Working with Dynamic Text Replacement

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The world's most successful marketing campaigns have one thing in common: They're personalized. 

Prosperous marketing campaigns are specific to their target audience and use message match to assure their customers they've reached the best destination for their needs.

This is where Dynamic Text Replacement (DTR) packs a punch.

DTR is a feature that lets you tailor the text on your landing page to match keyword parameters, pay-per-click (PPC) campaigns, and other sources, using external variables you can attach to the URL.

This Article Describes: 

  • What is Dynamic Text Replacement?
  • Why You Should Use DTR
  • Where DTR Can Be Used
  • How You Can Use DTR in Unbounce and Google Ads

 


What Is Dynamic Text Replacement?

 

Dynamic Text Replacement is a real time solution that allows you to add personalization to your landing page content using different custom keyword parameters. 

DTR can be a complicated concept to explain, so we’ll use an example diagram of a DTR URL and go through each part of the URL:

DTR_Url_Diagram.png

  • The Landing Page URL (shown in the examples as red) is the URL of the landing page where you’d like to add DTR. 
  • The Parameter (shown in the examples as green) is a specification of your choosing that you can set to dynamically change according to the values and keywords that you’ve chosen. 
  • The Value (shown in the examples as blue) is the keyword that you’ve chosen to replace dynamically according to the customer’s inputted search terms. You’ll also need a default value in case the customer’s inputted search term doesn’t match the value you’ve given. 
  • The Default Value is the keyword that will show on your landing page if the customer doesn’t input a specific term. It will be replaced according to any keyword values that you’ve added to your PPC campaign keyword insertion. 

In our example URL, your default value may be PuraVida Holiday Retreat. But if customer is searching for a Holiday Resort, your website and ad will show PuraVida Holiday Resort instead, therefore personalizing the customer’s search query experience. 

 

Why Should I Use DTR? 

Dynamic Text Replacement provides great advantages for ads! Personalization is a great way to combat the ‘banner blindness’ that now afflicts most consumers due to being constantly besieged by ads. By personalizing your ads to exactly what your customer is looking for, you can improve your click through rates. 

The process of personalizing your ads and your landing page to present the same message to the customer is called message match. Unbounce allows you to add DTR across many facets of your landing page in addition to your GoogleAds keywords insertion, which means you can message match across ALL of your campaign, and not just in your advertising! 

DTR can be used in:

  • Email Campaigns
  • GoogleAds
  • Facebook Ads
  • Bing Ads

We’ll describe how to set up DTR in your landing page, how to build your own URL containing DTR for use on email campaigns and other Ad streams,  then show you how to set up your keyword insertion in GoogleAds. 

 

Where Can I Add DTR to My Landing Page?

DTR can be added to your Unbounce landing page in three different locations: 

  • Title, Keywords and Description
  • Landing Page Copy
  • Buttons

Ideally, you would use the same URL parameter in all three locations for the ideal message match. Follow the steps below to learn how to add DTR to each of these three locations. 

 

Adding DTR to Your Landing Page Title, Keywords and Description

  1. Navigate to the page in the Unbounce Builder where you’d like to add DTR. 
  2. Select the Page Properties tab on the right side of the screen.DTR_page_properties.png
  3. Scroll down to the TITLE & META DATA section. DTR_title_and_metadata_section.png
  4. Edit the Title, Keywords, & Description for your landing page. 

    Note:

    The following steps will have to be done separately and repeated  for Title, Keywords & Description:
  1. Highlight the word or phrase you'd like to make dynamic, then click the Dynamic Text button. A new dialog box will appear.
  2. DTR_title_and_meta_data.png
  3. In the new Dynamic Text Replacement box:
    1. Fill in the URL Parameter field with your chosen parameter. 
    2. Fill in the Default Text field with your default value. 
    3. Select a Text Style from the drop-down menu.
    4. Click the Save Dynamic Text button in the bottom right corner once complete.DTR_dialog_box.png

 

Note:

In this example we’ve put our URL Parameter as destination, just as we did in our URL example above. Our Default Value is Retreat. Your default text will change according to the customer’s input and what keywords you’ve selected from your ad source. 

 

  1. Save and Publish/Republish Your Page. 

Once you publish (or republish) your page, you'll be able to change the text dynamically via URL parameters

 

Adding DTR to Your Landing Page Copy

  1. Navigate to the page in the Unbounce Builder where you’d like to add DTR. 
  2. Compose and edit your landing page copy to your specifications.
  3. Once your text is looking how you’d like, double click on the text that you’d like to make dynamic. 
  4. Highlight the specific word or phrase where you’d like to apply DTR. 
  5. Click on the Properties tab on the top right side of the screen. DTR_text_properties.png
  6. Click on the Action Editor Tab
  7. dtr_button_action.png
  8. Scroll down to the DYNAMIC TEXT REPLACEMENT section and click on the Dynamic Text button. A new dialog box will appear.
  9. DTR_dtr_button.png
  10. In the new Dynamic Text Replacement box:
    1. Fill in the URL Parameter field with your chosen parameter. 
    2. Fill in the Default Text field with your default value. 
    3. Select a Text Style from the drop-down menu.
    4. Click the Save Dynamic Text button in the bottom right corner once complete.DTR_dialog_box.png

Note:  In this example we’ve put our URL Parameter as destination, just as we did in our URL example above. Our Default Value is Retreat. Your default text will change according to the customer’s input and what keywords you’ve selected from your ad source. 

  1. Save and Publish/Republish Your Page. 

Once you publish (or republish) your page, you'll be able to change the text dynamically via URL parameters

 

Adding DTR to Your Button 

  1. Navigate to the page in the Unbounce Builder where you’d like to add DTR. 
  2. Add your button to your specifications.
  3. Once your button  is looking how you’d like, click on your button once, then click the Properties tab on the top right side of the screen.dtr_button_propertiespng.png
  4. Scroll down to the BUTTON LABEL section and highlight the word or phrase you'd like to make dynamic, then click the Dynamic Text button. A new dialog box will appear. 
  5. In the new Dynamic Text Replacement box:
    1. Fill in the URL Parameter field with your chosen parameter. 
    2. Fill in the Default Text field with your default value. 
    3. Select a Text Style from the drop-down menu.
    4. Click the Save Dynamic Text button in the bottom right corner once complete.DTR_dialog_box.png

 

Note:

In this example we’ve put our URL Parameter as destination, just as we did in our URL example above. Our Default Value is Retreat. Your default text will change according to the customer’s input and what keywords you’ve selected from your ad source. 

 

  1. Save and Publish/Republish Your Page. 

Once you publish (or republish) your page, you'll be able to change the text dynamically via URL parameters

 

Building Your Own URL Parameter

Now that you’ve set up your landing page for DTR, you’ll want to build a URL parameter that you can use for your email or ad campaign. This URL parameter will work for campaigns not linked to Google Ads. For how to build a Google Ad URL parameter, see our specific Google Ads documentation

Let’s go back to our original DTR diagram: 

DTR_Url_Diagram.png

Building your URL parameters will follow the same format as above:

  • Your landing page URL in red
  • The constants that will always be in your URL parameter in black
  • Your parameter in green 
  • The value that will be replaced depending on the customer’s search in blue

 

Setting Up Keyword Insertion/Dynamic Text Replacement in Google Ads

Keyword Insertion in Google Ads lets you match the customer’s search term to your ad. This is the first step in getting the customer to click on your ad to make sure they’re seeing the results they’re specifically looking for. Once you’ve got them on your landing page, your previous DTR set up will keep them there! 

You can set up Google Ads keyword insertion in two ways: 

  • Using the Google Ads guided method, or
  • Building your URL using the manual method, which we will go over here. 

Your Google Ads URL will be similar to your landing page URL with some slight differences. Let’s revisit the diagram we’ve used before, with some slight changes to suit the Google Ads requirements: 

dtrgoogleads.png

Similar to how we set up our dynamic URL, let’s break down the different components:

  • Your landing page URL in red
  • Your keyword parameter in green - this is what Google will use to determine what will be dynamically changed in your ad.
  • Your default value in blue - this is what your ad will show unless your customer types in one of the keywords that you specified within your Google Ads text.
  • The elements that will not change are in black - you will always include these items in your URL. 

That’s it! You’ve built your Google Ads URL. There are some elements you can change to capitalize your dynamically changed keywords, which are all explained in the Google Ads documentation

Other Uses for Dynamic Text Replacement:

Using Keyword Insertion in Google Ads
Displaying Form Values in your Form Confirmation Dialog (Using Dynamic Text)

Using dynamic text in Bing ads

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