Google links landing-page customisation tool with AdWords

Advertisers and agencies without enterprise-level access to the Google Suite can now access and benefit from the integration between Optimize and Google AdWords.

A visual editing tool created by Google for landing pages, Optimize was previously only available integration with Google Analytics and Google AdWords to customers with enterprise 360 accounts.

Using Optimize, advertisers and agencies can modify the look, feel, and call to action on a landing page depending on what a visitor searched for in order to find the site, thereby driving the likelihood of conversions.

The tool expanded the reach of A/B tests to determine top performing landing pages, backed by the data flowing at the top with AdWords and on the measurement side with Analytics.

Originally launched in early 2016, Optimize was part of the Google Analytics 360 Suite, helping advertisers and agencies integrate data and build better web experiences.

It did this by offering a singular data source, offering marketers confidence with web analytics data and the power to run data experiments against critical business decisions and test variations of landing page personalization.

The recent update means that advertisers and agencies without enterprise accounts can now bridge Optimize with Google AdWords as well, empowering marketers to run real-time tests on different versions of landing pages to optimize against campaign goals such as subscriber sign-ups or registrations.

Advertisers and agencies that use Optimize 360, the enterprise version, still have the upper hand and can conduct several landing page tests at the same time.