How To Use Google Optimize to Boost Conversions

Key takeaways

Google Optimize lets you run experiments on your website and link those experiments directly to Google AdWords to help boost conversions.
Use Optimize to test page structure, calls to action, banner colours and ad formats (video vs banner) to see which variants drive more clicks.
Link Optimize and AdWords and enable auto‑tagging to track clicks of individual users across experiments and ads.
Useful tests include geographic localization (language/images by region), messaging for exact‑match vs close‑match searchers and reducing on‑page text for mobile users.
Run split tests (A/B) on visuals and CTAs for ads and landing pages to make data‑driven ad creative decisions.

How to Use Google Optimize to Boost Conversions

Google Analytics just updated Google Optimize making it even easier to help organizations boost their conversions when they use it to analyze their websites and AdWords banners. Optimize now directly connects experiments with AdWords, making optimization of keywords, accounts, and more way more straightforward.

What is Google Optimize?

For people who do not know how Optimize works, here is a rundown of what it can do. Optimize can help businesses analyze their websites, helping them figure out the best way optimize their pages. For instance, an organization might want to know if all of their content should be on one page or broken into several smaller pages. Optimize can tell the business owner the best way to do that. Or an owner might want to know which call to action will be best targeted to their audience. Optimize can help marketers and owners with that, too.

How to Use Optimize to Choose Advertisements for Google AdWords

Optimize can even help businesses choose the best banners for displaying to potential customers using Google AdWords by allowing them to run tests to determine which banner is more effective. By using Optimize, businesses can run split tests to determine which color background or call to action generates more clicks to their page. With this information, businesses can then make an informed decision as to which type of advertisement works best, whether it’s a video, banner, or some other form of advertising.

How to Set Up Optimize and AdWords

Google AdWords and Optimize can now be linked, making the tests even easier to perform. You will also need to set up the auto-tagging feature to track the clicks of individual users.

Tests to Conduct to Boost Conversions

Business owners can use Optimize to make a better connection with their users. Businesses can do this by analyzing several different data sets and offering users different experiences based on the information owners and marketers receive back.

Geographic Location: One of the ways that Optimize can help business owners’ segmentation is by analyzing which advertising methods work best in certain geographic locations. For instance, some regions use different language for the same item. With Optimize, business owners can change the language and images to fit the geographic location they are trying to connect with.
Exact-Matched Searchers: Optimize can also help business owners tailor their messages depending on whether the visitor arrived to the site with an exact-match keyword or a keyword that was only close. Exact-match keywords can indicate a more specified knowledge on the part of the user, and a business owner can tailor their message to meet the expectations of the user.
Cutting Down on Text: Especially with mobile device users, less information can actually be better for conversion rates. It’s overwhelming for users to process through too much information, so by using Optimize, business owners can run tests to determine if a more streamlined approach will actually boost conversions.

These are just a few of the ways that Optimize can help business owners boost conversions. With so many experiments that can be linked to AdWords, think about all of the aspects of your marketing that you could tweak, leading you to even greater numbers of conversions even more easily, and ultimately pushing your organization forward.

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FAQ

What is Google Optimize and what can it do for my website?

Google Optimize is a tool that helps businesses analyze their websites and run experiments to determine the best page structure, calls to action and other page elements to boost conversions.

How does Google Optimize integrate with Google AdWords?

Optimize directly connects experiments with AdWords so you can run tests tied to your ads, helping to simplify optimization of keywords, accounts and ad creative.

How do I set up Google Optimize with AdWords to track experiments?

Link your Optimize account with your AdWords account and enable auto‑tagging to track clicks of individual users for the linked experiments.

Which AdWords creative elements can I test with Google Optimize?

You can run split tests to compare banner background colours, calls to action and other creative elements and use results to decide between formats such as video, banners or other ad types.

What experiments should I run in Optimize to improve conversion rates?

Run geographic tests (adjust language and images by region), tailor messaging for exact‑match versus close‑match searchers and test reduced/text‑light pages especially for mobile users.

How can I use Optimize to improve mobile conversions specifically?

Use Optimize to test streamlined pages with less text for mobile users, since reducing on‑page information can make conversion paths less overwhelming and potentially increase conversions.

Can Google Optimize deliver different experiences to different users?

Yes. Optimize lets you offer different experiences based on analyzed data (for example by geographic location or by whether a visitor arrived via an exact‑match keyword).