Match your landing page to the ad or site that sent them
When the page says what the ad or the referring site promised, more visitors stay. Change the headline for each campaign or traffic source.
When a visitor clicks an ad about a summer sale and lands on a page that doesn't mention it, they have to work out whether they're in the right place, and many don't bother. The fix is to make the page repeat the ad's promise. The same goes for visitors from a review site, a newsletter or a partner: each arrives with a different question. A rule per campaign or source can change the first line each of them reads, while everyone else sees your page as usual.
How the campaign gets to your page
Ad platforms let you add tags to the link an ad opens. The common ones are UTM parameters:
https://yoursite.com/?utm_source=facebook&utm_medium=paid&utm_campaign=summer-sale
utm_campaign names the campaign. GeoEngage reads it when the visit starts and remembers it for the whole visit, so a visitor who clicks on to another page is still recognised as coming from that ad.
Plan the message for each campaign
Before you build anything, write down what each ad promises and what its landing page should say first:
| Campaign | The ad says | The page's headline says |
|---|
summer-sale | Summer sale on outdoor gear | The summer sale is on: your picks are below |
new-customers | 10% off your first order | Your 10% welcome discount is waiting at checkout |
free-trial | Try it free for 14 days | Start your 14-day free trial |
Keep the promise the same in both places, word for word where you can. The examples above are sample copy: write your own from your real ads.
Build one rule per campaign
- Create a rule. Under When visitor matches, add Session Campaign equals
summer-sale.
- Under Then perform this action, choose Replace Text, use Pick an element on your site to click your headline, and type the new one.
- Choose Save & Publish.
Session Campaign or URL Parameter? Both read the link, but URL Parameter only sees the tag on the page that has it, so the headline would change back on the next page. Session Campaign keeps the campaign for the whole visit (Traffic conditions).
Try this rule in the GeoEngage rule builder, no account needed.
To change more than the headline, add more rules for the same campaign: Swap Image for the hero picture, or Insert HTML for a line under the button (Actions).
Not from an ad? Match the site that sent them
Visitors who didn't click an ad still tell you where they came from. These conditions last for the whole visit too:
| Condition | What it is | Example value |
|---|
| Referrer URL | The site the visit came from | contains g2.com |
| Session Source | utm_source if the link had one, else the referring site, else direct | newsletter |
| Landing Page | The page the visit started on | /pricing |
A software company's homepage might greet each source like this:
| Visitors from | What they want to know | A headline that answers it |
|---|
| Review and comparison sites | How you're different | Comparing tools? Here is how we are different |
| Your newsletter | What's new | New this month: the feature you asked for |
| Partner or integration pages | That it works with what they use | Works with the tools you already use |
These are examples too. Change only what each audience needs, usually the headline and the line under it, and keep the rest of the page the same.
Many visits arrive with no referrer at all: from apps, bookmarks, typed addresses and some email clients. They count as direct. Keep your default headline strong, because it's what most of these visitors read.
Name campaigns so rules keep working
- One name per campaign, everywhere. Comparisons ignore case, so
Summer-Sale and summer-sale match, but summer_sale doesn't.
- No personal data in links. A campaign name describes the campaign, never a person.
- Check the ad's final link. Some ad tools add their own tracking and drop yours. Click your live ad once and look at the address bar.
Check that it helped
Turn on A/B Testing for the rule, with one version against nothing: some visitors from the campaign see the matched headline, the rest see your usual page (A/B tests).
You can also save a segment for each campaign or source and compare how it converts against everyone else. It shows which audience to work on first. A segment tells you where to look; the A/B test tells you whether the headline caused the difference.
Common questions
GeoEngage reads utm_campaign, or utm_id when there's no campaign name. If your ads only carry the platform's own click ID, add UTM tags to the ads' final links as well.
What happens on the visitor's next visit?
A new visit without a campaign tag has no campaign, so it gets your usual page. That's usually right: they've already seen the offer.
Does Google see the new headline?
Google's crawler arrives without a referrer or a campaign, so it sees your default page. Keep the words you want to rank for in the page itself.
Can I use this without paid ads?
Yes. Add the same tags to links in your newsletter, social posts or partner sites, and each gets its own first line.