DKI and Dynamic Landing Pages: Perfect Pages in an Imperfect World – Part One

Any one who has spent any time in the Adwords universe knows the importance of relevance and quality score. My own personal term for this is the Adwords Triumvirate.

So what – you may very well ask – does that mean?

Adwords Triumvirate

What I mean when I say (or write) Adwords Triumvirate is:

The keyword used by the potential customer must be reflected somewhere in your ad copy and your landing page must both reflect your ad copy and live up to the expectations of the potential customer set by that ad copy.

Clear as mud yes?

In A Perfect World….

Here’s an example: Let’s say you are selling water purifiers. You know through your keyword and other marketing research that customers who are looking for water purifiers online tend to be very specific. So a potential customer looking for the XYZ Mega-Super Water Ionizer 6000 is going to use that phrase or variations of. Being the savvy Adwords user that you are you add that phrase to your keyword list. Now you write an ad that also uses that phrase in either the headline or one of the description lines and possibly tagged on to the end of the display url. (Keep in mind that our example product title is too long to fit into the headline or display url field but it does fit nicely in the description line).

If you are really good at this online marketing thing then when the potential customer clicks on your ad they will be taken to a landing page crammed with all sorts of information about the XYZ Mega-Super Water Ionizer 6000.

The potential customer comes to the page and is delighted! The page lives up to their expectations which were set by your ad copy which reflected their search phrase. With any luck at all the potential customer will like what they see and will convert – and keep coming back for upgrades and various accessories and whatever else you can upsell them. The customer is happy, you are happy and possibly most importantly – Google is happy and rewards you by increasing your quality score which in turn increases your visibility on their search results page (resulting in more clicks and more conversions!) and reduces your bid costs!

Ah, a perfect world.

Meanwhile in the Imperfect World…

Here’s the rub. Maybe you’re not that Adwords savvy. This is not something to feel ashamed of, the vast majority of people out there in the world are not. Let’s suppose that even though you have all these wonderful keywords, you have yet to write any ads for them and you don’t really have page after page of rich product-related content. You’ve been meaning to get to both but it’s a lot of work researching and writing all that and you’ve got a business to run and a budget that were it any tighter would cut off the blood flow to your brain in record time. Right now you’ve got a few generic ads and a couple of fairly general landing pages.

Let’s turn the screw.

Let’s say that between main products and accessories and whatever else you are selling you have 100 product names. To fully reflect those 100 product names in your ad copy you would need to craft 100 ads! And to fully meet the expectations of those potential customers who click on one of those 100 ads, you would need to create 100 content rich relevant pages! That is a considerable amount of work.

But there’s a workaround.

Its call dynamic insertion and a very powerful tool it is.

Here is how it works:

Dynamic Keyword Insertion 101

All the major search engines reward the relevancy of your PPC ad copy by bolding the keywords in your ad. As mentioned above to create a single ad for every one of your keywords could possibility take weeks maybe even months to accomplish. Instead you can create a single ad and using a simple bit of code the search engine will automatically replace that bit of code with whatever keyword from your list that was searched for. Neat eh?

But you protest, I am no programmer! No worries, you don’t have to be.

Before we explain how to accomplish this bit of magic using SpeedPPC, let’s take a look at the landing page.

Dynamic Landing Pages 101

A dynamic landing page is a page whose content automatically (or dynamically) changes to become tailored to the landing visitor. To elaborate on our Adwords Triumvirate example – a potential customer Googles the phrase “XYZ Mega-Super Water Ionizer 6000” which triggers your ad that includes that exact phrase in the body of the ad copy. The user is impressed that your ad copy matches their search query and clicks on the ad. They are taken to a landing page that includes the phrase XYZ Mega-Super Water Ionizer 6000 in the url, page title, page headings, image captions, sales copy, page content and even in any text buttons!

How is this possible? Did someone have to design 100 different landing pages?

No. All they had to do was create a single landing page and populate it using code created by SpeedPPC.

Let’s give that some thought. If anyone searches on any of the names of the 100 products you sell, that will trigger an ad to appear that includes that specific product name and that ad will take the potential customer to a landing page on your website that is top to bottom with that specific product name.

And you only had to write a single ad and create a single landing page!

Working the “Magic” Using SpeedPPC!

Let’s see how this can all be accomplished using SpeedPPC.

We’re going to assume that at the very least you have a datafeed or a spreadsheet (or a list in notepad!) that contains the names of the 100 products you sell.

We’re going to further assume that you are using SpeedPPC (you are using SpeedPPC aren’t you?)

First thing we need to do is create a new campaign in SpeedPPC. Let’s call it Water Ionizers (boring I know but there’s no mistaking what it is – save your creative juices for the ad copy). And because the product names we are using are already rather lengthy, this will be a single core campaign. Dynamic Landing Pages Campaign

Drop your product names into the seed keywords box. In this case we’ll use our example XYZ Mega-Super Water Ionizer 6000. Let’s also add a few more product names for good measure. How about ABC Mega-Super Water Ionizer 3000 and LMN Mega-Super Water Purifier 1000. Dynamic Landing Pages Keywords_Detail

Go to the Bids tab and enter your bids. Now click the Ad Groups tab. The By Seed radio button should already be selected so click the Build Ad Groups button and your Ad Groups are created – one for each product name. Dynamic Landing Pages Ad Groups

Now we go to the Ads tab and build our ad. Notice I said ad and not ads – that’s because we only need one ad (but you can create more as that is a good way to test and tweak ad copy). For the headline I am going to insert the “Seed:Fallback” token. What this will do is tell Google to insert the keyword the potential customer searches for into the headline but if the keyword is too long to fit Google will use the default headline (or Fallback) I provide. So the headline in my ad looks like this: {Seed:Water Purifier Outlet}. If “ABC Mega-Super Water Ionizer 3000” will not fit in the headline (and it won’t) then Water Purifier Outlet (or default headline of your choice) will appear instead. Dynamic Landing Pages Ads Detail

On line 1 or line 2 I insert the token {Seed}. If someone searches using the keyword “LMN Mega-Super Water Purifier 1000” then that is exactly what will appear on line 1 or line 2. I can use the other line for some straight copy – possibly a call to action.

I now click on the URL Template tab and insert the seed token at the end of the url. This is very important because this will “tell” my landing page what keyword needs to be dynamically inserted.

Last but not least I go to the Output tab and click “Build”. This creates my keyword output and my ad output. It also creates my Page Code. This is the code that is used to pass the keyword to the landing page. The code generated by SpeedPPC is written in PHP so your webmaster will need to be able to set up a PHP landing page for you. As good as SpeedPPC is that is something you will have to do on your end. Dynamic Landing Pages PHP Page Code Detail

The Recap

A potential customer is looking to buy a ABC Mega-Super Water Ionizer 3000. They enter that phrase into Google. You have that phrase as one of your keywords. Your ad is triggered. The phrase ABC Mega-Super Water Ionizer 3000 appears in the body of your ad. You did not have to create a specific ad for that keyword, the keyword was automatically (or dynamically) inserted into your ad. The potential customer likes that your ad reflects their search phrase so they click on your ad. They are taken to a page that is “told” by the keyword token inserted into the URL template that the keyword searched on was ABC Mega-Super Water Ionizer 3000. The page takes this keyword and can insert it in multiple places including the page title, page headings, image caption, sales copy, page content and even any text buttons. It can also insert the keyword into the meta tags and alt text. In addition if you are feeling particularly spicy you can set it up so that the keyword triggers a specific image to appear!

That is pretty powerful stuff. That is a pretty relevant landing page. That is going to convert that potential customer into a purchasing customer.

Not to mention all that good stuff Google will reward you with for being so darn relevant!

But what if you’re web host provider does not support PHP? We’ll discuss that in the next posting.

One Comment on “DKI and Dynamic Landing Pages: Perfect Pages in an Imperfect World – Part One”

  1. Pingback: DKI and Dynamic Landing Pages Perfect Pages in an Imperfect World – Part Two

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