How to Personalize your Website for Google Ads Traffic

How to Personalize your Website for Google Ads Traffic


Personalizations for Google AdWords using
Unless. What’s the advantage of using Personalizations
for your advertising? Advertising personalizations are some of the
most profitable and easy personalizations you can set up. Experiments that we’ve run on our customers
have shown a performance increase of as much as 30 percent, simply by creating more relevant
landing pages. How does this work? Let’s show you in this video! Broadly speaking, there are two approaches
that work really well for our customers: Hyper-personalized experiences,
and symmetric messaging with keyword insertion. Let’s start with hyper-personalized experiences. The typical journey for a visitor coming from
Google AdWords is one of very high intent. This is what makes PPC such an attractive
channel for many businesses. Let’s say someone searches for a solution,
say, integrated payments accounting software, they’re shown some ads which are matched to
that specific query. But when they land on the landing page many
companies simply show the same statement as they do to all the other traffic. This leads to significant drops in performance
and is a huge waste of money! Unless solves this problem in an elegant and
powerful way, letting you link each ad to a unique landing page. Unless also makes it incredibly easy to adjust
the content of your existing page through the visual editor, and it also remembers which
audience your visitor was a member of, so you can create an experience for audiences
across your entire website. This is what we call a hyper-personalized
experiences: each engagement will be tailored to that specific audience. How do we do this? Let’s do a live example on Freshbooks.com. Freshbooks is a company that offers small
business accounting software to make billing painless. By default their home page doesn’t mention
anything about payments. If we want to run a campaign specifically
targeted at people looking for easy integrated payments, we can do that pretty simply inside
of AdWords. I’ve already prepared what that would look
like. Here you can see the creation of an ad inside
of AdWords and you can see the final URL, the headline and then we scroll down and we
have add URL options. In here we have a tracking template. This is a tracking template that injects a
number of variables by default. In this case this ad is part of a campaign
called ‘payments’ and AdWords inserts that automatically into the URL. But AdWords also automatically inserts a number
of other properties, such as for example UTM_source UTM_medium UTM_content and UTM_term. What we can do now is we can click on ‘Save
new ad’ and then go through the process of testing it. Or we can also simply go to Google and see
what this ad looks like! so when I click on this ad, it actually takes me to the FreshBooks.com
homepage and that homepage mentions nothing about payments, which is a bit of a wasted
opportunity! So what we’re going to do is create a different
version for people that are landing on this page. To do that let’s go to Unless.com! I’m going to go to the homepage, and we’re
going to create a personalization which we’ll call ‘payments.’ Now we created one personalization, but we
can easily create multiple. So let’s say someone wants to do invoicing
or they would like to have a mobile app for their accounting software. Each of these are now different personalizations
and they can each have a different audience attached to them. In this case we’ll create an audience for
the ‘payments’ personalization. We’ll call it ‘payments’ and we’ll give it
a Membership of 60 days, which is the duration during which we’ll remember that this unique
visitor is part of the payments audience. We’ll give it a trigger and a condition, and
in this case we’ll use a parameter and inside of the parameter there’s a drop down for UTM_source,
UTM_medium UTM_campaign, UTM_content and UTM_term. If we go back into Adwords we’ll see that
those match up with the same terms right here in the tracking template. In this case we’ll use UTM_campaign equals
payments, and click on ‘save audience.’ What we want to do next is create a design
for this page. Let’s go into the Unless editor by clicking
on the ‘Design’ button. Here you see the default homepage. What we’re going to do, is change the copy
to focus on integrated payments instead of just billing. Now you can see that we just created a couple
of different subtle changes on the home page and now it’s much more relevant to people
that are looking for a solution for their integrated payments. Now we can also switch quite easily between
the different personalizations we created, by clicking here and we can say for example
‘software that makes invoicing painless’, or ‘that comes with an amazing mobile app.’ Great! So we just created a couple of different variations
really quickly and easily in Unless. Now I’m going to click on ‘Publish’ and we
can go back into the dashboard and you’ll see that we have these different variations
available. I would like to test this as well and to do
that we can go to “View Audiences”. Great! So we just created our first page, but what
if someone now goes to for example this page for self-employed professionals? Then, they’ll see the original copy again. So what we want to do next is we want to make
sure that across the entire funnel and website they will see content relevant to
them. So let’s go back into Unless, and go into
the second page. You can see here its self-employed. I click on ‘personalize’ and I’m now going
to create a personalization called ‘payments’ for this new page and we’ll add the same audience
we had before. We now click on design and the page focused
on self-employed professionals is now loaded into the editor. Now we can change the copy into ‘not on getting
paid’ and we’ll click on publish. We can go back into the dashboard and then
preview this page as a member of the ‘payments’ Audience. Now, whenever someone lands on this homepage
and then proceeds to this page, they’ll be shown a consistent message. This is extremely powerful for you and your
customers and will make them much more likely to convert further down the funnel. To summarize how to create a hyper personalized
experience: First you want to tag different audiences
with the UTM parameters in the URL. Second you want to define an audience membership
to create a persistent experience and Third you want to design a personalized experience
across the entire funnel. The second type of advertising personalization
that Unless makes really easy, is something called ‘symmetric messaging.’ In Symmetric Messaging you’re taking the exact
search term that someone has used, put this into the ad and those also match this exact
same search term on the landing page. This is a really powerful tactic and by doing
this we’ve seen big improvements in performance. But why is it so powerful you have to think
of it as a conversation. When I’m telling you about
a topic but I decide to use a slightly different definition during the conversation, we’re
not really going to be able to connect on the topic. When I talk about the same topic but decide
to use different adjectives such as yellow instead of green, it’s also going to create
a disconnect. Only when we use the exact same wording do
we really connect with each other on any particular topic. In a real life scenario people do this fully
automatic, but online it is extremely common to use different language than your reader
is using. So how do we do this? Let’s go back into the browser and let’s go
to AdWords. In AdWords we have the
campaign creation wizard and we’re going to create a search ad. This ad will lead
to website traffic for FreshBooks.com. We’re going to name this campaign ‘accounting
software’ and we’ll give it a budget and create the campaign. Once you’ve done this you create ad groups
inside of AdWords. We’ll call this
‘accounting software keywords’ and to the right you’ll see a list of possible keywords
we can select from. Let’s say, accounting software, accounting
billing, accounting software small business software, and let’s add a couple more. All right! So you can see we’ve created quite a list
of different keywords in here already. Now these keywords are very important. You need to remember this list! I’ll click on ‘Save and continue’ Now we can create the ad. While I’m creating the ad, first add the URL
and now we’re going to create a headline. So let’s start off with FreshBooks.com, but
for the second headline ‘the best’ and now we can do keyword insertion inside of Adwords. I’m going to put {keyword}, but as an alternative
we can put ‘accounting software’ as a default. I’ll click on apply now you can see we have
‘the best accounting software’ but this part will
be replaced by whatever keyword we used previously. Now the same keyword that’s put into the headline,
we can also put that into the URL. Back in the Unless dashboard, we want to create
a personalization that will inject this keyword on to the page. So let’s create a new personalization and
call it ‘keyword insertion’ and design it inside the Unless editor. We now want to replace ‘accounting software’
by our keyword. To do that we can simply select ‘accounting
software’ and inside of the contextual menu you’ll see ‘dynamic keyword insertion.’ When we click on this, we can replace it with
a dynamic placeholder. In this case we’ll use UTM_term, because that
is what we used inside of Adwords. We’ll use the fallback which is ‘accounting
software’ and click on insert. Now what you’ll see is that if UTM_term is
in the URL, we’ll use that for this little bit of text. If
it’s not, we’ll use ‘accounting software.’ So let’s see what that would look like on
a live web site! Back in the dashboard we still have the keyword
insertion Personalization. Let’s add an audience to make it easier to
preview. So what we can do is we can say if it contains
UTM_term in the URL, it matches this audience. Now we can click on View as audience to preview. All I need to do is add the UTM_term to the
URL. There you go! We now have small business integrated payments
accounting software that makes billing painless! To recap, to set up symmetric messaging there
are four steps: First, set up keyword lists inside of Adwords. Second, add those keyword parameters to the
URL Third, create an audience and personalization
inside of Unless. Fourth, select the locations on the landing
page where you can inject these keywords. It’s that simple! Thank you for watching Advertising Personalizations
for Google AdWords using Unless. We hope you’re able to get started with this
video. For more ideas about how to personalize using
Unless, do check out our knowledgebase!

One thought on “How to Personalize your Website for Google Ads Traffic

  1. I am very, very enthusiastic about the great opportunities and possibilities Unless provides. Years ago I had hundreds of different landing pages. In order to be able to do that in not too much time I had to program a tool which generated all those different landing pages. And now, thanks to Unless, all those hundreds and thousands of different landing pages are all in one? That is almost still unbelievable to me. But right from the start my first tests are very motivating. 🙂

    Thank you for sharing this knowledge in this video! 🙂

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