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Marketing Next Series Part 5: Working Smarter with Google Optimize & Google Surveys 360

By Anamarie Tarantino
Google Ad Trends

“Work smarter, not harder.” This saying has had many people searching to “crack the code” on how to gain success while working a little less. But, sometimes it’s not all about how hard you work or how much brain power you use – it’s about having the right tools.

Luckily for advertisers, Google announced two new tools at the Marketing Next 2017 Series that have joined forces with AdWords and are designed to help increase productivity and deliver better results.

These two new tools are:

 

·    Google Optimize – “A/B testing and personalization tool that makes it easy to see which changes to your web pages work best for your users and your business.”

·    Google Survey 360 – “A market research tool that helps enterprises gather fast, reliable insights from real people online and on mobile.”

Google Optimize

There is a lot of ambiguity around what factors persuade an individual to click on an ad and what elements on a landing page help drive a user to take an action such as making a purchase or filling out a form.  Advertisers dedicate a lot of time and effort into analyzing and implementing tests across ads and landing pages to find ways to improve campaign and on-site performance. Google Optimize is helping bridge the gap.

Google Optimize takes landing page testing one step further. The integration allows for a faster way to easily design and test new variations of landing pages in minutes, without the help of other web resources. Typically, site testing is done at a global level across a large audience but Google Optimize gives advertisers the ability to run individual landing page tests for smaller audiences like an AdWords campaign, ad group, or keyword.

For education marketers, Google Optimize would allow for quick testing on minor page elements like program-specific photos, tuition content, class start date information, etc. for an individual campaign, ad group, or keyword. These changes could make a more targeted impact in key areas of accounts that otherwise wouldn’t receive individual attention. Thus, giving different audiences a better and more unique experience.

This tool will be available to all users of Google Optimize in the coming months.

 

Surveys 360

In Marketing Next Part 2 in this blog series, we talk about how Google has developed their attribution product to help advertisers solve the question, “Is my marketing working?” Alongside, they created a tool to answer the question, “What impact is my marketing having?” That tool is called Surveys 360.

Like Google Optimize, Surveys 360 has been combined with AdWords to allow for faster insights into what factors influence customers’ purchase decisions. To gain these insights, Google is introducing the ability to target surveys to AdWords remarketing lists. Marketers can now survey individuals who have seen their ads and ask them questions about why they did or didn’t take an action. Results can be generated in just a few days using Surveys 360 and can give beneficial ad performance insights to help improve ad performance and visitor onsite experience.

For education marketers, being able to ask a prospective student questions about why they didn’t request information on their site is crucial. Therefore, having the ability to get visitor insights on the below topics would allow advertisers to make changes to program campaigns or landing pages that could help alleviate the problems visitors may face when they visit a school’s website.

-      Amount of personal information required on the form

-      Not enough information about program on site

-      Program interest not offered

-      Financial/tuition cost

-      Early stage of school searching

-      Enrollment dates

Surveys 360 is available to all paid users of Google Analytics 360 Suite.

 

Read other posts in the Marketing Next Announcements series:

Why attribution matters   

Faster is better with AMP for search and search and display

Unlocking In-Market audiences for search

Google’s next steps in audience targeting

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