Multivariate Testing with AdWords Optimizer

The world of analytics keeps progressing and Google is leading the charge. A new feature in Google AdWords - Website Optimizer was released in beta today. The new feature allows for multivariate testing on AdWords campaigns. Once a tactic for sophisticated marketers and analysts, Google has provided a fairly streamlined tool for allowing any AdWords user to lift conversions with this dynamic tool. Here are the three steps to a successful multivariate test with Website Optimzer.

1. Methodology
You must identify the landing page you will be testing and then the elements on the page you can provide variants for. The goal typically is to convert more visitors on the landing page so consider what elements contribute to the goal - call to action, copy, images, headlines, etc. Plus what is the intended goal - with this test try to limit to one goal.

2. Configuration
Website Optimizer provides the framework for implementing the campaign however some technical aptitude will be needed. You need to modify some coding on the page with the variations of elements plus configure the AdWords tool for the experiment. However, having the framework for free is a big bonus - as other companies charge hefty fees for similar tools.

3. Measurement
There is no use doing steps 1 and 2 unless you plan on analyzing the experiment and using the results to drive decisions. Once you've determined the outcome with the highest probability to lift conversions, implement the changes and start experimenting with other pages.

The official Inside AdWords blog post.

To official beta signup.

If you are interested in having EpikOne work with you on any of the three steps get in touch here.