Create campaign page variations

Generate audience-specific versions of your campaign page to match each visitor's context.

A generic landing page speaks to everyone and no one. Personalization lets you show different versions of your page to different audiences, so each visitor sees copy that speaks directly to them. Each version, called a page variation, keeps your page's design and structure while adjusting key content like the hero heading to match what that audience cares about.

How page variations work

A page variation is a personalized copy of your campaign's page template, built for one audience, account, or keyword. Variations share the same structure and layout as the page template but can have different text and images in key spots, like the hero heading and body text.

Campaigns pulls audiences directly from your campaign brief, so if your brief defines audience segments, those segments are ready to generate into variations without any extra setup. After you generate variations, each one starts out unpublished so you can review and edit it before it goes live. You can also add new page variations by describing your audience or entering your content manually.

Generate page variations from your brief

If your brief includes audience segments, Campaigns queues them up automatically in the Page panel. You're always welcome to create your own variations too.

To generate page variations from your brief:

1. Go to the Page panel
2. Review the audiences Campaigns listed
3. Click the Generate variation icon (+) next to an audience, or click Generate all to generate variations for every audience

Add a new page variation

Whether your brief didn't originally include audience segments or you want to add more variations, you can personalize your page template by creating variations manually.

To add a new page variation:

1. Go to the Page panel
2. Click the Generate variation icon (+) at the top
3. Give the variation a name (for example, describe the audience)
4. In the Summary field, describe the target audience to Campaigns
5. Edit the hero content fields to match this audience
6. Click Create

Personalize variation content

You can personalize the text and images on a page variation in two places: directly on the canvas, or in the page content table. Personalized content only appears on that variation, and anything you don't personalize comes from the page template.

Personalize content on the canvas

To personalize an element on the canvas:

1. Choose a page variation from the page switcher dropdown
2. Select a text element or an image on the canvas
3. Click Personalize text (or the personalize option for images) to make the element personalized
4. Click the edit icon for a personalized element to edit the contents

You can also select a personalized element, then click the purple content field in the right panel to open a popup that lets you edit the variation's personalized text.

Personalize content in the table

The page content table lists every page variation in one place, with a column for each personalized element. You can edit content here without switching between variations on the canvas.

To edit content in the table:

1. Go to the Page panel
2. Click the See all variation content icon at the top-right of the panel
3. Click a field in the variation's row, then type in your text

From the table, you can also:

• Generate content — click the Generate content icon next to a field to have Campaigns write the text for you
• Add a personalized element — click the Add a personalized element icon (+), then select the element on the canvas you want to personalize
• Update multiple variations — click Select, choose one or more page variations, then click Update items to publish, unpublish, archive, unarchive, or delete them. Note that a published page variation has to be unpublished before you can take certain actions on it (i.e., delete).

Publish page variations

Publishing your campaign's page template doesn't automatically publish its page variations. Each variation has its own publish status, so you'll need to publish them separately or all at once.

To publish page variations:

1. Go to the Page panel
2. Click the See all variation content icon at the top-right of the panel
3. Click Select and choose the variations you want to publish
4. Click Update items > Publish
5. If you haven't yet, click Publish at the top, choose a publish destination, then click Publish page template to make the page template go live

To publish every variation at once, click Publish all > Publish all variants instead.