Feature Guide: Dynamic Text Replacement


The world's most successful marketing campaigns have one thing in common: They're super relevant to their target audiences.

Using Dynamic Text Replacement (DTR) in Unbounce, you can personalize your landing pages to serve up a more relevant experience to visitors. While the concept of personalized marketing isn’t new, it’s an underutilized one and is linked to a lift in conversion. In this guide, you’ll learn to master the art of DTR and optimize your landing pages to generate more leads.

In this guide, you’ll learn:

  • What Dynamic Text Replacement is (& why should you should use it
  • 2 Ways Smart Marketers are Using DTR
  • How to Set Up DTR in Unbounce 

Part 1: What is Dynamic Text Replacement?

Dynamic Text Replacement is an Unbounce feature that lets you tailor the text on your landing page to match the keyword parameters in your pay-per-click (PPC) campaigns.

DTR allows you to swap out the text on your landing page – so that your upstream ads and landing page will present exactly what visitors searched for.

When a searcher clicks on your ad for “red shoes,” using DTR, you can match your landing page headline to the ad so that the visitors experience is seamless - they found just what they searched for!

This allows you to ensure that your prospect is seeing an exact match to their search query, from the ad to the landing page headline.

Maintaining this sort of message match increases conversions because it reassures visitors that they’ve come to the right place.

DTR isn’t complicated. Smart marketers understand how important (and lucrative) it is to serve up the right content at the right time to the right person -- that’s exactly what DTR does.

Part 2: Two Ways Smart Marketers Use DTR (with instructions)

Okay, I know what you’re thinking…

“I’m a smart marketer, but how can I actually use DTR in my next campaign?”  

Great question.  

In this section, you’ll learn how one savvy marketer used Dynamic Text Replacement in their own real campaign and one quick win for applying DTR to any of your campaigns along tactical instructions on how to apply each of these strategies in Unbounce.  

Use Case #1: Keyword Insertion: Search-query matching  

Keyword insertion probably sounds a little more complicated than it actually is. The concept is pretty simple: match a searcher’s query with text on a landing page. Here’s how an agency, RevUnit, applied DTR to change the copy on landing page to match a user’s search.  

Who: School of Rock is a music school with more than 160 franchise locations worldwide. They worked with the agency, RevUnit, to amp up their Adwords campaigns to increase leads from their landing pages.  

According to Seth Waite, the CMO at RevUnit, the School of Rock AdWords account consisted of 160+ campaigns, 800,000+ keywords and 160+ landing pages. Each campaign represented a franchise location (for instance, “School of Rock Scottsdale” is a single campaign) and each of those franchises locations had their own dedicated landing page.  

The tactic: They used Dynamic Text Replacement on the landing page to show personalized content to different site visitors based on keywords and locations from the ads. This helped match the perfect ad with the perfect landing page.

In other words, when a searcher types in “drum lessons, Scottsdale, AZ” Dynamic Text Replacement (DTR) is used to match the landing page headline with the Google search query. As a result, when the visitor clicks through to the School of Rock landing page, the headline would look something like this, “Scottsdale Drum Lessons.”

According to Seth from RevUnit, DTR was a game changer for this campaign: “because our PPC keyword strategy was very focused on instrument lessons (guitar, piano, etc), we’d need five landing pages (a different landing page for each instrument type) for each franchise location.”  

We strategically designed the pages with DTR in mind, so that instrument keywords could be placed throughout the page. Instead of having to create 750+ landing pages, we only had to create one for each franchise location.” - Seth  

The results: The number of monthly conversions improved 5x, by 250%, and the cost per conversion decreased by 82%. School of Rock has seen a huge improvement to their ROI on AdWords and their lead volume is stabilized.  

Do it in Unbounce: Keyword Insertion + Dynamic Text Replacement

Step 1: Add dynamic text to your ads

Start by setting up Keyword Insertion in AdWords:  

(By the way, you can also set up dynamic ads in Bing

Step 2: Create your dynamic URL

Use the following format to make your Final URL:  

[landing page URL]?[parameter]={KeyWord:DefaultText}  

For example, the URL for my pie page might be:  

try.mypies.com?flavor={KeyWord:Delicious}  

In this example, my landing page URL is "try.mypies.com", my parameter is "destination", and Google AdWords will dynamically replace {KeyWord:Delicious} with the keyword that was triggered by my visitor's search query.

In the event that the keyword that was triggered doesn't show, the default text Delicious will appear.  

Step 3: Add dynamic text to your landing page

 

That's it! Go ahead and login to Unbounce to get started.

Use Case #2: Personalized Confirmation: Customize your thank you page

Sometimes we’re so focused on getting the lead that we forget about what happens next. The thank you page or confirmation dialogue box that appears after a visitor converts is all part of the experience.  

This is an easy win: personalizing your form confirmation is simple but adds a whole lotta delight.  

Instead of this: 

 

Use DTR to customize your form confirmation message, like this: 

Feel free to get creative here. You can pass any data collected in your form fields to your confirmation dialogue box, like:  

  • Confirm a scheduled appointment date and time 
  • Provide a coupon code for the next purchase
  • Suggest new content or products

Do it in Unbounce: Personalized confirmations + Dynamic Text Replacement

To personalize your form confirmation with Dynamic Text Replacement head into the Page Builder and navigate to the Form Confirmation Dialog by clicking the tab in the upper right.  

Step 1: Navigate to the Form Confirmation Dialogue 

To personalize your form confirmation (thank you page) with Dynamic Text Replacement head into the Page Builder and navigate to the Form Confirmation Dialog by clicking the tab in the upper right.

 

Step 2: Select the text you'd like to make dynamic  

If the form field you're passing through isn't required, you'll want to make sure you have default text that makes sense, otherwise you can use a placeholder like NAME as visitors won't ever see it.  

  

Step 3: Rename the parameter to match the form field  

Rename the "URL parameter" to match form field you want to pass from your landing page.

Generally, form fields parameters will be the name of the form field in all lower case letters, with underscores in place of spaces (e.g. first_name) but you can always check the field name in the Form Builder - you'll see the field name below the field in grey. 

 

Step 4: Save & publish! 

Once you save and publish, your form confirmation will automatically update based on form submission. Go ahead and test it out! 

That's it! Go ahead and log in to Unbounce to get started.

What's next?

Now that you know how to use Dynamic Text Replacement in Unbounce, you’re on your way to conversion nirvana. Creating relevant marketing is not only helpful and delightful for landing page visitors, but helps you be a better, smarter marketer.  

As always, if you have questions about anything in this guide or Unbounce in general, we’re here for you:


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