With the advent of free, effective, and user-friendly testing tools such as Google Optimize it’s getting progressively easier to run quick and impactful A/B tests in order to serve up relevant experiences to users and streamline the path to conversion.
In fact, Google recently updated the integration between Optimize & AdWords to allow for more powerful testing. Leveraging a tool like Optimize with AdWords provides many opportunities for your team to test landing pages to improve your paid search performance.
Let’s dig into the new features of the Optimize and AdWords integration.
1. Connect Optimize with the new AdWords experience: You can connect Optimize to AdWords in just a few steps if you follow these instructions.
2. Link multiple AdWords accounts at once: If you have multiple AdWords accounts under a manager account, individually linking those accounts is time consuming.
Now, you can link your manager account directly to Optimize which allows you to pull all your AdWords accounts into Optimize and connect data across all your campaigns (in order to use this feature you’ll have to be using the new AdWords experience).
3. Gain more flexibility with your keywords: You can run a single experiment for multiple keywords, even if they’re across different campaigns and ad groups.
The original AdWords and Optimize integration allowed you to test landing pages based on a specific keyword, ad group, or campaign associated with an ad. However, the new features makes this integration a lot more flexible and valuable.
You can test the same landing page for users that search for “philadelphia advertising agency” in your “digital advertising” ad group and for users that search for “seer analytics” in your “analytics agency” ad group. Being able to test across campaigns and ad groups allows you to really hone in on what landing experience works best for the user’s specific search and serve up more relevant experiences accordingly.
What’s extremely valuable about this ability to cross test is that you’re not limited to a specific campaign or ad group.
In our example above, we can test different landing pages for users who are looking for a digital agency and an analytics agency to see what type of content resonates for each, whereas before your test would have been limited to targeting users who searched for EITHER “philadelphia advertising agency” OR “seer analytics”, not both.
This new addition lets you gain significantly more learnings from a single experiment, that can then be used to optimize the user experience for two user groups instead of just one. Simply put – you get way more for the same amount of effort.
For more details on these improvements, check out Google’s announcement here. If you want a look at how Spotify boosted conversions with the new integration, watch the video below: