A smartlink is a single URL that sits between your ad and your landing pages. Instead of taking every visitor to one fixed page, a smartlink evaluates each visitor in real time and routes them to the landing page most likely to convert them — based on their keyword, location, device, and behavior patterns.
The idea is simple: not every visitor is the same, and the best landing page for one visitor may be the worst for another. A smartlink uses data to make that decision automatically.
Most PPC campaigns send all traffic to a single destination URL. Even when advertisers build multiple landing pages, they typically assign them manually by campaign or ad group — which misses the interaction between dozens of visitor parameters.
For example, a visitor searching "emergency plumber" on a mobile phone at 11pm in a big city is a completely different conversion opportunity than someone searching "plumbing services cost" on desktop on a Tuesday afternoon. They need to see different landing pages. Manually routing for every combination is impossible.
In under 10 milliseconds, the smartlink:
As more visitors convert, the AI accumulates data and makes better decisions. The system improves continuously without any manual intervention.
The SortExpress smartlink scores landing pages based on any combination of:
The scoring considers all these parameters in combination, not in isolation. A keyword that converts well on desktop may perform poorly on mobile — the AI learns these interactions automatically.
Manual rules (e.g., "show page B to mobile users") are static and only capture one dimension at a time. You'd need thousands of rules to cover every combination of parameters.
A/B testing finds a single winner for the average visitor, then stops optimizing. See our full comparison of A/B testing vs AI routing.
A smartlink routes dynamically for every visitor profile simultaneously, improves continuously, and requires zero ongoing maintenance once set up.
Smartlinks are used by:
With SortExpress, setup takes about 10 minutes:
That's it. SortExpress handles the routing, data collection, and scoring automatically. You can watch the decisions happening in real time in your dashboard.
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