Pay-per-click (PPC) advertising often focuses too much on the click.
It sounds crazy. The industry is named after clicks, after all, but what happens after a user comes to your landing page is even more critical.
That’s why the direct integration between AdWords and Google Optimize has me so excited. Landing page optimization is now way more comfortable to do, which means that we can do so much more with all of those clicks that we’re paying for.
There’s a lot to get excited about when it comes to Google Optimize: It’s easy to set up experiments, and it’s even easier to create different versions of your site (no coding required). You can choose the winners of your tests with Google Analytics metrics and goals.
But as an AdWords guy at heart, I’m particularly excited about this integration: We can now directly tie our experiments to AdWords setups, from accounts all the way down to keywords.
Setting up Optimize and AdWords
Before we get into some of the ways to test AdWords with Optimize, I figure it makes sense to talk about how to set up an experiment.