Search Query Level Landing Page (Search Query insertion)
There are creative level (ad copy level) destination URLs which are used in most cases especially by new advertisers. More advanced users will normally use keyword level destination URLs. And to be honest if account structure is tight and nice then above mentioned destination URLs are good enough. But is account structure tight and nice every time? Umm well to my experience Nope!!!
So if your account structure is not that great then how would you make sure that users land on page which is relevant to their search queries? This article will demonstrate the way to do this.
- Extremely relevant landing pages to search query which is intent of user
- Lower bounce rates
- Higher conversion rates
- This is typically meant for larger websites with loads of content
- This also requires a robust internal site search on the landing website
- This is purely Garbage in Garbage out (GIGO) method, so if your search queries are garbage the landing page is going to be garbage as well
- The destination URL report will be quite useless if you use this technique (but there is a workaround for that)
Now that Nik has joined a new job in an different city Jim really doesn’t get to meet him but they still keep in touch over phones and chat. One day while Nik is solving a complicated ticket he gets a ping from Jim “Hey mate need your help”. Nik responds “Sure just post your problem I will look at it after a while when I get time”
Jim describes his problem as follows:
I have a client who sells cell phones and accessories online and although it needs some restructuring client is not ready for restructuring at the moment but wants to increase his conversions. I have found out the problem is users landing on relevant landing pages to their search queries because one keyword is triggering on different type of queries.
For example search queries “Google nexus” and “Google nexus cover” are getting triggered from same keyword “Google nexus” so there is no use of using keyword level destination URLs. Let me know if you have some workaround to this problem.
When Nik gets time he ponders over this problem and after a lot of head scratching comes up with logic of search query level landing pages.
Nik writes a mail with solution to problem.
You can theoretically have search query level landing pages with a bit of custom coding.
You will need to host a page on yourdomain.com, which will be something like
This will be destination URL (creative level or keyword level) for all your product keywords, make sure you don’t do this for brand or competitor keywords
The source code of redirect.php will be as below
parse_str(parse_url($_SERVER['HTTP_REFERER'], PHP_URL_QUERY), $queries);
$sqr = $queries['q'];
header ('HTTP/1.1 301 Moved Permanently');
The above code is written considering that the client website had internal search results page URL as http://clientwebsite.com?q=searchquery.
While you use it on your clients you might have to change that logic.
Here is logic behind this code.
- There is a Google redirection page between Google search results page and destination URL
- This redirection page will have a query string q=search query
- The above code will read this search query and then 301 redirect user to search result page for that search query using internal site search
Digital Marketing / Web &amp; App Analytics expert with experience ranging from small businesses to very large portals. Across varied verticals like banking, travel, ecommerce, insurance. Google Adwords top contributor since 2013 and currently working with a leading Indian ecommerce portal. Aspiring writer, wants to be lighter!
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