Tools such as Unbounce and LeadPages are great for quickly building landing pages that convert. Recently I’ve been doing a lot of work with Unbounce and wanted to share some tips that could help your campaigns.
Landing pages can be used in combination with all sorts of traffic channels, including email, organic, social media and paid. AdWords in particular is useful for generating high volumes of traffic around keywords related to your niche.
It’s key when using AdWords that you quickly establish your top performing keywords. To do anything else is to potentially throw money down drain (or put it in Google’s bank account). So when generating leads, wouldn’t it be great if you could tie the particular enquiry back to keyword that generated the clickthrough?
Well you can!
There are three steps to this process.
1) The first is to upgrade your AdWords ads URLs (if you haven’t already) from destination URLs to Final URLs. This facilitates us to utilise an AdWords feature called Tracking Templates.
2) Next we want to add value track parameters to our campaign’s’ tracking template. Value track parameters basically allow you to pass information from the Google search page through to the landing page in the form of URL parameters. In this instance we’ll be passing the keyword, match type, ad position and device through.
To add the tracking template, go to your campaign’s Settings and scroll down to ‘Campaign URL options (advanced)’:
You can play about with which value track parameters you use in the tracking template. But for this post we’ll use the following code:
Save it at the campaign level, and then we move on to Unbounce.
3) Now that the ads are passing the value track parameters through to the Unbounce landing page, we need a way to capture them. Fortunately this is very simple.
We simply add hidden fields to the Unbounce form that have the same name as you provided the value track parameters. In the above code I used the same names for both the variables and the values. So for clarity, the values are the words wrapped in braces, so the variables (which you can alter) are the words before them.
These are the ones we’ll be adding as hidden fields.
Save your form, and then you’re ready to start receiving the extra keyword data.
It will both be saved to Unbounce’s database (for download as spreadsheet) and included in your notification emails. The emails will look similar to the below:
This starts to become really powerful. Now that we can link up leads to the keywords that generated them, we can better optimise our campaigns. That means switching off bids on the keywords that generate junk leads, and doubling down on the ones that produce good leads.
The next step in this process, is to have a way of easily accessing this lead data and then rating it.
Read part 2 on How to link Unbounce data to Google Sheets using Zapier.