The latest tool in the Google arsenal to be released is the Google AdWords Website Optimizer for Advertisers, beta version: aka Website Optimizer.
This new product is designed to help AdWords advertisers test the conversion rates they have received and run multivariate experiments on their sponsored landing page content, including headlines, promotional copy, and images. The Google Website Optimizer tool also allows advertisers to view graphs and test the results in order to determine the best options for increasing the conversion levels for the adverts on each or their campaigns. This is intended to enable advertisers to see how successful their campaigns are, and then allow them to tweak various options to improve the conversion rate performance and therefore increase the all important return on investment.
Google's official Website Optimizer documentation states that, "Website Optimizer is a tool that can help you improve the effectiveness of your website in getting a return on your investment. By allowing you to test different versions of your site content, you can determine what will best attract users and lead them to convert on your site."
Google also declare, "The Website Optimizer allows you to test changes in the website content of your pages in order to determine what will be most effective in getting conversions. You choose what parts of a page you'd like to test - headline, image, promo text - and we'll run an experiment on a portion of your site traffic to determine which content on your site users respond to best. When we've collected enough data, we'll provide you with reliable reports and a suggested course of action in order to optimize your site for maximum business results."
As the major search engines compete over advertisers' marketing spend, Google wants to consolidate its number one position as the advertisers delivery channel of choice. By making it easier for users to try to maximise the number of conversions that their campaigns can make, Google is hoping to develop the ideal toolset required by marketers, to deliver specifically targeted adverts which are more likely to lead to genuine traffic being driven to sites which are likely to convert into paying customers.While the existing Google Analytics tools allow users to track how effective content is for getting conversions, it does not indicate any means of making the content more effective at driving traffic. The Website Optimizer tool, which needs to be run in conjunction with a Google Analytics account, has been created specifically to help bridge this gap. Google believe that by allowing advertisers to run experiments to test different content in an effort to identify what users respond to best, businesses will be able to figure out what content will work best on a site and see the ROI increase.
