Creating Hyper-Local PPC Landing Pages At Scale (No Coding Required)

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In a market the place prices per click on (CPCs) are growing as much as 16% year-over-year, it’s essential concentrate on levers you may management to enhance account efficiencies.

Touchdown pages are a no brainer technique to extend your conversion price and decrease your value per motion (CPA).

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

At present, I’ll present you how one can maximize your account’s output with this easy-to-implement touchdown web page technique.

You’ll be capable of:

  • Create limitless variations of your touchdown pages with little effort – saving dozens of hours of your and your developer’s time.
  • Personalize the content material on the web page to match your consumer’s intent.
  • Keep excessive conversion charges to lower your marketing campaign’s CPAs.

With this technique, I’ve held 25%+ conversion charges on non-branded phrases for dwelling companies, Software program as a Service (SaaS), and business-to-business (B2B) companies firms.

Why Use Touchdown Pages Over Your Web site?

Touchdown pages unlock your account’s potential through the use of conversion-focused content material and design.

Sending customers to your homepage is probably a foul choice.

Why?

  • Extra friction. If in case you have a number of choices, you’re forcing customers to look and navigate your web site to search out what they want. Extra friction = the next bounce price.
  • Doesn’t match the consumer’s intent. Relying on the visitors supply, a consumer’s intent will probably be completely different. E.g., somebody who already is aware of every little thing they should make a purchase order choice vs. visitors coming from non-brand key phrases by way of paid search that has by no means heard of your model earlier than.
  • Not optimized for conversion. Homepages are nice for offering folks with details about what you do, the way you do it, and your distinctive promoting propositions. Nevertheless, they sometimes aren’t as “sales-y” and conversion-focused as a touchdown web page.

With touchdown pages, you’re capable of tailor each consumer’s expertise primarily based on what they’re trying to find and the place they’re of their buying journey.

The Technique

We’re going to make use of Unbounce’s Dynamic Textual content Substitute (DTR) function to construct a single conversion-focused touchdown web page after which create limitless, customized variations.

That is going to permit us so as to add the situation + service that persons are trying to find.

That may be carried out at scale as a result of all it’s essential do is append parameters to your touchdown web page URL so as to add the customization.

Constructing The Touchdown Web page

The very first thing you want is to create an account & join the ​“Optimize” plan in Unbounce.

You will have this plan as a result of it provides you the DTR performance.

Subsequent, it’s essential construct and configure your touchdown web page in Unbounce – this will probably be distinctive to your state of affairs. Conversion-focused touchdown web page design is a complete talent itself.

In the event you’ve by no means constructed a touchdown web page earlier than, you may get inspiration on how one can greatest sort out what it’s best to have in your touchdown web page.

To maintain it easy for this information, I’m going to make use of the instance of a faux enterprise.

Beneath is an instance touchdown web page header that I’ve constructed for Large Joe’s 24/7 Plumbing (a made-up firm only for this instance).

imaginary plumbing services landing examplePicture created by writer, September 2022

As soon as your conversion-focused touchdown web page is constructed, it’s time to arrange the Dynamic Substitute Textual content. Then we are able to personalize the touchdown web page copy primarily based on what the consumer is trying to find.

Let’s say that Large Joe’s 24/7 Plumbing operates in Berkeley, Oakland, Pleasanton, San Jose, and Walnut Creek.

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

First, spotlight the situation (or any textual content you need to change), then go to Properties > Motion > Dynamic Textual content within the menu on the fitting.

highlighting the location on a landing pagePicture created by writer, September 2022

You’re then proven the menu to configure the textual content you need to make dynamic.

dynamic text replacementScreenshot by writer, September 2022

Right here, I’m going to set the URL parameter to “location” and configure the fashion to be uppercase to match the touchdown web page design.

Now, all we have to do to alter the situation on the touchdown web page and set the URL parameter to location=oakland.

E.g., the total URL could be https://bigjoes247plumbling.com/lp?location=oakland

Creating Hyper-Local PPC Landing Pages At Scale (No Coding Required)Picture created by writer, September 2022

Now to construct as many variations of the touchdown web page as you need, all it’s essential do is construct your URLs.

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

All it’s essential do is import the places you need to goal within the Location column.

I sometimes supply these from on-line directories – e.g., if you wish to goal each suburb in San Francisco, yow will discover a listing with a fast Google search.

You’ll simply have to format it so that every particular person suburb will probably be on a brand new row within the Location column.

Now you can construct tons of or 1000’s of touchdown web page variations.

landing pages URLsScreenshot by writer, September 2022

Implementing The Touchdown Web page(s) Into Your PPC Campaigns

Now you could have your touchdown web page URLs with dynamic textual content, it’s time to construct your campaigns.

Because of Google having a one URL per advert group rule, we might want to separate the places into separate advert teams.

Right here you should utilize a single key phrase advert group (SKAG) construct with every advert group being its personal location.

It’ll seem like this:

Marketing campaign Advert Group Key phrase Match Sort
Search | Location – San Francisco oakland emergency plumber oakland phrase
Search | Location – San Francisco pleasanton emergency plumber pleasanton phrase
Search | Location – San Francisco san jose emergency plumber san jose phrase
Search | Location – San Francisco walnut creek emergency plumber walnut creek phrase

All that’s left to do is add your responsive search advertisements (RSAs) to the advert teams in order that when the consumer searches for a particular location, they’re despatched to the right touchdown web page variation.

Taking It A Step Additional

This technique isn’t restricted to only customizing your touchdown web page’s location.

You should utilize a number of DTRs to raised customise your web page to the consumer’s search.

You could possibly mix the situation + the issue the consumer is trying to find.

For instance – if somebody searches “blocked drains plumber pleasanton.”

location highlight landing page examplePicture created by writer, September 2022

Your solely limitation is that there must be sufficient search quantity so that you can get visitors to the web page.

Wrapping It Up

You now have the flexibility to create hyper-specific touchdown pages which will probably be custom-made to a consumer’s question.

The advantage of utilizing this instrument to do it’s that as a substitute of needing a developer to create separate pages for each location, service, or mixture of the 2 – you may create a single web page and customise it with URL parameters.

This technique could be utilized to any trade or marketing campaign – not simply native service campaigns.

Extra assets: 


Featured Picture: Chaosamran_Studio/Shutterstock



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