Dynamic Text Replacement

How to Use Dynamic Text Replacement to Increase Conversion Rate

Last week we launched a brand new feature, Dynamic Text Replacement (DTR). This feature saves you some valuable time, though the most important thing is that will maximize your PPC ad ROI.

Let’s put it in better words: increase conversions for less money.

Wondering how this works? Let’s break down the new feature is about, how to use DTR and why it offers a big boost in your PPC campaigns.

What is Dynamic Text Replacement?

The Dynamic Text Replacement feature allows you to match your PPC ad’s keyword dynamically with your Landing Page content.

The Dynamic Text Replacement is an incredibly powerful tool that lets you automate opt-in content on your Landing Page. With this new feature, you can easily customize the content of your landing page to correlate with different ads of your PPC campaign.

Dynamic text replacement is a real-time personalization solution that allows you to change content based on different custom parameters (URL variables, custom variables or onpage variables).

In the next part of this article, I’ll briefly explain what URL variables, custom variables and onpage variables are, and how to implement them to create dynamic texts.

Why is This so Important?

I want to imagine that you’re not displaying the same content to all of your traffic segments. If you’re still doing this, you should know that content personalization is one of the keys in today’s online marketing world.

Also when we talk about PPC optimization, one the most important things to know is that your ad’s headline should always match your landing page’s headline.

If you have 10 ads with different copy and keywords, but always sending to the same landing page. Then I can assure you, you are not getting all the conversions that you should.

Why? Because a big part of your visitors see a landing page that doesn’t represent what they were looking for, therefore they will bounce off.

Dynamic Text Replacement allows you to stop showing all your possible customers the same content, instead showing personalized content for each one of your ad but without having to build tons of different landing pages.

If you start using personalized landing pages, you are more relevant! Relevance ensures you get the clicks you want, that your visitors find what they are looking fora and therefore, higher return on your marketing investments.

However that’s not all, Google will trust your landing page page (because you deliver what you say you do), and then you get a high Quality Score.

Therefore your ads will cost less and earn better placement in search results.

The Benefits of Using Dynamic Text Replacement

  • Send the visitor an engaging message by creating an emotional attachment (Weather condition)
  • Remind the visitor about a certain product they may have liked in a previous visit
  • Make them feel important as opposed to a generic message
  • Nique messaging when getting an offer based on their on-site behavior

How Does This Work in Lander?

To start using this on your own landing pages what you’ll need to do is open the Text Editor on Lander’s editor and select the text you'd like to make dynamic and put it between {{}} (double-brace).

This is the structure you’ll need to use:

{{name:default text:capitalization method}}

The syntax is pretty easy to understand, so let’s break it down.

Every tag must start with two opening braces and end with two closing braces. This allows us to determine which content should be replaced inside of your landing page.

Name

{{name:default text:capitalization method}}

This should be the name of a custom variable you have defined. This is to use the word or sentence that will be automatically replace by the keyword that was triggered by your visitor's search query.

Default Text

{{name:default text:capitalization method}}

If the keyword that was triggered doesn't show, the default text is the word or sentence that will appear instead.

Capitalization Method

{{name:default text:capitalization method}}

This is the format in which the word or sentence that will be automatically replace will appear. You have different formats to use, let’s see them:

  • titlecase: The first letter of all keywords will be capitalized. For example, “Dark Chocolate”
  • sentencecase: Only the first letter of the first keyword will be capitalized. For example, “Dark chocolate”
  • lowercase: No letters will be capitalized. For example, “dark chocolate”
  • uppercase: All the keyword will be in capital letter. For example, “DARK CHOCOLATE”

Please keep in mind that you have to write them exactly the way we showed them above, otherwise it won’t work.

Let’s See An Example!

Fly to {{destination:Miami:sentencecase}} with {{company:American}} Airlines

Let’s break down this example.

Name: In this case the parameter is destination, so this is the word or sentence that will be automatically replaced by the different keywords you set up.

Default Text: In our example the default text is Miami. So if the user make a search with a keyword you don’t have but still see the ad and get to your Landing Page, Miami will be the word they will see.

Capitalization Method: Following our example, we’ve setted up that our word Miami will appear with stence case, so just with the first letter capitalized.

Building URLs for Your Google AdWords Ads

Now that you have set up the dynamic text on Lander now it’s time to create the URL that you’ll have to include on your AdWords ads, under the field called Final URL.

This is the structure you have to follow to make your Final URL:

[landing pageURL]?[parameter]={KeyWord:DefaultText}

Following our previous example, our URL would be something like this:

http://promo.yourdomain.com?destination={KeyWord:Los Angeles}

Let’s break down the example:

  • Our landing page URL is "yourdomain.com",
  • Our parameter is "destination"
  • Our default text is “Los Angeles”

Google AdWords will dynamically replace {KeyWord:Los Angeles} with the keyword that was triggered by your visitor's search query. In the event that the keyword that was triggered doesn't show, the default text Los Angeles will show.