to the appropriate dynamic landing page. This simplifies the entire process and allows you easily manipulate one landing page to fit several keywords. There are some best practices to using a dynamic landing page correctly though, it’s not a one size fits all solution.
Making Your Dynamic Landing Page Make Sense
Since you’re trying to attract customers and not scare them off, your dynamic landing page must work the way it’s supposed to. This means presenting a page that makes sense and is easy for the reader to understand while still being relevant to your business.
The first rule is not to overuse keywords. Two or three alternate keywords are good enough for the page. Too many and you start to lose relevance and just confuse yourself, your customer, and even worse, Google.
Focus on primary keywords that are similar to your main one to draw in likely customers. Like with the hotdog example, close enough that you’re sure that’s what they are searching for.
Second, use dynamic text only where it makes sense. This means changing title headers or calls to action, but not body text where dynamic text wouldn’t make sense. After all, your message needs to stay the same, but you can change things that drive customers to act.
Lastly, and probably the most important point of the entire lesson, make sure it makes sense. Can they still read and understand the page or does the changes made by the dynamic text make the page lose its point? If so, then you may need to reevaluate the changes you’ve made or alter the text so that it sends the right message. It’s something that you may need to play around and track/measure a bit to find what works, but once you get the hang of it, you’ll be better off in every ad campaign you launch.
Final Thoughts
Having a landing page tied to your advertisements that are custom-tailored to what the user wants is the best way to ensure that they’ll stay and hopefully make a purchase or partake of your services, especially when every click counts.
Dynamic landing pages are a simple way to make sure that you’re giving as many customers as possible exactly what they want without spending hours of effort crafting a different landing pages or engaging with the wrong PPC agency. Contact us today!
He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize search engine marketing (SEM) ROI. Connect with Sam on Linkedin.
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