Google AdWords has released a new website optimiser tool for advertisers to test their landing pages, allowing them to choose the best options for their advertising campaigns.

Google announced the new service at the Emetrics Summit in Washington DC yesterday, and it will initially be available for testing to a limited number of advertisers.

The Google Website Optimizer allows its users to run experiments on landing page content, including headlines, promotional copy, and images. The interface allows users to quickly and easily test different versions of each page. A/B split testing is frequently recommended by conversion experts.

Using the Google Analytics technology, this new service will help advertisers find out which one will drive the most conversions – whether they are defined as sales, sign-ups or downloads. 

According to Google’s press release:

"Whether you define a conversion as a purchase or a newsletter sign-up, Website Optimizer allows you to experiment with different headlines, copy, and images on your site in order to find out which combination results in the most conversions."

Earlier this year Google started to look at landing pages as part of the Adwords ranking criteria, a move which caused uproar in some circles. PPC-reliant affiliates in particular were hit hard, but the idea, from Google's perspective, is to focus minds on conversions (to prove ROI from paid search).

E-consultancy's Chris Lake has previously written about how to create landing pages that convert.

Further Reading:
Apply to take part in the beta test:

Google Website Optimize Demo:

Graham Charlton

Published 19 October, 2006 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (5)


Michael Stübing

the google website optimizer - ihr hochsprung in die top10 von google. als dienstleister für suchmaschinenoptimierung, google-adwords-marketing und online-pr bringen wir sie an die spitze!.

about 10 years ago


SEO tips

It's been 2 years now and I am not seeing the impact of the website optimizer
|I suppose it's one of those things that got tested and kinda faded into the background

We have Google chrome and the promotes system now.

I wonder how they will fair

over 9 years ago



Nice Adword tools information


about 9 years ago


online marketing

Website optimizer tool requires two pages for a test, which is really out of question for people have no time & money for creating different pages & testing them for weeks. It would have been better if the tool can evaluate the clickover elements on the page and give suggestions regarding those elements.

almost 9 years ago


Santa Barbara SEO

i see it as one of my many tools. Don't count on any one thing. A little bit of each will give you a well rounded perspective. I use paying tools that don't show me any more, just different. Testing is the name of the game anyway. I can't tell you how many changes I make to a site despite thinking the first variation is perfect. Takes time to be perfect.

Thanks for this nice post.

Dr. Marika Zoll

almost 7 years ago

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