Why Dynamic Text Replacement Is Not Enough Personalization

Why Dynamic Text Replacement Is Not Enough Personalization

For advertisers, dynamic text replacement is a tempting feature to use. When personalization translates to higher ROAS, and brands target so many customer segments, the ability to insert relevant audience data across campaigns is powerful. But for today’s audiences, is it enough? 

What is dynamic text replacement? 

Dynamic text replacement is a feature offered by ad networks like Google and Bing. It allows advertisers to dynamically insert keywords into their ads and landing pages, based on the audience, to make them more relevant. This is done automatically by the ad network with parameters set up by the advertiser. 

When to use dynamic text replacement

Dynamic text replacement can be useful but in a limited capacity. Google offers an example: 

You’re advertising a chocolate shop. You could use a keyword insertion code in your ad headline: 

Headline: Buy {KeyWord:Chocolate}

Google Ads will try to replace this code with one of your keywords in your ad group (“dark chocolate,” “sugar free chocolate,” “gourmet chocolate truffles”), but when it can’t, it’ll use the word “Chocolate.” 

Note that the person’s search term isn’t always the same as the keyword.

dynamic text replacement chocolate example

In the above example, people looking for a dark chocolate bar, sugar free chocolate, and gourmet chocolate truffles are all shopping broadly for chocolate. Dynamic keyword insertion can draw a variety of searchers to your landing pages that may not otherwise arrive. 

However, just because these people are searching for chocolate doesn’t mean they are searching for the same reason. Someone searching “sugar free chocolate” is more health-conscious than your average “dark chocolate bar” searcher. And it’s possible that someone searching “gourmet chocolate truffles” is shopping for a gift. This is why dynamic text replacement is only useful for audiences with the same intent. 

You can substitute “dark chocolate” and “assorted dark chocolates” or “dark chocolate truffles” and probably satisfy all these searches with the same content. But for others, that’s not the case. 

Broadly, dynamic text replacement can help you match the message of your ad and landing page, but it can’t provide meaningful personalization. 

Why dynamic text replacement is not personalization 

Dynamic text is used to boost relevance from ad to landing page. But, often in place of meaningful segmentation. Many advertisers assume that if a page references basic audience data like job title and location, that page is sufficiently personalized.

But this is the reason so many advertisers struggle with personalization. Dynamically inserting basic audience data doesn’t provide meaningful personalization. It makes the ad campaign slightly more relevant, but what good is this relevance if the ad’s actual content is not personalized to the visitor? 

Example

If you were shown an ad that mentioned your location and job title, but the ad itself was for a product irrelevant to you, would it make you more likely to click the ad? 

No. The same is true for dynamically inserting a keyword into a search ad. 

If you’re advertising a CRM platform, for instance, you may set the ad to appear for queries related to the platform’s features. You might substitute “CRM platform” for “lead scoring software” or “customer chat software.” You might also include the audience it’s intended for, say, “enterprise CRM software.”  

But even though dynamic text replacement will put these terms in the headline of your search ad and landing page when someone searches them, it does not meaningfully personalize the rest of the page. 

These three terms will all lead to the same ad and landing page with a different headline. But the three people searching each of these terms are looking for something very different. Their intent is not the same. 

Create a narrative

When someone arrives on a CRM landing page from an ad with “customer chat software” in the headline, they won’t see a narrative that speaks to their pain points about slow and inefficient customer service solutions like phone and email. 

The same goes for the person searching “lead scoring software.” They want to know specifically about how they can use the software to score leads. If the page is a generic catch-all about CRM software that features a different title, it’s not going to satisfy the searcher’s intent. 

How Postclick enables more meaningful personalization

For personalization to be effective, it has to be meaningful to the user. It has to satisfy the intent and form a relevant narrative. That means the actual campaign’s substance has to be personalized–not just basic data like name, job title, and location. 

But segments across campaigns can number in the hundreds and even thousands. Without automation, it’s impossible to create a relevant narrative and satisfy every audience segment’s intent. 

Technology from Postclick meets this challenge. With automated content management, the Postclick team can create content blocks that suit the searcher’s narrative and insert those content blocks into thousands of pages at once. More than just headline, keyword, location, and job title include copy and media created to satisfy user intent: 

postclick-personalization-dynamic-text-replacement

As users consume these pages of hyper-personalized content, Postclick’s automation will develop each visitor’s profile to ensure that the user experience is cohesive throughout each campaign:

postclick-personalization-profile-fabletics-example-title-postclick

Furthermore, these profiles will develop over time through machine learning technology. Postclick will learn more about each visitor–the content they prefer, layout, form design, etc. The platform will automatically adjust content and layout to create a page structure most likely to result in a conversion. 

Though it’s a complex process, it never seems that way to users. Postclick personalization is server-side. That translates to quick-loading content that meets 1:1 personalization across all campaigns.

Get a complimentary conversion analysis 

At Postclick, we would like to offer you a complimentary analysis of your ad campaigns. We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities to increase your ROAS. Request your analysis here.

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