How to increase paid search conversions with personalization
Brands are constantly innovating to engage their audience in today’s ever-growing digital landscape. From influencer collaborations to paid search campaigns, businesses explore diverse strategies to convey their message.
Yet, the end-user often feels lost and can’t find what they’re looking for amidst so much online noise.
Creating consistent, resonant communication across all channels is the only way to navigate this and stand out among the competition. Customers need to feel they can trust your brand and understand which problems you can help them solve. That is why you should always cut through the clutter to create a seamless experience for them.
Table of contents
- How to create personalized website experiences for paid search campaigns
- Audience
- Slot and content
- Extra options
How to create personalized website experiences for paid search campaigns
Personalization is a powerful tool that can help brands maintain a consistent message while tailoring their marketing efforts to their specific audience. That's why it's an essential part of search ad campaigns.
By tracking user interactions within your ads, you can gain insights into your customers' interests and preferences and use this information to create a more meaningful and impactful user experience on your website.
A good way of doing that is dynamically changing the landing page copy and images to match specific search terms.
Follow these steps to learn how to do it using Croct’s personalization engine:
First, go to your Workspace in your Croct Admin.
Next, click Experiences and then New.
Now, we'll show you how to segment users based on specific campaign attributes to create a new audience, select the slot where you want to deliver this communication, and the content you’ll display to users coming from a specific campaign.
Audience
With Croct, you can use our Contextual Query Language (CQL) to create segment criteria. This English-based language was tailored to meet the needs of modern digital experiences, with a strong emphasis on personalization, experimentation, and machine learning. It combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users to formulate queries. Read our documentation to learn more.
Click on New audience and enter a CQL expression that matches the target audience. You can use our campaign variable to segment your traffic. Here are some examples of segmentation criteria:
- campaign's source is "google"
- campaign's term matches "some search term"
- campaign's term matches "some search term" and campaign's source is "google"
To use the purchase information, you must ensure that all your campaigns final URL have the utm_term parameter.
Slot and content
Slots are any personalizable elements of your application.
Some popular choices are the announcement bar, the landing page hero, and the home banner. Still, you can also personalize any page section to include targeted information.
Select the slot you want to personalize, and finally, click on Content to specify elements such as images, copies, and button colors you want your audience to view. Be creative, and don’t forget to match the offer you’ve shown users on your ads.
Extra options
After creating an audience of users who viewed your ads, and defining both the Slot you want to personalize and the content you want those users to view, everything is almost up and running!
You can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.
Next, publish your experience or go to the preview to see the magic happen!
Wrapping up
Creating personalized communication on your website is a great strategy to grab the user’s attention, generating more engagement, and increasing conversions.
You can track marketing campaigns to ensure messaging consistency. Additionally, you can personalize your website based on organic searches or draw inspiration from some of our e-commerce personalization examples.
Here are some extra reads to help you tailor your messaging:
- Website personalization: a complete guide
- The search for conversions through sales funnel optimization
Sign up for a free account today and explore our platform to enhance your content delivery and improve your brand authority. Happy personalization!