Web pages which dynamically adapt to the visitor’s intent are nothing new, but they work very well with Google AdWords campaigns. Take this example. One of our clients sells an item of hardware – let’s call it a “widget”, of course. Now, widgets can be used for all sorts of applications, and we wanted to advertise each of these specifically. Our adverts were to read “widgets for blue people”, “widgets for yellow people”, “widgets for orange people”, etc. This is a really good thing to do.
However, when somebody clicks on an ad, they want to see a page related to what they clicked on. So if our ads address separate applications, we need a separate page about each different application. Presenting visitors with a one-size-fits-all page (just called “Widgets”) isn’t good enough. Elated to find an advert which seemed to address them perfectly, they’d be so disillusioned to be taken to yet another generic page, they’d just click straight back. They want – and expect – to be taken to a page headed “Widgets for orange people”.
In an ideal world, we would create those pages. But there are problems. Firstly, in our example, the content of each page would be almost (if not exactly) the same. It doesn’t matter what the application is, nothing changes about the product. Secondly, there were 95 applications. Easy to advertise by name, difficult to write original copy about.
The solution is quite obvious, and is straightforward to implement, at least for our go-to coding guy. We created a dynamic web page which changed its headline based on the advert which was being clicked on. In this way, visitors were met with a page which appeared at first glance to be exactly what they wanted. And although the copy underneath was the same for everyone, that was fine, because the product was the same for everyone anyway.
So now, if you query Google for “widgets for orange people”, you’re confronted with ten ads from ten competing suppliers. Eight of these ads just say “widgets”, but two say “widgets for orange people”. You can guess which two get clicked on more frequently. But of these two, only one takes people to a page actually headlined “Widgets for orange people”.