One valuable piece of information you can capture in your landing page is the keyword the user searched for. Using the strategy of having one keyword per ad group should already tell you what the consumer was looking for. But, if you use phrase or exact match, you may not have the complete search term. This information is valuable, since it will tell you what term consumers use to find you ad. You'll discover what niche is bring consumers to your website. You can then use this to target other similar keywords. Plus you can alter your landing page for the search term.
The technique uses Adwords dynamic keyword insertion. You may already know that the campaign creator at adwords-marketing-tool.com has it's own method of keyword insertion. The dynamic keyword insertion built into Adwords works a little differently. Adwords assumes you have more than one keyword per ad group, and therefore can't insert one keyword out of many into the ad. Instead, Adwords uses the search term for it's dynamic keyword insertion.
That means you whenever you use the {keyword} in your ad, Adwords will replace it with the search term. Using it can tell you exactly what search term the consumer used.
You simply use this in the url for your landing page, in the form a querystring parameter. A querystring parameter is a piece of information you can pass to a page. It's part of the url, but doesn't affect the path or page name. The querystring is key value pairs. You will need server side scripting, like PHP or ASP.NET to take advantage of the technique.
For example, perhaps your landing page is domain.com/myPage.aspx. You can add the querystring like domain.com/myPage.aspx?search={keyword}. When Adwords displays your ad, it will replace the token with the search term and it will now be a parameter passed to your page. The following code in ASP.NET can parse the data from the querystring.
<![CDATA[<script language="C#" runat="server">]]>
<![CDATA[public string _searchTerm = string.Empty;]]>
<![CDATA[if (Request.QueryString["search"] != null)]]>
<![CDATA[{]]>
<![CDATA[_searchTerm = Request.QueryString["search"].ToString();]]>
<![CDATA[}]]>
<![CDATA[</script>]]>
<![CDATA[<html>]]>
<![CDATA[<body>]]>
<![CDATA[The search term is <%= _searchTerm %>.]]>
<![CDATA[</body>]]>
<![CDATA[</html>]]>
You take the search term and add it to a database so you have a record of every search term used to reach your website. You will learn exactly what consumers are looking for when they come to your website.
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