AdWords & Optimize … Together At Last

AdWords Links To Optimize

Exciting news for those that wanted an easier path AdWords success. Google has just announced the rollout of their AdWords/Optimize integration.  Their announcement read:

“Of course you spend a lot of time thinking about your search ads. What gets people to click? Will the words “free shipping” sell more than “10% off”?

But here’s the thing: the ad is only half of the experience. The next stop is the landing page, and it’s just as important to your results. Imagine if your landing page and your ad could work better together — if you easily could identify the best the landing page for the exact ad a user clicked on.
Now you can. We’ve built a new integration with AdWords that can help ads and landing pages work better together. It’s ready for you to use now: just link your Optimize account to your AdWords account in your AdWords settings page.

Once that’s done, you can start optimizing your landing pages in minutes. See this Help Center article to learn how.
Happy Optimizing!”

What this enables at this early stage is easy metrics to pass between Optimize and AdWords. Moving this forward a few steps I see a world in the not-too-distant future where multivariant landing pages tests will be offers in an automated capacity with Optimize running the tests and AdWords controllign the traffic and eventually a day where Google’s systems will provide advertisers everything from campaign setup to keyword and bid selection right through to landing page optimization and automated favoring of the best combinations.

As much as I might have issue with Google’s AdWords systems from time-to-time this isn’t one of them. This announcement today will make it easier for marketers to make the right decisions and moving forward when the systems become more advanced it will allow marketers to go back to building compelling creating and leaving the slight tweaks and measuring to Google (though always under the SEM’s watchful eye).

This is a big announcement more for what it means in the days to come than what it is right now.

You can read more about how to implement this on Google’s help document here.