Dynamic landing pages are landing pages that show different messaging to different users based on certain characteristics of their behavior. For example, one type of dynamic landing page makes use of dynamic keyword insertion to increase the relevance of the page's copy depending on the user's search query.
To illustrate this concept in a little more detail: A dynamic landing page might adjust the headline depending on what keyword the visitor used to find that page. If the person searched using the term "strapless wedding dresses," the headline on the landing page might become "Search for strapless wedding dresses." However, if someone lands on the page after searching for "sleeveless wedding dresses," the headline they would see would read "Search for sleeveless wedding dresses."
Dynamic landing pages are a form of personalization that can increase conversion rates by speaking more directly to each individual's specific needs.
Dynamic landing pages can also change based on factors like whether or not the visitor is already a customer. Take a look at the two landing pages below.
The version on the left is shown to new visitors who haven't made a purchase yet. The main call to action is a phone number.
The second landing page is only shown to people who have already bought something. Instead of a phone number, these visitors see a link to a customer support center.
Using dynamic landing pages for PPC
Dynamic landing pages are worth testing in your paid search campaigns to see if they increase your conversion rates. Generally, the more PPC landing pages you have, the better your results will be. That's because more specific landing pages, created for each individual offer or campaign, are more likely to resonate with your visitor and deliver what they're looking for.
If your landing page software doesn't support dynamic landing pages, there's a simple workaround. Simply clone a successful landing page you've already built, then adjust the headline and copy to make it as relevant as possible to the ad group it belongs to.
However, this technique will only work if your ad groups are quite small and only include very closely related keywords. Luckily, this is a recommended best practice for PPC anyway, since small, tightly related keyword groups can help improve your Quality Score.
To learn more about landing page best practices, check out our library of free landing page guides.