Dynamic Landing Pages in PPC

Dynamic Landing Pages in PPC

Assume you’re marketing a hotel. When guests come to you, they’ll each have a question to ask. 

“Does your price include free breakfast?”

“Do you allow dogs?”

“Do your rooms have hot tubs.” 

“Do your rooms have in-room coffee makers?”

“What specials do you offer.”

It’s the same with every industry. Each customer has a unique selling point. That one thing that will get them to make up their mind and make a purchase.

Customers will always come to you with questions. Not just offline, in your brick-and-mortar store, but online as well, when they land on your website or one of your landing pages.

If you’re offering these services, then you probably have this information on your website. But users will have to digger harder to find it – and in all honesty, not so many of them will have enough time for the search.

What’s likely to happen is that most of them will click away to go to one of your competitors’ sites to find if they’re offering that particular extra service.

And that, my friend, is how you lose business. 

But there’s an easy solution for this – dynamic landing pages, as they have come to be known.

Imagine an online user searching for a pet-friendly hotel with a pool in Punggol. With dynamic landing pages, you can lead them straight to a landing page with a pool and a copy that says, “We welcome pets.”

So, What’s a Dynamic Landing Page?

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A landing page is as precisely as it’s written on the tin – it’s dynamic. Meaning, it displays different marketing messages to different prospects or users, depending on several key variables, the top being location and keywords.

While you can still optimise these pages for organic traffic, they tend to work best with PPC ads. All you have to do is create a landing page for each ad group and align it with specific keyword terms. 

The idea is, you’ll have a landing page that changes its text depending on what the user searches for, thus increasing your conversion rate

How a Dynamic Landing Page Works

A typical landing page is static. Nothing changes, it’s the same topic, videos, texts, and other elements with every visitor that opens it. 

It doesn’t matter if you clicked on a dozen different ads; it’s always the same content. 

It’s an old-fashioned, soon-to-be-phased-out way of constructing a landing page. While it can still work for some situations, it’s limiting in a way — especially if you’re targeting people with different personalities and preferences.  

Enters dynamic landing pages!

They’re never static. But changes depending on who’s looking at them.

Your site visitors will likely find them more appealing. In most cases, you’d have checked your customers’ data and determined that they prefer a particular marketer and led them to a landing page that’s been specifically tailored to their needs. 

They’re a combination of specific code capabilities and data-mining to recognise and adjust when a user hints at certain interests in their search. 

With this information and a little bit of willpower on your part, you can create these pages to better target and convert your site visitors. 

Why a Dynamic Landing Page?

Increased Conversion

A dynamic landing page could increase your conversion rate. That’s because it creates a unique online experience for every single one of your visitors.

Since they’re tailored to the specific needs your visitors have, your site visitors are likely to find them relevant and more aligned to their specific needs. 

Saves Time

Let’s consider a digital marketing agency that’s opted for a dynamic landing page. The page they create can adjust its headline and above-the-fold copy based on the specific keyword used – “profession web development services” or “professional copywriting services.” 

So, instead of creating different landing pages for each keyword, a dynamic landing page can do the heavy lifting for you. 

Personalised Content 

Personalisation is crucial for lead conversion. In email marketing, it’s been found to improve click-through rate by up to 14%. 

Now, imagine what it can do for your landing page conversion. 

With dynamic landing pages, you can customise your content using dynamic variables such as weather, age, location, and so on. It enables you to target customers with different messages. 

That way, a new visitor doesn’t have to see the same message as a returning one, and so much more. 

Increased Quality Score

Landing page experience and how users interact with it are among the key components that directly impact your quality score. 

Since dynamic landing pages are all about personalisation, that means they’re poised to create better user experiences than static ones.

The information you’ve captured can hint at the effectiveness of special offers and discounts. 

You get to analyse what works for that particular group of users and serve them exactly that. 

Pros and Cons of Dynamic Landing Pages

Dynamic landing pages have immense pros, especially for PPC campaigns

  • High-Quality Scores: We’ve already mentioned this. By adopting dynamic landing pages, you’re likely to see an improvement in your quality score. That because your ad copies will be an exact match to your ad keywords, making your landing page more relevant to Google. 
  • High Conversion: Online consumers are a sophisticated bunch. And petty too. They expect brands to cater to their exact needs. If what you’re offering doesn’t align with their needs, they’ll click away and try their luck elsewhere. But with dynamic landing pages, you can pre-emptively figure out what makes them tick and adjust your content to match their individual needs. 

By tailoring your content to match their needs, they’re more likely to trust you and make a purchase. 

  • Easy to Test and Make Necessary Adjustments: A dynamic landing page is easy to change even after you have created it. It’s even easier when you used an automated tool to create it. 

And the fact that it’s easier to change, makes it easier to test as well. 

  • Gain an Edge Over Your Competition: The beauty of using a dynamic landing page is that not so many people know about it. You can research what keywords your competitors are using, then create a PPC campaign based on those keywords. After that, you want to create dynamic landing pages around those keywords, tailored to the specific needs of the underlying users. 

Cons of Dynamic Landing Pages

They’re Costly to Create

The most obvious con of creating a dynamic landing page is cost. No so much. 

The truth is, there are so many automated dynamic landing page builders that are not only affordable but make the process of creating one a snap.

Don’t Work Well with Organic Search

Another issue that doesn’t sit well with many enthusiasts of dynamic landing pages is the fact that they can’t rank organically. Unlike static landing pages, search engines find them a little too complicated, which makes them hard to crawl and index. 

Another reason is that they use a script that search engines haven’t (yet) figured out how to index. They might crack it in future, but until then, the chances of your dynamic landing page ranking organically are pretty low. 

URL Parameters

Now the biggest challenge of creating a dynamic landing page is that you first have to familiarize yourself with URL parameters. Figure out how they work and, most importantly, how to create one.

A URL parameter enables you to create URLs based on the source of traffic or the keywords used.   

To run an effective PPC campaign with dynamic landing pages, you also have to understand how analytics work. You have to understand which keywords to track and which page versions are working and which ones aren’t.

Here’s a list of things you need to track: 

  • What devices are people using to access your website? 
  • Which one of your content is receiving a good response?
  • Where is the bulk of your prospects coming from?
  • What search terms are people using to landing on your page
  • And so much more

You need analytics to make good business decisions, based on the provided data – forget about your gut feeling.

Important Tips to Observe While Creating Dynamic Landing Pages

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There are dozens of variables that can either make or break your landing page. 

For example, 48% of landing page feature more than one offer. That means they have lower conversion rates. 

A landing page with a specific offer and concise call to action has a better chance of converting than one with multiple offers.
Dynamic landing pages are designed with this in mind. Instead, of having more than one offer on your landing page, you can use them to create different content for different scenarios and have them served separately. 

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Here are more tips you can observe while creating dynamic landing pages:

Pay Attention to the Headline

You should create your headline with only one goal in mind: to get users to want to read further. 

In which case, your headline accounts for 80-90% of the success you’ll have with your landing page. 

Writing a headline is an art that can only be perfected through practice and testing. 

You want to get your site visitors curious. At the same time, you want to be very specific and set the right tone for the rest of the page copy. 

Create an Offer that Wows Your Visitors

You can have the most stunning landing page, but if your visitors don’t like your offer, then they’re not going to convert. 

It’s for this reason that you want to think about your prospects when creating the offer. Think about what matters to them or what they might find irresistible. 

Whether it’s a course, eBook, Webinar, or a product you’re selling, you want to make sure it’s something your prospects would go to extreme levels to have.

Try wearing the mind of a prospect and figure out what’s compelling to them.

Don’t Ignore the Design and Colour

People tend to overlook design and colours when creating dynamic landing pages. 

The general rule of the thumb is that you should try to keep everything simple and make sure it loads faster. 

The last thing you want is to lose conversions because your landing page wasn’t fast enough. 

For colour, you want to use complementary colours or better choose a colour scheme that will make your call-to-action (CTA) button more conspicuous

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Have a Strong CTA

Your landing page has to generate an action. For this, you want to make sure that each component or element builds on the next – starting with your headline down to the CTA. 

More importantly, your CTA must be direct, clear, and easy to understand. Examples of a better CTA:

  • Sign up here
  • Download a Guide That Will Solve Your Problem
  • Buy Now

In other words, your CTA should be a not-be-so-gentle reminder of why the person visited your landing page in the first place. 

Test Your Landing Pages and Keep Improving on Them

52% of marketers with landing pages say they test them to come up with ways they can improve conversions. 

Here’s the thing: No matter how careful you’re with designing your landing page, the chances are slim that you’ll get it right the first time.  

And by missing out on conversion, that means you’re leaving lots of money on the table. 

That’s where analytics can be of great help. With the data provided, you can tell what’s working and what’s not.  

For example, you will be able to tell which methods are driving the most traffic but are not good for conversions, and vice versa. 

Note this: while testing your landing pages for conversion, you have to make sure that you’re only testing one aspect of the conversion at a time. This may require a lot of patience, which most marketers don’t have. 

By testing multiple things at once, you’ll have a hard time determining which change brought the difference. 

So, Is a Dynamic Landing Page Right for Your Business 

There are so many advantages to designing a dynamic landing page. From customising your content and enhancing user experience to increasing conversion rates, having a dynamic landing page can mean the difference between struggling to make enough sales and growing your sales through the roof.

It’s an investment that will take a lot of your time and energy, especially when personalising your content, but when done right, the payoff can be huge. 

In others words, your success doesn’t just depend on you designing a dynamic landing page. You have to get everything right. And most importantly, test it across various parameters and keep on adjusting it until it’s effective enough to give you the results you want. 

How to Build a Dynamic Landing Page

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After learning about the importance of having a dynamic landing, it’s only natural that you’ll also want to learn about how to set up one.

Well, the process is quite simple.

You can begin by creating a normal landing page. Just like you usually do. Choose a landing page builder and then proceed to create one. But before that, you have to make sure the page builder has an option for dynamic text replacement (DTR).

According to the page builder you choose, the procedure for adding dynamic text will differ. But the basic point is to make sure the landing page you’re creating accepts dynamic text. 

By dynamic we mean the text will change depending on the keyword that the user entered.

Set your content appropriately based on whether a user searched for “hotel rooms with hot tubs,” “pet-friendly hotel rooms,” “hotel rooms with swimming pool,” and so on. 

The differences may be subtle, but quite enough to influence decisions in a big way. You’d be surprised by how specific people get when searching for something online. 

The next thing you want to do is to set the parameters in your PPC ad service to lead users to an appropriate dynamic landing page. It’s a lot simpler than creating a different landing page for each keyword. 

Instead, you get to manipulate each landing page to accommodate several keywords. 

Landing Page Builders that Allow you to Dynamically Tailor Your Copy

Dynamic Text Replacement is a feature that allows you to match the copy in your PPC ads to the copy in your landing pages. 

It helps you to increase your landing page relevancy for each search engine user. 

With increased relevancy comes increased conversion. People will click on your ad, and be directed to a page that addressed their specific needs, as hinted by the keywords they used. 

That makes them more likely to convert. It also increases your AdWords Quality Score, which will see to it that your PPC ads rank even higher with lower CPC. 

That said, here are 3 landing page builders that allow you to dynamically tailor your landing page text:

1# Unbounce

Unbounce is a pioneer in this. 

They were the first landing page builders to ever enter the market. They, as such, have the most mature and robust landing page builder currently powering more than 15, 000 brands, including Campaign Monitor, Zola, Fifty & Fifty. 

It’s a flexible page builder that’s fairly easy to use. It comes integrated with thousands of stock images that you can add to your landing page content to make it more appealing. That’s without mentioning their built-in image compressor and lots of other high-end features. 

After building your landing page, you can directly publish it to your domain or your WordPress site using a plugin. 

What’s more? They have dynamic text replacement, which works to increase your landing page relevancy. 

Key Features

  • Drag and drop visual editor
  • 100+ conversion-focused landing page templates
  • Built-in A/B Testing
  • AI-powered optimisation
  • Dynamic text replacement
  • Real-time analytics
  • Integration with third-party tools, such as sticky bars and pop-ups

How to Set up Dynamic Text Replacement with Unbounce

Step 1: Start by creating your landing page the usual way. Work the design the colour and the main text and everything else, until it’s all ready for publication. 

Step 2: Go through the text and highlight the section that you would like to make dynamic. Click on the dynamic text button.

Step 3: Enter the dynamic text or the alternative text that will replace the text you highlighted. 

Step 4: Set the default text. This is the text that will show by default when the dynamic text is not showing. 

Step 5: Have some fun playing around with your text. Choose a font, select whether to use lower or upper case and change the title case. 

Pricing: Their pricing starts at $80 per month for 20, 000 visitors, 500 conversions, and one connected domain. 

However, to use a conversion-focused feature such as dynamic text replacement, you will be required to go for a higher plan (which starts at $120 per month). 

They have a 14-day free trial on all their plans. 


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2# Instapage

Instapage is rated as one of the best landing page builders on the market.

Commonly used by agencies, in-house teams, and enterprise businesses, Instapage is so rich with features than any other landing page builder on the list. 

Their visual editor stands second to none. It’s intuitive and, hands down, one of the simplest to use, with nothing limiting about it. 

They have a massive selection of different templates to work with: booking pages, product launches, webinar registrations, waitlist, course registration, app downloads, demo requests, appointment scheduling, and more. 

And the most interesting part? They allow you to dynamically tailor your page text to snugly match your ad copy. 

Key Features: 

  • Powerful drag-and-drop visual editor for designing or customising your landing pages
  • Easy to run A/B tests on your landing pages
  • Heat map tracking for optimising your landing pages beyond A/B tests
  • Builds AMP ready landing pages
  • Dynamic text replacement
  • Built-in conversion analytics
  • Allows you to upload third-party templates
  • Ability to add comments to your landing pages for easy collaboration with your team and clients
  • Integrates with a long list of third-party tools, including Marketo, Salesforce, HubSpot, and more

All these features are available on their business plan, which starts at $199 per month, $149 per month when billed annually. However, there’s a limit to this plan. Its traffic is limited to 30, 000 unique visitors per month. Also, you can only publish a maximum of 30 landing pages, have not more than five members on your team and not more than five workspaces. 

They have a 14-day free trial on all their plans. 

3# Landigi

Landigi is another powerful landing page builder that allows you to dynamically tailor your page content to increase its relevancy or align it even closer to your ad copy or user intent.

The tool also boasts a powerful editor and a long list of other page building features you’d also want to check out. 

For example, their editor comes with a drag-and-drop feature that lets you customise or design your landing pages in real-time. It also features several widgets that you can directly add to your pages. 

Better, their autosaving feature works to ensure you don’t lose any of the changes made should you go offline or accidentally click away. 

Key Features:

  • Drag and drop visual editor and landing page hosting
  • 150+ landing page templates to choose from, with over 50 pop-over templates
  • Matching “thank you page” for each page template
  • Built-in landing page analytics
  • Autoresponder on higher plans
  • Integrate third-party ESP, such as ConvertKit or GetResponse
  • View all of your visitors and leads in one central box


Their plans start at $47 per month. This plan gives you unlimited user accounts, landing pages, and conversions. But it’s limited to only 5000 visits and only one connected domain. 

You can increase the limit by upgrading to the next plan or purchasing add-ons. 

They have a 14-day free trial on all their plans. 

How to Optimise Your Dynamic Landing Page

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You can use a page builder such as Unbounce, Instapage, or Landigi to create a dynamic landing page. All the three platforms we’ve mentioned offer Dynamic Text Replacement (DTR) as one of their core features.

They also allow you to link up URL parameters to different elements.

Here are a few of the elements you can optimise:

Headline: Your headline must be catchy, informative, and straightforward. Use dynamic keyword replacement to ensure your headline matches your ad copy to a T. 

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Body Text: You should try to include the dynamic search term in your body a few times. The first part of the body text should try and get the visitor hooked in. After that you want to take them on a journey that fulfils their desires, through images, convincing messages, and anything else that aligns with their core needs and goals. 

Call to Action: CTAs can also adapt based on DTR. This is especially important for a returning visitor. Just changing the CTA is enough to give them a great experience. Also, when a user is accessing the site on a mobile device, try replacing the “click to call” with something more mobile-like, like “tap to call.”

Images: It’s only natural that you’ll also want to replace the images with something that resonates with your visitors’ search intent. Use UTM parameters to define the rules for replacing the images.

Replacing images in ecommerce is important because it not only creates relevancy but also builds trust.

Pop-ups and Sticky Headers: Suppose you want your sticky headers or pop-ups to show free shipping to Australian customers only. You can use reverse IP lookup to find the customer’s location, and define the rules for hiding and showing this part of the content. Use a tool like “if so” to get this done. 

Dynamic Information: Ever booked an uber or any other cab service via an app? Usually, the can will check your location and present to you a list of cabs that are within your locality. They don’t just show you random cabs and let you narrow down to the ones nearest to you. 

You can do the same for your site visitors. Have the website scan through the visitor’s information and present to them the most relevant information, and not just some random stuff that they still have to filter through.  

The more specific or closer your landing page aligns with the user intent, the more they’re likely to convert.

Important Tips for Optimising Dynamic Landing Pages

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Here are the things to consider:

Keyword Optimisation: Optimise your keywords, but don’t overstuff them. Try to make sure your use of keywords in the page copy looks as natural as possible. 

You risk losing your visitors’ trusting when your page copy is slammed with words that appear forced. 

Optimise Hotspots: You can begin by identifying some of the places that the reader spends the bulk of their time. Now you want to optimise all these places using dynamic texts. 

These places can include the headline, call-to-action button, page title, and body. 

By keeping these areas dynamic, you’ll be halfway to giving your visitors a more personalised experience.

Optimise Your Landing Pages for Channel Relevancy: Don’t use the same landing page for both Google Ads and Facebook Ads. Instead, try to optimise them for each channel. When a visitor landing on your site from Facebook, you do not want to engage them via an online chat. Instead, try using Facebook messenger. 

Also, try showing Google reviews to visitors who land on your page via Google Ads.

You have unlimited options on how to proceed with this.

Optimise Aesthetics: The point is to try and be creative. Use clever lookups to get your visitors hooked in. For example, when it’s raining and you sell umbrellas and sunshades, then perhaps you should consider showing them an umbrella. 

You could also tailor your landing page to match visitors’ time. When a visitor checks your page during the night, you can automatically style it to dark mode. 

How far you can go with this is only limited by how far you’re willing to let your creativity take you. 

How Dynamic Text Works on PPC Ads?

Google Ads recently introduced a series of IF Functions, which allow you to dynamically replace ad text based on the user’s search query. 

Let’s say the user is searching for ‘female sneakers.” By typing ‘female sneakers” that shows that they’re just browsing around. 

Their language is a bit generic and not specific enough to show that they have any intention to buy. They’re probably in the middle stage of the sales funnel.

All they’re doing at this point is comparing different brands and options. That’s likely to be the case when they’re searching on their laptops.

But try to imagine a situation where they’re searching on their mobile device. Turns out, people use their mobile phones when they’re “in the moment.” There’s a sense of urgency in the fact that they’re using their mobile phones.

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For this, you can change your ad copy to incentivise the purchase. 

You can use Google Ifs to dynamically replace your ad copy text, with something that gets the user to skip all the other options and consider buying from you.

So, the ad copy text moves from “female sneakers” to “female Adidas sneakers – 20% off.” 

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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