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

The Imperfect World Rears Its Ugly Head Again

If you have not already read Part One of this blog then please do so before continuing otherwise I fear much of what is below isn’t going to make a lick of sense. (And for the non-programmer it may be a bit of a tough slog regardless).

In our last blog we discussed how you can use Speed PPC to create PPC ads that use dynamically inserted keywords to increase ad copy relevancy and to create dynamically generated landing pages that better meet the expectations of potential customers resulting in greater conversion and higher quality scores from Google.

To create said landing pages you needed a web host provider that supported PHP.

But what if your web hosting provider doesn’t support PHP? Assuming that finding another web hosting provider who does isn’t an option, there’s a thing called client-side scripting which may get you where you need to go.

What is Client Side Scripting?


According to Wikipedia

“Server-side scripting is a web server technology in which a user’s request is fulfilled by running a script directly on the web server to generate dynamic web pages. It is usually used to provide interactive web sites that interface to databases or other data stores. This is different from client-side scripting where scripts are run by the viewing web browser, usually in JavaScript. The primary advantage to server-side scripting is the ability to highly customize the response based on the user’s requirements, access rights, or queries into data stores.”

In order to be able to create a dynamic landing page we need to pick the data appended to the end of the URL.

Imagine you would like to pick the seed keyword from a URL like the one shown below.

www.example.com?seed=ABC Mega-Super Water Ionizer 3000

How would you do it?

Here’s How: Step 1

Insert the following code snippet into the head section of your HTML code

<script =”javascript”>
var query = new Array();
var a = document.location.search.substring(1);
var b = a.split(“&”);
for(var c = 0; c < b.length; c++) {
var d = b[c].indexOf(‘=’);
if (d > 0) {
var e = b[c].substring(0,d);
var f = b[c].substring(d+1).replace(/-/g,” “);
query[e] = f;
}
}
</script>

How does this work?

a. This code picks the keyword query appended to the URL
b. This code then replaces the character used as a separator with the space one (“.”).
c. Finally, this code passes the key and value pairs to be stored in an array called “query”.

Here’s How: Step 2

Insert the following code in your landing page in the place where you want your seed keyword / key phrase to be displayed

How does this work?

This code checks for the presence of a key named “seed” and then displays its value (www.example.com?seed=ABC Mega-Super Water Ionizer 3000) if it is present. If the seed doesn’t exist, then a default value is displayed.

Capitalization

1. Sentence Capitalization
[The first letter of the first word only]

Example

In case the URL looks like the following

www.example.com?seed=online-marketing-tool

The following code will lead to capturing the seed key phrase and Capitalizing the first letter of the first word only

Browser Output:

Online Marketing Tool

2. Initial Capitalization
[The first letter of each word is capitalized]

<div style=”text-transform: capitalize”>This is a capitalization test.</div>

Browser output:

This Is A Capitalization Test.

Example

So in order to capitalize the captured seed keyword / Key phrase, the following code can be used:

<div style=”text-transform:capitalize”><script>if(query[‘seed’]){document.write(query[‘seed’]);} else {document.write(“Default Text”);}</script>/div>

Of course creating a dynamic landing page this way is going to take a bit more work on your part. But if your host does not support PHP and you are truly interested in increasing relevancy and converting more customers (and you are, right?) then this is the way to go.

Potential Issues with Using This Method

One potential problem with this method is that it may cause your page to load a bit slower which can affect quality score (loading time being one of the quality score factors) and if the end user has their Javascript turned off, it will not work at all.

Another word of warning and this applies to all of the above. Moderation in all things. Don’t overstuff. Not only is the practice of overstuffing keywords bad in any case, it also makes the text hard to read which is not going to convert any customers and Google will become suspicious. That is not something you want to have to deal with.

Perfect Pages in an Imperfect World

Used properly with carefully crafted ads and landing page content, dynamic insertion is a powerful tool that can help you drive better qualified traffic to your website, increase ad ranking and visibility, increase quality score, decrease bid costs and generate more sales!

Be aware that dynamic landing pages are only used for paid traffic and targeting search queries through PPC. But this is not an orphan stand-alone page, users can go to other pages within your site from the dynamic landing page.

Using this technique you create a perfect chain of relevancy from keyword to ad to landing page which will boost your quality score and raise your conversion rates.

2 Comments on “DKI and Dynamic Landing Pages: Perfect Pages in an Imperfect World – Part Two”

  1. So these visitors are thinking ‘Yes, this is the right place!’ But what about the product link?

    If they came for ‘XYZ product’, how do you get the ‘buy it’ button for to be the one they are seeing? I have one site with like five product options… I could see my developer sorting some thing out for that by using the key terms to offer one of two options or such.

    But I have another site that has roughly 2,000 products in Magento. How do I use your dynamic pages (php/js/.net/whatever) get that visitor either to the right product page, or to a button that gets them there (either page or item in cart)?

    I use SpeedPPC to build my campaigns (and am very happy with it even never having used dynamic URLs), and would love to understand how to ‘automate’ this last mile and reap the boost in QS and conversion I know I’m leaving on the table right now.

  2. No ‘edit’ button. I apologize for the errors in my comment above which are now immortalized. )#@$*.

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