How to use Dynamic Text Replacement Feature?

The Dynamic Text Replacement feature allows to match your PPC ad’s keyword dynamically with your Landing Page content. Let’s see how to start using it!

Step 1. How to add Dynamic text in my Landing Page?

You’ll be able to add dynamic text on your headlines, body copy and even call to actions.

What you’ll need to do is open the Text 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}}

How to use Dynamic Text Replacement Feature?

Let’s define each element of the structure:

Name: This is the parameter you will send to google adwords. That is to say, the word or sentence that will be automatically replace by the keyword that was triggered by your visitor's search query.

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

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

How to use Dynamic Text Replacement Feature?

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 keyword 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.

Also if you take a look to our example you’ll see that it’s not necessary to include each element of the structure. In our example will be something like this:  {{company}}

If you want to set up the parameter and the default text, then is going to look like this: {{name:default text}}. Following our example it would be like this: {{company:American}}.

Default text and capitalization method are optional, but we encourage to use them all so you can have better headlines and landing page copy.

For example if you share your Landing Page on another channel like on social media or a blog post, then having a default text will be really important.

Step 2. 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 page URL]?[parameter]={KeyWord:DefaultText}

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

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

How to use Dynamic Text Replacement Feature?

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.

If you set up a different default text between the one you included in Lander and the one you included in Adwords, the one that will be prioritized will be the one in Adwords.  If you want you can include no default text in your URL, and in that case the default text will be the one you included in Lander.

DTR Other Uses

As you can see this very useful for your Adwords PPC ads, but keep in mind that you can use it for your Bing's campaigns, or even for your email marketing campaigns.

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