Back to blog

How to personalize website content by Adword campaign keyword

June 21, 2022 | Teemu Raitaluoto

Campaign misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign uses a different messaging than what the company typically has on its main website. It's typical to drive visitors from a campaign to a landing page, but what happens if they don't convert right away? Using campaign personalization allows you to remember what campaign your visitors entered. This allows you to create personalized content that goes beyond the landing page.

When to use this Playbook

You can use this Playbook if you're creating multiple marketing campaigns with one or more landing pages and you want to align your website to the campaign messaging. Or if you want to test two ad versions for the same landing page template but tweak the keywords on the landing page to align with the ones in the campaign.

For example, you're targeting a very specific keyword on Google Adwords like "save on UK travel" that drives people to your landing page or website. If they land on your site and cannot find the same keyword again when scanning the site, they are likely to bounce. People like consistency and their behavior is driven by relevancy.

Keywords can also be used if your product has different main value propositions for different types of audiences. For example, one customer segment might appreciate the ease of implementation of Stripe and another might appreciate security. It's especially useful when your selling process involves communicating your different value propositions to different decision-makers or people with different job titles within the same company.

For example, if you're running a marketing campaign in cybersecurity with security memes, you might want to keep the same light tone on your website instead of doing a full 180-degree turn.

How to personalize

Top-of-the-fold

Repeat the keyword you used in your ad campaign. Also, tie your value proposition to the keyword you used to really align your campaign and website. Eg. if you are targeting a keyword such as "B2B website personalization", make sure you mention "B2B" on your website especially if you also serve B2C companies.

Content

Mention the keyword throughout your content to drive your point across. Change headers to include the keyword and also drop it into the paragraph text where it makes sense. You don't want to go overboard here either but just enough where it seems your product is fully positioned to exactly what the visitor was searching for.

Images and video

If you have the resources, produce image and video assets that mention or depict the keyword. It's a sure way to position yourself in the visitor's mind as the topic expert in the keyword you use.

For example, these two images could be used for different ad campaigns with different keywords. The first version could be shown to people who Google "website personalization tool integrations" and the second one when the person searches for "website personalization tool reviews".

Image keyword example

Call-to-actions

Use the keyword in your CTAs if possible. For example, if you drove people to your site using the word "website personalization", use a CTA such as "Start personalizing" or "Personalize your website now". The chances of visitors taking action are much higher when you tie it to the thing that drove them to your site in the first place.

How to create this segment

UTM parameters in links

When creating marketing campaigns, you often want to measure the attribution of different campaigns to understand what works and what doesn't. This is why marketers use UTM parameters that can be later parsed in analytics. You can use this Campaign URL Builder to create your links with UTM parameters. When a person lands on your page with those UTM parameters, the page is personalized to them if you're using Markettailor.

UTM parameters in segmentation

  • UTM source is any ─ then as part of your URL structure, include a UTM parameter, for example https://markettailor.io?utm_term=website-personalization

Example personalization

When we launched on Product Hunt in June 2022, we invited people to visit our website via https://markettailor.io?utm_campaign=product-hunt which included a personalization for the Product Hunt campaign.

Related Playbooks


Related posts

How to personalize content by marketing channel

Channel misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign on a specific channel uses a different tone than what the company typically has on its main website.

Read more

How to personalize content by marketing campaign

Campaign misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign uses a different messaging than what the company typically has on its main website or the landing page you're trying to get people to land on.

Read more