Instead of juggling dozens of landing pages, one for each ad, create one and use Unless to inject the visitor's search term dynamically.
Keyword insertion matches your content with a visitor's search. In this article we'll teach you how to use dynamic keywords for both - Google Ads and personalization.
Here's an example:
Keyword insertion is an advanced feature of Google Ads (AdWords). It lets you match the wording of your ad with users' search terms. The feature aims to increase ad relevance and helps you create message symmetry (= symmetry between your copywriting and a user's search intent).
By combining Google Ads' keyword insertion with Unless's dynamic content insertion, you can create a perfect landing page experience. Below, a video explaining the broader value of personalizing Google Ads (AdWords) campaigns and a step-by-step guide taking you through the whole process.
Let's create the ad "Plan your {KeyWord: City Trip}". When a customer's search only contains the word "City Trip", Google Ads will show the add "Plan your City Trip":
However, if the ad group contains a more specific keyword (for example, “Paris Trip”, “New York Trip”, or “Amsterdam Trip”), and the customer uses that keyword in their search, Google Ads will display it in the ad:
Hint: Don't forget to save your ad!
Now that the setup within Google Ads is done. It's time to switch to Unless and make our landing page dynamic. For illustration purposes, we'll stick with our "Plan your City Trip" example.
With Unless's dynamic content insertion we'll create a placeholder for our keyword on our campaign's landing page.
As you can see, we added a placeholder in the phrase "Plan your ...". If you haven't used this Unless feature before, take a look at this article to learn how to use dynamic keyword insertion.
Lastly, let's go back to Google Ads. In order to hand over your keywords from Google Ads (AdWords) to your landing page, you have to add the keyword parameter to your URL.
Original URL: mysite.com
URL with keyword parameters: mysite.com?dynamic={KeyWord:City%20Trip}
Important: Have you noticed the %20 in the URL above? This is called URL encoding. In Google Ads, if your keyword parameter is made up of more than one word, you need to use URL Encoding to convert characters into a format that can be transmitted over the Internet. In this case, it means that instead of a space you have to use %20.
As you can see, the new URL (→ mysite.com?dynamic={KeyWord:City%20Trip}) contains a parameter for your website's keyword placeholder (→ ?dynamic=). This placeholder is filled in with keywords handed over via Google Ads (→ {KeyWord:City Trip}).
This is how the landing page looks like to a person who clicked on our ad searching for "Paris Trip" (→ "Plan your {KeyWord:Paris Trip}") :
If you wish, you can use Google Ads' advanced URL tracking options to add the Unless parameter as a tracking template. This way you don't reset any tracking data.
For more information about Google Ads' keyword insertion, you can also head over to Google's official documentation.
Parallel tracking has no impact on your experiences. Any URL parameters that you attach to your ad's URL through the final URL, a URL suffix, or the tracking template will work. To learn more, take a look at this blog post about parallel tracking.