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Google Plans To Win AdWords Converts

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The Website Optimizer tool received a formal launch for Google’s AdWords clients today. Marketers using it should see conversion rates improve for their sites.

Google Plans To Win AdWords Converts
Google Plans To Win AdWords Converts
Who Can Compete with Google?

Tom Leung, a product manager at Google, talked with WebProNews about the new tool called Website Optimizer. Now a fixture in AdWords, Website Optimizer serves a distinct role in Google’s offerings, according to Leung.

"Optimizer closes the loop," he said, referring to how this latest application fits in with Google’s other advertiser services. "AdWords drives traffic; Analytics measures it. That had been it."

Until now, that is. Leung touted Optimizer’s main idea as one that will benefit advertisers worldwide. Through use of the application, marketers will be able to tell Google about new content on a page, and test parts of a page.

Optimizer allows this multi-variable testing, and tracks which components perform best at securing conversions from visitors. Conversions can range from simply completing a form requesting information to making a purchase online.

"It takes the guesswork out of marketing," Leung said.

Site publishers can try different versions of their pages with Optimizer, and view reports on conversions. With Google having recently released a beta test of pay per action advertising, the Optimizer unveiling comes at an opportune time.

Leung confirmed that, saying the two teams working on those respective products kept in contact during development and testing.

PPA only charges an advertiser when a conversion takes place, and being able to determine which approaches work best at gaining conversions through the Optimizer should help Google spur interest in both products.

Leung left us with an important tip about using Website Optimizer: let tests run for a week at minimum to factor in all of the days and times a page would be live for visitors.

Google Plans To Win AdWords Converts


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  • Robert Gorell

    David,

    Great interview on a great product. Future Now’s Bryan Eisenberg recently spoke with Tom as well. If you or your readers are interested, we have several free resources for the Google Website Optimizer, including a webinar, quick start guide, and a two-part podcast interview with Tom Leung to help piece together how to use this tool.

    We’ve been beta testing it with select clients for a few months now and the results have been staggering.

    -Robert Gorell
    Blog Editor, GrokDotCom

    • David A. Utter

      Hi Robert. Good stuff you’ve got from Tom Leung on audio. I enjoyed talking to him as well. I imagine this and PPA will be part of the SES buzz next week.

  • horsager

    This tool is a godsend for anyone doing landing page optimization but lacking a huge marketing budget. Now anyone can use multivariate testing to increase conversion rates. It will certainly boost the ranks of marketers using AdWords, but the results of testing can be applied to any campaign. A high conversion rate landing page can increase ROI from email campaigns, banner ads, and other PPC campaigns as well.

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