Dynamic Landing Page Titles

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What do I mean?

As you hopefully know by now, it is almost always a very good idea to have your keyword in the title of your pay per click ad, assuming you're running pay per click.

This is because people are expecting to see what they've typed into google to appear in front of them and so they are actively looking for that key phrase to appear.

However, the same is true when they have clicked on your ad and arrive at your landing page. You'll appreciate that the conversion on your landing page is the bit that pays the bills - so it pays to optimise this.

Now of course you can have lots of landing pages, all with different page titles and track everything that way. Nothing wrong with that. It's simply a case of setting your PPC campaigns up and having related keywords in each ad group so that you can track the search phrases either individually or in related groups.

FOr example, if you're selling fishing tackle and have loads of different key phrases to cover all the different items, you group them into almost the same phrases and then add a tracking parameter on the destination URL.

So, for example, let say you have half a dozen words covering carp rods

"carp rods"
"carp fishing rods"
"rods for carp"
"rods for carp fishing"

So in the destination url, you'd have
http://fishingtacklesupplies.co.uk/index.php?campaign=gaw&keywords=carp+fishing

You can see from this that you can use the tracking information to populate the landing page title, and then start to track variations.

However, sometimes that can get a bit unwieldy and so a quick 'cheat' is to dynamically insert the title of your ad campaign straight into the title of the landing page.

It's certainly something I do and I believe it to be quite effective.
You can also do it with your NATURAL traffic as well!

In much the same way that your stats program can tell which key phrases people are using to find you within the search engines, your web page can be instructed to add the referring search engines' keywords directly into the headline of your landing page.

You might also want to pepper the keyword phrase(either natural search or PPC) throughout the main body of your website.

No doubt you'll have seen sites already that have highlighted text containing your search phrases. This illustrates what I mean.

And of your you can track all this as well. As with all these things, my suggestion os that you run a split test.

In my case, I simply serve 2 versions of the page randomly in equal measure and after 100 or so visits for a certain search phrase, I can see which of the headings has converted more visitors into signups. I write the code for this myself as it's easy but there are loads of bits of software that can do this for you - just ask your web designer.

(Or join my internet marketing club...)

As a footnote, my suggestion is that at the head of the landing page, you include a strong benefit that relates directly to whatever the search phrase is.
(in PHP for example, just use an INCLUDE function)

If this is of interest or even it it's complete Japanese to you, why not let us help you?

Just go to http://www.mklink.com/training/ today and register for a month's trial!


'till next time,

Mike Knight. MKLINK Internet Marketing Tips