Another SpeedPPC superpower is our dynamic landing page insertion code.

Here you set up a .php page (or if you are using WordPress you can use our WP plug-in) to create a landing page that allows you to pass keyword tokens into the copy on that page.

For example, if your {final} keyword is “Weight Loss Center” and someone searches for “Weight Loss Center” SpeedPPC will pass that keyword phrase not only to your ad’s headline or body, it will also pass that keyword phrase to your landing page!

The end result is that in addition to the searcher seeing the search phrase they’ve used in your ad, when they click they are taken to a landing page that also contains that exact same search phrase embedded in your landing page headers, sub-headers, copy, image descriptions and other key points. The result is an extremely strong chain of relevancy.

The resulting high degree of relevancy should boost your quality scores as well as your click through rates which in turn should translate into higher conversions.

It must be noted that although relevancy plays a HUGE part in determining quality score, it is not the only factor in the algorithm. There are other factors involved and these are listed below:

  • Your keyword’s expected clickthrough rate (CTR): The expected CTR is based in part on the keyword’s past CTR, or how often that keyword led to clicks on your ad.
  • Your display URL’s past CTR: How often you received clicks with your display URL.
  • Your account history: The overall CTR of all the ads and keywords in your account.
  • The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is.
  • Your keyword/ad relevance: How relevant your keyword is to your ads.
  • Your keyword/search relevance: How relevant your keyword is to what a customer searches for Geographic performance: How successful your account has been in the regions you’re targeting.
  • Your ad’s performance on a site: How well your ad’s been doing on this and similar sites (if you’re targeting the Display Network).
  • Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devices.
  • So although our DLP option does not hit all of these points, it does hit the majority of them!

    By using our token insertion option, you both increase the relevancy of your ads as well as influence your click through rate. By passing your keywords to your landing page you increase relevancy still further and should also increase page engagement, which tells Google that your website is meeting the expectations of your traffic which in turn raises quality scores, lifts ad position and lowers your click costs.

    About the only pieces of the Quality Score algorithm that SpeedPPC’s DLP option does not influence is your “pre-SpeedPPC” account history (but we can certainly help you build a strong history going forward) and how well your ads perform on any particular device (but because your ads are highly relevant, they should perform well regardless of device).

    For more detailed information on our dynamic landing page superpowers visit our training site: https://training.speedppc.com/ce-advanced-user-guide/dki-landing-pages/