Make Google data your own data - create a hyper-targeted website experience skimming Google Ads (AdWords) targeting data.
While setting up your ad campaigns, Google Ads (AdWords) lets you tab into their endless pool of data. Typically, you'd use this data to create targeted ads. Most likely, you'll even set up a dedicated landing page but that's it - once a visitor moves past the landing page, all targeting data AdWords provided is lost. Not with Unless.
By creating audiences based on your ads, you can store the Google Ads (AdWords) data in form of audience memberships. This way you can personalize the entire website experience - including later web sessions.
Ideas for ad-based personalization
- Dynamic landing pages: Ad and landing page should form a perfect union. But creating one landing page per ad can quickly turn into a herculean task. With Unless, you can automate the process. Create one landing page per category and dynamically inject the AdWords search query into the headline - guaranteed to maximize relevance. Read more about symmetric messaging.
- Gender-specific offers: You run different ads for men/women? Set up audiences for that. Based on the ad a visitor clicks on, they'll join the "men" or "women" audience. Next, you'll be able to personalize the entire website for each group - different product suggestions, different discounts, different testimonials. In later web sessions, the visitor will still be correctly identified as a member of the men/women audience - again, experiencing a personalized website.
- Website tailored to interest: Your product portfolio caters to different interests or tastes and you run interest-specific ads? Take it one step further with audiences. You sell concert tickets? Create different versions of your website tailored to audiences' taste in music. You sell women's shoes? Show a coupon for sport shoes to runners and inform party-goers about your discount on high-heels.
- Highlight the right features: Your ad targeting is set up based on industry or job title? Typically, this means that business background influences what a potential customer cherishes in your product. So, create audiences based on industry or job title. Next, highlight the features that are important to each group (mainly on your homepage and features page).
The accounting software Xero does a great job at creating industry-specific landing pages. But, once you leave the landing page, the messaging becomes very generic, which hurts conversion.
How to set up Google Ads (AdWords) based personalization
What are UTM parameters?
Parameters are little snippets of information, added to a URL. They transfer information between places and are great for creating a personalized website experience. If you need more guidance on how to create an audience based on URL parameters or if you'd like to learn more about the different options, take a look at this guide.
Setting UTMs using a Tracking Template
To avoid having to add UTMs to every single ad, we recommend using Google Ads' tracking templates at Account, Campaign or Ad Level (as shown in the video above). These help you add UTM parameters quickly. To learn more about how to set up tracking templates, we recommend this article.
Image of a possible tracking template with fixed and dynamic parameters.
Setting UTMs using Autotagging
Autotagging automatically tags URLs in your Google Ads campaigns and sends the data to Google Analytics. However, there's a catch. Autotagging (with GCLID) only works within Google's ecosystem.
See this “GCLID” parameter that’s passed at the end of the URL? This is what the URL would look like when using autotagging.
Unless and other third-party tools (e.g. your CRM) can't decrypt GCLID, they need UTMs to receive information from Google Ads (AdWords). So if you're using autotagging, you have to add UTMs manually or through a tracking template.
When using this hybrid solution avoid conflicts within Google Analytics by making a small adjustment as described in this Google help article.
Combine Google Ads' Dynamic Keyword Insertion with Unless
Are you interested in personalizing based on Google Ads' (aka AdWords) Dynamic Keyword Insertion? Take a look at this setup guide - it will take you through every step of the process.