My last blog post discussed ‘Setting URL Parameters in Google Ads’. Today’s blog post is about using A/B tests to improve landing pages in Google Ads.
Many of us have experienced the pressure to create perfect things in our lives, and when it comes to designing the best landing page in the world, it can become really overwhelming. But what if we can create something good enough and then improve it? You can feel the difference, and A/B testing allows us to do just that in Google Ads campaigns!
In Google Ads, we can easily define multiple landing pages to be served to users and then measure the metrics to see what is working and what is not.
How do we set the new landing page as the B version for our A/B testing?
To do so, follow these steps:
- Select the campaign and go to the Ads section (in the old dashboard, it was under ‘Ads & assets’; in the new design, it’s among the ‘Campaign’ items).
- Here, you can see the campaign’s ads. Duplicate the specific ad you want to do the A/B test on its landing page. This can be done by copying an ad and then pasting it into the same campaign.
- Now, you need to set the new version of the landing page (version B) for the copied ad. Make it by clicking on the edit button of the ad and changing the landing page.
- To monitor the metrics on Google Analytics, you must set specific URL parameters for each ad. This can be done in the ads edit section. The suggested parameter is the utm_content (for example, utm_content=landing_page_A for the first ad). However, you may like to set something different.
- If you want Google to give each landing page the same chance of appearing for users in the search results, go to the ‘Campaign settings’ section and set the ad rotation to the appropriate option.
The mission is done!
Now, take an espresso and monitor which landing page performs better 🙂