Make Google data your own data - create a hyper-targeted website experience skimming AdWords targeting data.
While setting up your ad campaigns, 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 Facebook 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.
- 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 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. In case of AdWords, the information will be typically send via UTM parameters.
If you're not sure 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.
Combine AdWords' Dynamic Keyword Insertion with Unless
Are you interested in personalizing based on AdWords' Dynamic Keyword Insertion? Take a look at this setup guide - it will take you through every step of the process.