How to Target Optins to Your Pay Per Click Campaigns

If you’re using a Pay-Per-Click campaign like Adwords or Facebook Ads to drive traffic to your site, you can display unique optins based on the specific ad which referred the reader. This is one of the most powerful ways to use OptinMonster to present targeted offers to your users.

To do this, use a link with UTM parameters as the click event in your ad, rather than a simple URL.

Then, in your optin’s Display Rules, you can target the parameters of that link using the Parameters Display Rule.

What is a UTM code?

A UTM parameter is a small snippet of code added to your URL which allows you to track information about the source, medium and campaign of the link. The simplest way to create a UTM link is to use Google’s Campaign URL Builder.

The parameters you can add to a link are:

Campaign Source

utm_source

Required.

Use utm_source to identify a search engine, newsletter name, or other source.

Example: google

Campaign Medium

utm_medium

Use utm_medium to identify a medium such as email or cost-per- click.

Example: cpc

Campaign Name

utm_campaign

Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.

Example: utm_campaign=spring_sale

Campaign Term

utm_term

Used for paid search. Use utm_term to note the keywords for this ad.

Example: running+shoes

Campaign Content

utm_content

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.

Examples: logolink or textlink

Examples of Targeting UTM Links In OptinMonster

If we wanted to track an Adwords campaign that was a leaderboard ad for our fall sale, the URL we would use in our campaign might look like this:

http://yourdomain.com/?utm_source=adwords&utm_medium=leaderboard&utm_campaign=fall_sale

In this case, the URL has three query argument keys, and three matching query argument values:

Key: utm_source Value: adwords

Key: utm_medium Value: leaderboard

Key: utm_campaign Value: fall_sale

You can target any of these query argument keys and query argument values in your optin.

For example, if you only wanted to display an optin for those referred by a UTM link from your Adwords campaign (as opposed to one from your Facebook campaign), you could target the query argument key utm_source and the query argument value adwords:

optinmonster_adwords

You can target any of the parameters, not only the utm_source.

For example, if you wanted to show optins only to visitors who were referred from your Adwords campaign for your fall sale (as opposed to those referred from an Adwords campaign for free shipping), you can use the utm_campaign parameter instead.

Target utm_campaigns with OptinMonster

 

The examples above use the condition “exactly matches.” You also have the following options:

  • does not exactly match
  • contains
  • does not contain
  • starts with
  • ends with
  • is anything
  • matches the pattern

These conditions allows you very fine grain control over what optins are displayed in response to your specific PPC campaigns.

If you have any other questions, please feel free to ask. We’re always happy to help!