Tailor AI Β· Help Β· How-to
How do I personalize landing pages by Google Ads keyword?
From the Tailor AI team Β· Reviewed
Answer
Pass the matched Google Ads keyword into the landing page URL using a tracking parameter like utm_term={keyword}, then use that value to target tailored page variants.
Google Ads can pass the matched keyword through URL tracking parameters such as utm_term={keyword}. This is not the raw user search query, but it is often the cleanest signal for keyword-level landing page personalization.
Once the keyword or keyword group is available on the URL, Tailor can use it to show a more relevant landing page experience.
Examples:
- Β·utm_term=enterprise+ab+testing β emphasize enterprise experimentation, governance, and integrations.
- Β·utm_term=landing+page+personalization β emphasize message match and fast page tailoring.
- Β·utm_term=google+optimize+replacement β emphasize experimentation workflow and migration from legacy testing tools.
Steps
- Group related keywords into a small number of intent clusters. Do not create a unique variant for every keyword unless you have enough volume.
Caveats
utm_term={keyword} passes the matched keyword, not the raw search query. If you need search-term-level analysis, use your Google Ads reporting.
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