Creating Hyper-Native PPC Touchdown Pages At Scale (No Coding Required) | Tech Lance

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In a market the place prices per click on (CPC) are rising as a lot as 16% 12 months over 12 months, you have to deal with the levers you’ll be able to management to enhance account effectivity.

Touchdown pages are an apparent technique to extend your conversion charge and decrease your value per motion (CPA).

However how are you going to create hyper-local, customized, high-converting touchdown pages at scale?

As we speak, I will present you maximize your account efficiency with this easy-to-implement touchdown web page technique.

It is possible for you to to:

  • Create limitless variations of your touchdown pages with little effort – saving dozens of hours of your time and that of your developer.
  • Customise the content material of the web page. to match your person intent.
  • Preserve excessive conversion charges to lower the CPA of your marketing campaign.

Utilizing this technique, I noticed conversion charges of over 25% on unbranded phrases for dwelling companies, software program as a service (SaaS), and business-to-business (B2B) firms.

Why use touchdown pages in your web site?

Touchdown pages unlock the potential of your account by utilizing conversion-focused content material and design.

Sending customers to your own home web page might be a foul resolution.


  • extra friction. In case you have a number of presents, you’re forcing customers to look and browse your web site to seek out what they want. Extra friction = the next bounce charge.
  • Doesn’t match person intent.. Relying on the site visitors supply, a person’s intent shall be totally different. For instance, somebody who already is aware of every part he must make a purchase order resolution towards site visitors coming from non-branded key phrases by paid search that has by no means heard of your model earlier than.
  • Not optimized for conversion. Touchdown pages are nice for offering individuals with details about what you do, the way you do it, and your distinctive promoting propositions. Nevertheless, they’re sometimes not as “gross sales” and conversion-focused as a touchdown web page.

With touchdown pages, you’ll be able to personalize every person’s expertise primarily based on what they’re in search of and the place they’re of their shopping for course of.

The technique

We will use Unbounce’s Dynamic Textual content Alternative (DTR) function to create a single conversion-focused touchdown web page, after which create limitless customized variations.

This may enable us so as to add the placement + service that individuals are in search of.

That may be achieved at scale as a result of all you have to do is add parameters to your touchdown web page URL so as to add the personalization.

Constructing the touchdown web page

The very first thing you want is to create an account and join the “Optimize” plan on Unbounce.

You have to this plan as a result of it offers you the DTR performance.

Subsequent, you have to create and configure your touchdown web page in Unbounce; this shall be distinctive to your scenario. Conversion-focused touchdown web page design is a whole ability in itself.

When you’ve by no means created a touchdown web page earlier than, you may get some inspiration on finest method what it’s best to have in your touchdown web page.

To simplify this information, I’ll use the instance of a pretend enterprise.

Beneath is an instance touchdown web page header I’ve created for Massive Joe’s 24/7 Plumbing (an organization made up only for this instance).

imaginary example of plumbing services landingPicture created by the creator, September 2022

As soon as your conversion-focused touchdown web page is created, it is time to arrange dynamic substitute textual content. We are able to then customise the touchdown web page copy primarily based on what the person is in search of.

For instance Massive Joe’s 24/7 Plumbing operates in Berkeley, Oakland, Pleasanton, San Jose, and Walnut Creek.

Now we are able to change the web page textual content from “San Francisco” to “Oakland” in the event that they search [emergency plumber Oakland].

First, spotlight the placement (or no matter textual content you wish to change), then go to Properties > Motion > dynamic textual content within the menu on the correct.

highlight placement on a landing pagePicture created by the creator, September 2022

You might be then proven the menu to configure the textual content you wish to make dynamic.

dynamic text replacementCreator screenshot, September 2022

Right here, I will set the URL parameter to “location” and set the model to uppercase to match the format of the touchdown web page.

Now all we have now to do is change the placement on the touchdown web page and set the URL parameter to location=oakland.

For instance, the complete URL can be

Building hyperlocal PPC landing pages at scale (no coding required)Picture created by the creator, September 2022

Now, to create as many touchdown web page variations as you want, all you have to do is create your URLs.

You should use this template (simply you should definitely make a replica!) to create as many URLs as you want at scale.

All you have to do is import the places you wish to goal into the Location column.

I often get them from on-line directories; for instance, if you wish to goal each suburb in San Francisco, yow will discover an inventory with a fast Google search.

You will simply must format it so that every particular person suburb is on a brand new row within the Location column.

Now you’ll be able to create a whole bunch or hundreds of touchdown web page variations.

Landing Page URLsCreator screenshot, September 2022

Implementing the touchdown web page(s) in your PPC campaigns

Now that you’ve your dynamic textual content touchdown web page URLs, it is time to create your campaigns.

Since Google has a URL per advert group rule, we’ll must separate the placements into separate advert teams.

Right here you should use a Single Key phrase Advert Group (SKAG) construct with every advert group in its personal placement.

It is going to seem like this:

Marketing campaign advert group Key phrase Match Sort
Search | Location – San Francisco Oakland Oakland emergency plumber phrase
Search | Location – San Francisco good good emergency plumber phrase
Search | Location – San Francisco Saint Joseph emergency plumber san jose phrase
Search | Location – San Francisco walnut creek emergency plumber walnut creek phrase

All that is left to do is add your Responsive Search Adverts (RSA) to advert teams in order that when the person searches for a particular location, they’re despatched to the proper touchdown web page variation.

Going one step additional

This technique is not simply restricted to customizing your touchdown web page placement.

You should use varied DTRs to higher customise your web page primarily based on the person’s search.

You can mix the placement + the issue the person is in search of.

For instance, if somebody searches for “good plumber blocked drains”.

location highlight landing page examplePicture created by the creator, September 2022

Its solely limitation is that there have to be sufficient search quantity to drive site visitors to the web page.

wrapping it up

You now have the flexibility to create hyper-specific touchdown pages that shall be customized primarily based on a person’s question.

The advantage of utilizing this device to do that is that as a substitute of needing a developer to create separate pages for every location, service, or mixture of each, you’ll be able to create a single web page and customise it with URL parameters.

This technique might be utilized to any business or marketing campaign, not simply native service campaigns.

Extra sources:

Featured Picture: Chaosamran_Studio/Shutterstock

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