Can we match up our landing page copy?

All websites are a combination of HTML (text), CSS (design), and JavaScript (interaction). If you can run JavaScript on a website, you can make any changes you like programmatically. For example if you want to change the text in the title, it’s as simple as identifying which element the title is by its ID, and then make whatever changes you need to make. This is commonly used to personalise a landing page based on the ad campaign sending traffic to the page. If you can identify what campaign the user came from via the utm_campaign parameter in the URL, you can change the text based on a switch statement, so each campaign gets unique adcopy. Doing this can improve conversion rate by 20-30% which makes a big difference to overall campaign performance, as the higher the conversion rate the higher a bid you can afford per click, and the more volume and ROI you can drive.

In order to grab the utm_campaign URL parameter you can use the document location API combined with in-built URL parsing common to all major browsers, i.e. `new URL(document.location.href)`. This lets you then get the value of “utm_campaign” from the searchParams directly. Once you have that, you can feed it into a switch statement, which lets you run code conditionally based on different values of utm_campaign. In each case within the switch statement you would change the title and description of the page to some different value, stored in variables. Once the case statement has run and the relevant adcopy has been selected, you use the document querySelector to find the elements and change their text content. You should do this last part in an IF statement, so you’re not making a change if there are no utm_campaigns.