In a market where CPC is increasing exponentially 16% Throughout the year, you need to focus on the tools you can control to improve computational efficiencies.
Landing pages are a no-brainer strategy for increasing your conversion rate and lowering your cost per action (CPA).
But how do you create hyper-local, personalized, high-converting landing pages at scale?
Today I’m going to show you how to maximize your account production with this easy-to-implement landing page strategy.
You need to be able to:
- Create unlimited variations of your landing pages with very little effort – Save dozens of hours of your time and your developer’s time.
- Personalize the content on the page to match your user intent.
- Maintain high conversion rates To lower your campaign’s CPA.
With this strategy, I’ve had 25%+ conversion rates on non-branded terms of home services, software-as-a-service (SaaS), and business-to-business (B2B) services companies.
Why use landing pages on your website?
Landing pages unlock your account’s potential with conversion-focused content and design.
Sending users to your homepage is likely to be a bad decision.
- More friction. If you have multiple offers, you are forcing users to search and navigate your website to find what they need. More friction = higher bounce rate.
- It does not match the user’s intent. Depending on the traffic source, the user intent will be different. For example, someone who already knows everything they need to make a buying decision against traffic coming from non-brand keywords via paid search who has never heard of your brand.
- Not optimized for conversion. Homepages are great for giving people information about what you do, how you do it, and your unique selling proposition. However, they are usually not “general sales” and are not as focused on conversion as a landing page.
With landing pages, you can customize each user’s experience based on what they’re looking for and where they are in their buying journey.
We’ll use Unbounce’s dynamic text replacement (DTR) feature to create one conversion-focused landing page and then create unlimited, custom shapes.
This will allow us to add the site + service that people are searching for.
This can be done at scale because all you have to do is append parameters to your landing page URL to add the personalization.
Landing page building
The first thing you need is to create an account and sign up for Unbounce’s “Optimize” plan.
You’ll need this plan because it gives you DTR functionality.
Next, you need to create and configure your landing page in Unbounce – this will be unique to your situation. Conversion-focused landing page design is a whole skill in itself.
If you’ve never created a landing page before, you can get inspired on how best to approach what you must have on your landing page.
To keep it simple in this guide, I will use the example of a fake business.
Below is an example of a landing page header I created for Big Joe’s 24/7 Plumbing (a makeup company just for this example).
Once you’ve created your conversion-focused landing page, it’s time to set up your dynamic replacement text. Then we can customize the landing page copy based on what the user is looking for.
Let’s say Big Joe’s 24/7 Plumbing operates in Berkeley, Oakland, Pleasanton, San Jose, and Walnut Creek.
Now we can change the text on the page from “San Francisco” to “Oakland” if they are looking for [emergency plumber Oakland].
First, highlight the location (or whatever text you want to change), then go to Properties > an act > dynamic text in the list on the right.
Then the menu appears for you to configure the text you want to make dynamic.
Here, I’ll set the URL parameter to “location” and configure the style to be all caps to match the design of the landing page.
Now, all we need to do is to change the location on the landing page and set the URL parameter to location = oakland.
For example, the full URL would be https://bigjoes247plumbling.com/lp?
Now to create as many variations of the landing page as you want, all you have to do is create your own URLs.
you can use This form (Just be sure to make copy!) to generate as many URLs as you need at scale.
All you have to do is import the sites you want to target into a file Location column.
I usually get them from online directories – for example, if you want to target every suburb of San Francisco, you can find a listing with a quick Google search.
You’ll just need to format it so that each individual suburb is in a new row in Location column.
You can now create hundreds or thousands of landing page variations.
Implement landing page(s) in your PPC campaigns
Now that you have your landing page URLs with dynamic text, it’s time to create your campaigns.
Since there is a file One URL per ad group ruleWe will need to separate the sites into separate ad groups.
Here you can use a single keyword ad group (SKAG), with each ad group being its own site.
It will look like this:
|Campaign||Ad group||keyword||Match type|
|Search | Location – San Francisco||Oakland||Oakland emergency plumber||Phrase|
|Search | Location – San Francisco||Nice||Nice emergency plumber||Phrase|
|Search | Location – San Francisco||San Jose||San Jose emergency plumber||Phrase|
|Search | Location – San Francisco||Walnut Creek||Walnut Creek emergency plumber||Phrase|
All you need to do is add your Responsive Search Ads (RSAs) to ad groups so that when a user searches for a specific site, they are sent to the correct landing page format.
Take a step further
This strategy isn’t just about customizing your landing page site.
You can use multiple DTRs to better customize your page for user search.
You can combine the location + the problem the user is searching for.
For example – if someone searches for “plug the drains, nice plumber”.
Your only limitation is that there must be enough search volume for you to drive traffic to the page.
Pack it up
You now have the ability to create highly specific landing pages which will be customized to the user’s query.
The benefit of using this tool to do this is that instead of needing a developer to create separate pages for each site, service, or combination of the two – you can create a single page and customize it using URL parameters.
This strategy can be applied to any industry or campaign – not just local service campaigns.
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Featured image: Chaosamran_Studio / Shutterstock