Integrating Unbounce landing pages with AdWords

This wiki will look at integrating AdWords and Unbounce.

Step one: Naming convention for dynamic text in Unbounce

Inserting a AdWords ad headline and two description lines is recommended as it connects the content of the ad they clicked on, directly to the landing page content. To keep this process the same across projects, follow this naming convention:

  • For the dynamic text that captures the ads headline, name it "Headline".
  • For the dynamic text that captures the ads first description line, name it "Line1".
  • For the dynamic text that captures the ads second description line, name it "Line2".

Step two: Creating hidden fields in Unbounce

In the form on your landing page, the fields need to be updated to capture the data from the AdWords ad (headline, description lines and keyword). If you follow step three, then this data is sent via email when leads are generated and also captured in the CRM if they are integrated with Unbounce, providing valuable insight to direct future conversations.

  • Double click on the form, and then click 'Hidden Field' to add new fields to capture this data - they should be hidden so page viewers don't see it on the form.
  • Add the 3 dynamic texts you have made above - in the field name and ID ensure you use the exact same name as the dynamic text names created.
  • Add "Keyword" as a hidden field
  • Add "Variant" as a hidden field

Step three: Creating a destination URL for AdWords ads

By using AdWords and Unbounce language, you can create one URL that updates all your AdWords ads landing pages - thanks to the dynamic text you set up earlier. For Unbounce landing pages, use this structure:

Note: This example assumes you have used the above naming convention, if you haven't then substitute "Headline", "Line1" and "Line2" with the names you have used for your dynamic text - this can be the case if you have used specific names to allow CRM integration.

Step four: Making bulk edits to your destination URL in AdWords

If you have a number of ads running, it takes too much time to change each URL individually. To make the process effiecient - use Google AdWords Editor.

  • Google AdWords Editor is a program that allows you to easily and quickly update your AdWords campaigns. Download it from here:
  • Sign in with you account and download the campaign you want to edit.
  • Before you change any URLs, the settings need to be changed so that when you edit an ad you don't lost the previous ads data.
    • Click on settings
    • Click on the 'General' tab
    • Scroll to the import section
    • Change the option for 'When importing ads with different URLs' to: "Create new ad if Display URL or Destination URL is different".
    • Ensure the option for 'When importing sitelinks with different Destination URLs' is: "Change existing URLs to new URLs (default)".
  • Select the campaign to pick up all ads in all ad group (check that's what you want, if not deselect certain ad groups).
  • Select all ads
  • Do a search and replace (ctrl+h) to replace the old destination URL to the new destination URL.
    • In the 'Find' box enter '[destinationURL] as this replaces every destination URL.
    • In the 'Replace' box enter the URL from above:[headline]&Line1=[description1]&Line2=[description2]&Keyword={keyword}
    • All URLs are appearing as if they have errors - for each ad put your curser in the new destinationURL and hit enter - if you find a better solution please update this wiki.
  • You will need to make sure that when this populates across that brackets around the keyword remain {}, use the same search function and replace %7B with { and %7D with }, otherwise the keyword will not push through to other platforms.
  • Now click the 'Post' button at the top of the screen. This converts the changes you have made in the AdWords Editor to the actual AdWords account.
  • You will now have new distination URLs.
  • To see the data from the previous ads, in the 'Ads' section on AdWords, ensure the 'All ads' option is showing. The previous ads will have the status of 'Removed' - and you can still see their data, which is essential for analysis.