Personalize to your PPC traffic

By identifying if a visitor came from a PPC traffic source, you can show or repress marketing messages. For example, perhaps you want to only offer organic traffic a discount code, or that you want to offer different levels of discount dependent on source

To do this, target your source variable in your URL and match the values of your paid sources e.g. if source = display, show coupon else, show nothing

You might already be personalizing your landing pages for a particular campaign, but what happens when they click to another page?

With Fresh Relevance, we’re only looking at the first URL when a customer lands on your website, so even past the landing page you can continue that campaign’s marketing messages.

To do this, target your campaign variable in your URL and match the value e.g. if campaign ID = valentines, show valentines campaign content

Depending on your setup, you might find that most of your PPC traffic lands directly on product or informational pages of your website, bypassing your homepage.

Homepages are often to focus for marketing messages, as your virtual shop window, but are you preserving that message for those bypassing this touchpoint? Are sales or promotions empashised enough on all your landing pages?

Consider using slimline banners or fixed delay popovers to deliver these all important messages to this group of people.

To do this, target your campaign variable in your URL.

For serial Google Shopping users, the journey can often be inbound to a product page, and an immediate bounce back to the SERP if it’s not quite the right product. This means they miss out on alternatives that you offer.

Try exposing a pop-over with similar products after a fixed delay, or on exit intent to showcase your relevant product range and keep customers on-site.

Preventing Cart Abandons is important regardless of traffic source, however for paid traffic the loss is even greater.

If you’re cautious about exposing this popover to all users, consider combining with the URL Rule to only expose to those originating from a PPC source.

See how to build out these popovers here: https://www.freshrelevance.com/tactic/abandonment-popover-recommendations

Visitors that land directly on product pages are more likely to bounce if there are not relevant backlinks to category pages.

Imagine, you land on a product page on a superstore’s website. You’re looking to buy a trampoline, but the one you’ve selected isn’t the right size. This superstore sells everything, so if the only link I have available is to the homepage, my path to see other trampolines is long – I’ll just bounce back to Google Shopping.

Now imagine that you have in page banners driving backlinks to category pages, or a pop-over that triggers on exit intent which entices you to that category page.

The best news is that these are beautifully easy elements to setup, but when used in a powerful, targetted and personalized way, can reduce your bounce rates.

By exposing search term in your Ad URL, you can then personalize throughout that customer’s journey. For example, if I search google for a women’s Snowboard boots, continue to recommend products based on the initial search term, rather than previous browse behavior which may sit cross category.

If you have already created your Slot Navigate to it, otherwise create your Slot:

1. On the left nav click Content | Slots
2. Click on the Website Personalization tab
3. Click Create Slot
4. Click on the Rules tab

1. Click into the Current Session category
2. Drag the First Page Visited Rule into the decision Tree on the right, this will open a new Configuration Tab

This Rule allows you to target the first page that a customer landed on by:

• Full URL
• Page path e.g. https://www.freshrelevance.com/tactic/
• Page Parameters e.g. https://www.freshrelevance.com?utm_campaign=tacticlibrary

Whilst you can use any component that you want to target, we recommend picking up variables from the Query.
For example, you will likely configure a utm_campaign variable which we can target.

1. Select the URL part to be Query
2. In of the first page visited has a add the query where we want to find the variable. For example to target those landing from PPC campaign URLs which end in ?utm_campaign=ppc, I want to target utm_campaign
3. In That is a select the type of variable you want to review – mostly you want to select String to match the text. You might alternatively want to select a number to evaluate whether it’s bigger or smaller than a threshold
4. Select the relevant opporator under that to evaluate the variable you’re picking up. We recommend using is equal to for accuracy
5. In the final box, enter the value for your parameter, in our example where targetting ppc from the end of the URL ending in ?utm_campaign=ppc,

Once your Rule is configured, use the drag and drop interface to add or re-arrange your content as required, and click Save