How to set up Dynamic Content Insertion

Using Dynamic Content Insertion you can pass information from the URL onto the page. Sounds tricky? Here's a starter guide.

What is Dynamic Content Insertion?

Dynamic Content Insertion lets you add keywords and information to pages to make your ads and marketing campaigns more relevant.

Generally, you have three options

  • manually add query string parameters to the URL
  • dynamically pass query string parameters through the URL
  • use JavaScript to pass on data provided by Unless

This starter guide, will teach you the essentials of passing information from your URL onto your page. The advanced guide and expert guide are based on these essentials.

Starter Guide:

Example: For this tutorial, we'll set up Dynamic Content Insertion for the fictional restaurant "Food & Stuff".

food n stuff

Decide on a Dynamic Parameter

In theory, you could dynamically add or replace any text on your page, but we recommend to focus on keywords that make the page more relevant from your users' perspective.

Example: Let's say we want to use the headline "Enjoy the best food in Amsterdam" to promote different menu items. So, 'food' becomes the Dynamic Parameter.

Add the Dynamic Placeholder and a fallback

Use the inline editor to insert the Dynamic Parameter and set up a fallback. The fallback is a string that is used whenever the dynamic value is empty or unknown.

Example: Here's how we inserted the dynamic placeholder {{parameters.menu-item}} and used "food" as the fallback.

food n stuff2

Test the Dynamic Parameter

At this point, the Dynamic Content Insertion is already active. To test it, add the Dynamic Parameter (?dynamic_parameter) and a value (=value) to your URL.

Your URL will look something like this: mywebsite.com?dynamic_parameter=value

If we don't provide a value for our dynamic parameter, the page will simply display the fallback value. In our case that would result in the headline "Enjoy the best food in Amsterdam".

Example: As you can see, we added the Dynamic Parameter "menu-item" and the value "steak" to the URL. This results in the dynamically created headline "Enjoy the best steak in Amsterdam".

food n stuff3

Link your campaign

This step is pretty straightforward: Simply copy the URL of your page, add a matching value (in our case "steak") and define it as the destination page of your ad or campaign. The value can also be inserted dynamically, for example by combining Unless with AdWords' Keyword Insertion. You can find more information regarding this in our Expert Guide.

food n stuff4

Bonus step

Of course you are not limited to one Dynamic Parameter per page. Hint: Don't forget to use '&' to separate parameters from each other.

Your URL will look something like this: mywebsite.com?dynamicparameter=value&dynamicparameter2=value