PPC Landing pages and dynamic content

[jacob_c]

I've been looking into further refining some Adwords campaigns that we run. We use phrase matching only, which allows for prefix or suffix words appearing in various positions. What's the general opinion on changing content depending on the presence of some of these extra words?

It's difficult to run separate ad groups for these other words, as we can't be sure of the precise order of words for the longer phrases, though they all do include the central phrase we're looking for. Also, we have no interest in running any broad match ads.

An example is the word 'UK'. This is clearly an attempt to filter out non-uk sellers, and appears in 10% of the phrases that reach our landing pages. We were thinking of changing the text of the landing page to push the UK aspect of the business just for these 10%, and doing something similar for other words.

Is this sort of manipulation common, or are we going a little too far? And does Google have any rules that might affect this?

[alanc]

Yes, this is a good idea. No, Google doesn't have any rules against it. As a general rule, your advert should match what the user has searched on and land them on a corresponding page. This is particularly important for product-specific ads.

[directmarketingadvice]

Do you know you can set different landing pages for different keywords within an ad group?

e.g. if you had 10 keywords in an ad group, 5 of them could go to one page, 3 to another, 1 to another and the final one to yet another.

Steve

[jacob_c]

Do you know you can set different landing pages for different keywords within an ad group?

e.g. if you had 10 keywords in an ad group, 5 of them could go to one page, 3 to another, 1 to another and the final one to yet another.

Steve

I know we can do that. The problem is the extra words, like 'uk', appear in different places alongside the key phrase, so we could never come up with all the vaiations.

Examples:

"key phrase" in the uk
"key phrase" for uk buyers
uk "key phrase"
uk seller of "key phrase"

We have good landing pages for the key phrase itself, but would like to refine it a little when we come across the extra word, regardless of where it might be. It's a pity Adwords doesn't allow for real string matching, along the lines of "this phrase" + that word.

[directmarketingadvice]

I still don't really get what you're trying to do.

If you want everyone to see particular copy if the search term had "UK" in it and you're using phrase match, then why not just have two ad groups and have "UK" as a negative keyword in one of them?

Steve