# Search term-based personalization

Leverage the search term to tailor your content.

Optimizing paid search campaigns is not easy. You have to ensure consistency everywhere: on the ad title, image, and landing page.

By tracking user interactions with your ads and using UTM parameters, you can tailor your website content to match the specific search terms they used, creating a seamless experience that boosts engagement and conversions.

![Search terms](/assets/immersion/playbooks/search.png)

## Prerequisites

Before you start, make sure you have:

- A [Croct account](https://app.croct.com/signup) with a workspace and application set up.
- Configured your campaign URLs to include the `utm_term` parameter.
- Integrated a [slot](/immersion/tutorials/get-started/content-management) into your project.

If you have not done any of these, follow the instructions on the provided links and come back here once the setup is done.

> **Use a template**
>
> You can use the CLI to run a template instead of manually configuring this on the interface. Croct provides templates for [SaaS](https://croct.com/templates/use-case/saas/search-campaign) and [e-commerce](https://croct.com/templates/use-case/e-commerce/search-campaign).

## Step by step

Follow this to configure your experience:

1. **Create an experience**

   Open the [experiences page](https://app.croct.com/redirect/organizations/-organization-/workspaces/-workspace-/experiences) in the admin app and click **New experience** to create an experience.

2. **Define an audience**

   In the **Audience** tab, click **New audience** and define a criteria.

   You can identify the search term by using these criteria:

   ```cql
   campaign's source is "google"
   and campaign's term matches "something"
   ```

   Besides the current search term, you can also include past search campaign engagement to reach returning visitors:

   ```diff
   campaign's source is "google"
   and campaign's term matches "something"
   +or user has viewed campaign with term like "something" in the last week
   ```

3. **Select the slot**

   Click the **Slot** tab and select the ones you want to personalize.

   You can select multiple slots across the website to maintain consistent communication. Some popular choices are the hero section, product cards, and subscription plan cards.

4. **Define the personalized content**

   Click the **Content** tab to specify which content should be shown to those users in the selected slots.

   Be creative, and do not forget to match the offer you have shown users on your ads.

5. **Preview and publish**

   Publish your experience or click **Preview** to see the magic happen.

## Explore

- [Audiences](/explanation/audience/popular-audiences): Learn how to create audiences based on the user's attributes.
- [Experiences](/explanation/experience/introduction): Discover what an experience is and how it works.