Dynamic Keyword Insertion for Improved Landing Pages

Dynamic landing pages that automatically show relevant keywords are more likely to convert visitors into customers. Dynamic keyword insertion is quickly becoming an essential marketing tool for customizing landing pages to deliver relevant information that high-intent visitors need to follow through on a call to action. 

A landing page on your website is where users arrive after clicking a link from another source, such as a marketing campaign, pay-per-click (PPC) ad or search engine result. A landing page is designed to capture user information (lead generation page) or to help users make purchases (click-through page).

A successful landing page requires a clear and visible call to action (CTA), and strong, high-quality and compelling visuals, headlines and copy. Even then, there is no guarantee users will take the action you want them to take.

The median conversion rate for landing pages is around 6.6 per cent across industries, according to the Unbounce Conversion Benchmark Report. One way to improve performance and increase conversions is to create landing pages that leverage the power of dynamic keyword insertions.

What is a dynamic landing page?

While a static landing page shows the same content to everyone, a dynamic landing page uses data about individual visitors to adapt and personalize content. The data it uses can include their location, device, browsing history and search queries, as well as the source they clicked on to arrive at the landing page. This customization helps create a more relevant experience that engages and encourages users to convert. The insights captured on dynamic landing pages can also be used to improve other digital channels and search engine optimization.

Dynamic content, also known as smart content, includes:

• headlines
• body text
• calls to action
• testimonials
• images/visuals
• pop-ups or windows that appear on top of a landing page

To create a dynamic landing page and apply dynamic keyword insertions, you need landing page software that supports smart content.

What is dynamic keyword insertion?

Dynamic keyword insertion helps ensure each visitor feels as though you are speaking directly to them and delivering the right message. It is a tool offered by ad networks, such as Google Ads, that automatically inserts the keywords or search terms a visitor used to get to your landing page into the content they see there.

If someone typed “Best Accounting Software for Small Businesses” in a search engine, the headline on your landing page might automatically change to “The Best Accounting Software for Small Businesses” to align with what the user is looking for and increase the likelihood they will stay on the page and take action. Dynamic keyword insertion is particularly effective for PPC campaigns.

Benefits of dynamic keyword insertion

Incorporating dynamic keyword insertion in your landing pages helps to:

• Improve ad relevance. Google Ads’ Quality Score is focused on user experience and relevance. The better your landing page addresses a user’s search, the higher your ads’ Quality Score and the higher their ranking on search engine results pages.
• Create tailored user experiences. Visitors to your landing page will see exactly what they searched for, improving their experience and engagement.
• Increase conversions. A positive user experience and quick access to the right information can help drive conversions.
• Boost efficiency. Leveraging dynamic keyword insertion eliminates the need to manually create multiple landing pages – a best practice in the world of traditional, static landing pages. Instead, you can create one page that adapts to different keywords.

Implementing dynamic keyword insertion on your landing pages

Keep it simple

Choose a website platform or landing page builder that supports the ability to dynamically insert keywords.

Establish keyword parameters in your ad platform

A keyword parameter is essentially a placeholder. When someone clicks on your ad, your ad platform will replace the parameter with the exact keyword they searched for and automatically update the ad to include the keyword, which will then get picked up by your landing page.

Build keyword variables into your landing page

Keyword variables will pick up dynamic keywords from ad URLs. Headlines, subheadings and calls to action are effective locations to use keyword variables on your landing page.

Optimize and experiment

Are keywords displaying the way you want? Where are keywords having the most impact? Is it in the headlines, body copy or calls to action? Test different keywords to see which are most effective. Experiment with placement to drive maximum impact. Using a few dynamic keywords in the right locations is often the most effective strategy.

Tip: Make sure the dynamic keywords you use sound natural and are consistent with your brand voice and story.

Personalization is integral to a great user experience. It is at the core of effective content creation and successful marketing campaigns. Dynamic keyword insertion is fast emerging as an essential tool for customizing landing pages to deliver relevant information that high-intent visitors need to follow through on a call to action and for creating high-performing PPC advertising campaigns.

Postmedia has the expertise to help you leverage dynamic keyword insertion to drive conversions.