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Google Ads Tips: Landing Pages: Split Testing


How do you run split landing page tests with Google Ads campaign experiments?

So this is two different things. First of all, running a split landing page test. Yes, you can run using a variety of methods. One is Google Optimize which is free to use and it's a great tool. And all you do is you can tell Google ‘send half the traffic to page one and half the traffic to page two’. And then you will let it run for a period of time and then see which one is performing better and which one isn't.

So you need to create two landing pages using Google Optimize, it’s where it will control the traffic so you can split 60/40 50/50 or however you want. The experiments in Google campaigns are the options where you can then tell Google that I want to experiment with manual versus auto smart bidding, or any other kind of experiment you need to do.

But you can also run split tests through experiments. And that's the whole point of having an experiment so that you don't create a new campaign, and then mess up all your conversions and your customer may then come back to you and say, well, it was working fine. Now we've stopped getting all the conversions.

Why is that?’ Just because of your new experiment where you try to make the campaign run a bit better and it had the opposite effect! So with the experiment in Google Ads, what you know you can do is to experiment with a certain percentage of the traffic in that campaign, so you're not messing up the whole campaign and this is pretty good to an isolated landing page. So this is what we call a dedicated landing page and you're not sending the traffic to the website. I would run a campaign to a landing page, just a dedicated landing page most of the time because there are no distractions.

That landing page has got the focus for just that product or service. There are no navigation bars at the top. There is no other information about any other product or service you offer. There are no distractions where somebody can start reading about something different - all that landing page will do is focus on that offer which was promised on that Ad. When they saw that Ad they clicked on it, they came to your landing page and you want them to convert as quickly as possible.

And that's what you need to do. We use a product called Unbounce to create our landing pages, but you can use a number of apps or create a dedicated landing page just by using WordPress or as a complete HTML so that it really doesn't matter what you are using, but then you will find the conversion rates up high on a dedicated landing page when you run paid traffic to it.

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