Keyword theme
utm_term contains invoice
Someone searching for invoice software sees a headline about invoices, a customer story from an AP team, and a form that asks how many invoices they process.
A dynamic text replacement alternative
Dynamic text replacement changes a word. Your ad promised a whole page.
Keyword insertion puts the keyword in your headline, and everything under it is still the generic page. We change the headline, proof, image, form, and CTA on the landing page you already have, using versions you wrote.
Every version is copy you approved. Anyone without a match sees your original page.
Schedule payments, track due dates, and stop paying late fees.
New proof and a new form
See vendor payments
Work emailVendors you pay monthlyBook my demo
Illustrative example. Visitors who don’t match a rule see your original page.
Key takeaways
- Dynamic text replacement copies a value from the URL into one spot on the page, usually the headline.
- Google’s keyword insertion shows the keyword from your ad group, which isn’t always what the person searched for.
- We match the same URL values, then swap in whole sections you wrote instead of raw URL text.
- It works on the page builder or CMS you already use, with your original page as the fallback.
A matching headline on top of a generic page isn’t message match.
Someone searches for invoice software, and the headline says invoice software. Good start. But the customer story is still about expense reports, the form asks the same generic questions, and the CTA doesn’t know what they came for.
And because the text comes straight from the URL, you’re one odd keyword or missing default away from a headline nobody wrote.
“RightMessage has made it possible to personalize our website content based on who's actually visiting … without building separate landing pages manually for each audience. … It integrates cleanly with our existing site without needing a major rebuild, and performance has been fast, with personalized content loading without noticeable delay for visitors.”
Muhammed A.Technical Project Manager, G2 reviewer
How it works
How it works, and how it’s different.
Both read the URL. Dynamic text replacement pastes the value onto the page. We use the value to pick a version you wrote.
- 01
Keep your tracking
If you already pass a keyword or campaign into the URL for dynamic text replacement, we can match on the same parameter.
- 02
Write a version for each audience
Change the headline, supporting copy, image, testimonial, form, or a whole section, so the page makes the case the ad started.
- 03
Keep the fallback
Anyone with a missing or unexpected value sees your original page, not a blank or a default phrase.
Final URL
https://ledgerly.com/demo?utm_campaign=invoice-automation&utm_term={keyword}Source: Google Ads Help: About keyword insertion for your ad text · Unbounce: Working with Dynamic Text Replacement · Instapage: Plans and pricing
Dynamic text replacement vs. a matched landing page.
Dynamic text replacementRightMessage
What changesDynamic text replacement: One word or phrase, usually in the headlineRightMessage: Headline, copy, images, proof, form, CTA, and whole sections
Where the copy comes fromDynamic text replacement: Text pasted from the URL into the pageRightMessage: Versions you wrote and approved for each audience
When the parameter is missingDynamic text replacement: Default textRightMessage: The complete original page
What you can measureDynamic text replacement: Whatever your page builder reportsRightMessage: A holdback against the original page on Scale, and A/B tests inside each audience on Pro
Three dynamic landing page examples.
Competitor campaign
utm_campaign = competitor
Someone comparing you with a competitor sees switching proof, a migration promise, and a form that asks which tool they use today.
Retargeting click
utm_content = retargeting
Someone who has already read the overview skips the introduction and goes straight to a walkthrough, a trial, or pricing.
Illustrative examples. You write every version.
Measure it
Find out whether the matched page converts better.
On Scale, a campaign holdback keeps a share of each campaign’s visitors on your original page. Compare the conversion goal you care about for visitors from the same campaign.
On Pro, you can also A/B test versions inside each audience. We check results every week and tell you in plain English when a version wins. On smaller campaigns that can take months.
See how A/B testing worksReady for more than a matching headline?
Pick the keyword theme where the page says the least about what the ad promised. Match it first, and compare it with the original.
Want us to build it? See the done-for-you PPC landing page setup.
Common questions
Dynamic text replacement questions.
What is dynamic text replacement?+
It’s a landing page feature that copies a value from the URL, usually a keyword, into your page text. Unbounce and Instapage both offer it, and Unbounce’s docs pair it with Google’s keyword insertion in the ad.
Does RightMessage paste the keyword into my page?+
No. We match the value in the URL to audience rules you set up, then show the version you wrote for that audience. Visitors see copy you approved, not a search term pasted into your headline.
Can I keep using Unbounce or Instapage?+
Yes. RightMessage works on top of Unbounce and Instapage pages, as well as WordPress, Webflow, and other builders. Keep building pages where you do today, and use RightMessage to change them for each ad.
Does keyword insertion show what someone searched for?+
No. Google’s keyword insertion shows the keyword from your ad group that triggered the ad, which isn’t always the person’s search.
What happens if someone arrives without a parameter?+
They see the original page you already have. A missing value, or one you haven’t set up a rule for, won’t leave anyone looking at a half-finished version.
Which plan do I need?+
Website personalization campaigns, conversion goals, and the holdback that compares the matched page with your original start on Scale: $249/mo, or $199/mo billed annually. Pro adds A/B tests of versions inside each audience: $499/mo, or $399/mo billed annually. Every plan is priced per project, with no per-visitor fees.