📢 Landing page & ad optimization

Turn any web page into a winning PPC landing page: No need to build 100s of separate landing pages - use Intempt to personalize any page on your website to match the copy in each ad campaign.

About the use case

Optimizing landing pages for PPC (pay-per-click) campaigns is essential to maximize conversion rates. Rather than creating hundreds of separate landing pages for each ad campaign, Intempt allows marketers to personalize any page on their website to match the copy and intent of each ad campaign. This use case leverages UTM parameters from ad campaigns to adjust the landing page content dynamically, ensuring a seamless and relevant user experience that aligns with the ad they clicked on.


Benefits

  • Increased conversion rates. Personalizing landing pages to match ad copy improves relevance and increases the likelihood of conversions.
  • Enhanced user experience. Tailoring content based on the user's journey provides a cohesive and engaging experience.
  • Efficiency in campaign management. Eliminates the need to create and manage multiple landing pages for each ad campaign.
  • Better ROI on ad spend. Improved relevance and user experience lead to higher conversion rates, maximizing the return on investment for PPC campaigns.

How it works

To illustrate the use case, we will refer to a made-up project management app, "Otto."


Step 1: Set up tracking for UTM parameters

  1. Install Intempt's SDK:

    • Integrate Intempt's SDK into your website to track user activities and UTM parameters. Follow the integration guide Javascript SDK to ensure proper setup.

Step 2: Set up client-side personalization & experiences

  1. Create a new personalization campaign:

    • Go to the Personalizations section and create a new client-side personalization campaign named "Landing Page Optimization".
  2. Add experiences for each UTM source:

    • Create multiple experiences within the campaign, each targeting a different UTM source using the visual editor. Ensure that targeting conditions are based on the utm_source parameter.

Experiences:

  1. Google Ads:

    • URL contains: utm_source=google

    • Changes:

      • Headline: "Streamline Your Projects with Otto"
      • Subtext: "Boost Team Productivity with Otto’s Advanced Tools. Free Trial Available - Try Otto Today!"
      • CTA: "Get Started"
      • Visuals: Show screenshots of the interface and key features.
      • Extensions: Highlight specific features and customer testimonials and provide a direct contact option.
    • Steps to configure:

      1. Open Visual Editor: Select the experience for Google Ads and open the visual editor.
      2. Edit Headline: Change the headline to "Streamline Your Projects with Otto".
      3. Edit Subtext: Change the subtext to "Boost Team Productivity with Otto’s Advanced Tools. Free Trial Available - Try Otto Today!".
      4. Edit CTA: Change the call-to-action button text to "Get Started" and link it to the signup page.
      5. Add Visuals: Include screenshots of the interface and key features.
    • Explanation: This experience is designed to appeal to users coming from high-intent search and display ads on Google. The focus is on showcasing the key features and benefits of the app, encouraging users to take advantage of a free trial.

  2. Facebook Ads:

    • URL contains: utm_source=facebook

    • Changes:

      • Headline: "Join Our Community and Enhance Productivity"
      • Subtext: "Discover Otto's powerful tools for task management, team collaboration, and time tracking. Exclusive deal for Facebook users!"
      • CTA: "Join Now"
      • Carousel Ads: Showcase different features of the app, such as task management and team collaboration, using carousel ads with screenshots and user testimonials.
      • Video Ads: Embed a short demo video showing how Otto simplifies project management.
    • Steps to configure:

      1. Open Visual Editor: Select the experience for Facebook Ads and open the visual editor.
      2. Edit Headline: Change the headline to "Join Our Community and Enhance Productivity".
      3. Edit Subtext: Change the subtext to "Discover Otto's powerful tools for task management, team collaboration, and time tracking. Exclusive deal for Facebook users!".
      4. Edit CTA: Change the call-to-action button text to "Join Now" and link it to the signup page.
      5. Add Carousel Ads: Include carousel ads showcasing different features of the app with screenshots and user testimonials.
      6. Add Video Ads: Embed a short demo video showing how the app simplifies project management.
    • Explanation: This experience is crafted for users arriving from Facebook ads, emphasizing community engagement and the interactive features of Otto. Using carousel and video ads enhances the visual appeal and provides a comprehensive view of the app's capabilities.

  3. Twitter Ads:

    • URL contains: utm_source=twitter

    • Changes:

      • Headline: "Take Your Project Management to the Next Level"
      • Subtext: "Use Otto to manage your projects efficiently. Start your free trial today!"
      • CTA: "Try for Free"
      • Promoted Tweets: Use short, impactful messages that highlight app's benefits.
      • Hashtag Campaigns: Create a branded hashtag like #OttoOrganizes and encourage users to share their experiences.
    • Steps to configure:

      1. Open Visual Editor: Select the experience for Twitter Ads and open the visual editor.
      2. Edit Headline: Change the headline to "Take Your Project Management to the Next Level".
      3. Edit Subtext: Change the subtext to "Use Otto to manage your projects efficiently. Start your free trial today!".
      4. Edit CTA: Change the call-to-action button text to "Try for Free" and link it to the signup page.
      5. Add Promoted Tweets: Include short, impactful messages highlighting the app's benefits.
      6. Add Hashtag Campaigns: Create a branded hashtag like #OttoOrganizes and encourage users to share their experiences.
    • Explanation: This experience targets Twitter users who prefer concise and impactful messaging. The inclusion of promoted tweets and hashtag campaigns engages users in real-time, encouraging them to share their experiences and join the conversation around the app.

  4. LinkedIn Ads:

    • URL contains: utm_source=linkedin

    • Changes:

      • Headline: "Boost Your Business Efficiency with Otto"
      • Subtext: "Enhance your project management workflows with our comprehensive SaaS solutions. Exclusive offer for LinkedIn professionals!"
      • CTA: "Learn More"
      • Sponsored Content: Share articles, case studies, and whitepapers that demonstrate Otto's value.
      • InMail Campaigns: Highlight how Otto can address specific pain points and offer exclusive deals.
    • Steps to configure:

      1. Open Visual Editor: Select the experience for LinkedIn Ads and open the visual editor.
      2. Edit Headline: Change the headline to "Boost Your Business Efficiency with Otto".
      3. Edit Subtext: Change the subtext to "Enhance your project management workflows with our comprehensive SaaS solutions. Exclusive offer for LinkedIn professionals!".
      4. Edit CTA: Change the call-to-action button text to "Learn More" and link it to the signup page.
      5. Add Sponsored Content: Include articles, case studies, and whitepapers that demonstrate the app's value.
      6. Add InMail Campaigns: Highlight how Otto can address specific pain points and offer exclusive deals.
    • Explanation: This experience is tailored for LinkedIn users, focusing on professional networking and B2B marketing. The content highlights thought leadership, showcases success stories, and offers exclusive deals to attract decision-makers and professionals.


Step 4: Configure targeting and display settings

  1. Set targeting conditions:
    • For each experience, configure the audience targeting based on the relevant UTM parameters. Ensure that the conditions match the specified URL contains parameters.
      • Google Ads: URL contains utm_source=google
      • Facebook Ads: URL contains utm_source=facebook
      • Twitter Ads: URL contains utm_source=twitter
      • LinkedIn Ads: URL contains utm_source=linkedin

Step 5: Launch and monitor the personalization campaign

  1. Start the personalization campaign:

    • Once all experiences are set up and configured, start the personalization campaign in Intempt.
  2. Monitor performance:

    • Use Intempt's Personalization Analytics to track the performance of each experience. Key metrics to monitor include:
      • Unique views: Number of users who viewed the personalized content.
      • Conversion: Number of users who completed the desired action, such as signing up or making a purchase.
      • Conversion %: Percentage of users who converted based on the total audience targeted.
      • Lift: Improvement in conversion rate compared to the control group.
  3. Adjust and optimize:

    • Based on the analytics data, adjust the experiences to improve performance. For instance, if the conversion rate for the Facebook Ads segment is low, consider refining the content or targeting criteria.