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SEM Optimization, Dynamic Ad Text with Dynamic Landing Pages

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google simpsonsFor years Google and other pay per click search programs have offered dynamic keyword insertion for ad text as a way to promote click through rate and improve campaign performance. The closer your ad text matches the ‘semantic map’ the potential paid search visitor has in mind the more likely they’ll be drawn to your ad and click. This can be an especially helpful technique for long tailed phrases that can be virtually impossible to manage on an individual basis.

But most search marketers stop there – what happens when the searcher reaches your landing page? Most testing tools offer personalization capabilities that will customize the landing page based on behavioral criteria such as referring search phrase. This entails setting up a site side campaign and defining what elements to customize. I think a good place to start is in the page header as the eyes will tend to check there first.

Having both your ad text and landing page header personalized to match your site visitor’s specific search phrase will create greater continuity for your SEM campaign. By consistently matching a searchers ‘semantic map’ you’ll increase engagement and bottom line marketing results.

To learn more, try reading The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed


Written by Greg M

July 22, 2009 at 12:54 am