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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  12

Testing with Website Optimizer

Never stop testing, and your advertising will never stop improving.

-David Ogilvy, British advertising executive

Test, and test again.

-Motto of the Accademia del Cimento, a scientific society founded in Florence in 1657

In this chapter, we will talk about one of Google’s premium AdWords tools: the Google Website Optimizer (GWO). It’s used to set up and manage tests of the performance of your landing pages, as well as to manage and view the data resulting from these tests. GWO offers two kinds of tests: A/B tests (sometimes called split tests or bucket tests), and multivariate tests. The ultimate goal of testing your landing pages is, of course, to improve your conversion rates, and the Website ...

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