Test landing pages

Start a landing page test

Before you begin

Before you start a landing page test:

  • If you want to test conversions (and not just visits recorded by Search Ads 360), make sure to add Floodlight tags or Google Analytics tags to all of the landing pages in the test.
  • Add the Landing page column to the Keywords tab in the Search Ads 360 UI and make sure that your original landing page URLs meet the URL requirements for landing page tests.
  • If you use URL templates, learn how URL templates work with landing page tests.

  • Note that once you start a test, you can't make changes to the test itself or to any of the keywords in the test. Changing a test mid-run would skew data drastically and produce inaccurate results. For the same reason, you should limit making changes to your site if a change might affect the landing page test. Each change you introduce makes it more difficult to assess the validity of your test results.

Start a test

  1. Navigate to an engine account, campaign, or ad group page.

    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Click the Keywords tab.
    The reporting table displays a list of keywords.

  3. Specify the keywords you want to test.

    By default, the test will include all of the keywords in the current scope. For example, if you navigate to an ad group, click the Keywords tab, and start a test, all of the ad group's keywords will be included in the test.

    To specify a smaller group of keywords for the test, do one of the following:
    If you add keywords to an engine account, campaign, or ad group after a test has started, Search Ads 360 does not add the new keywords to the test.
    • Select the check boxes next to the specific keywords you want in the test.
    • Create a filter that displays just the keywords you want in the test.
  4. Above the reporting table, click Start landing page test and select the type of device you want the test to run on.
    The Start landing page test button appears above the reporting table.

    Don't see the Start landing page test button?

    Make sure you've navigated to an engine account, campaign, or ad group and clicked the Keywords tab. The button does not appear if you're scoped to the advertiser level or if you're an engine account that doesn't support landing page tests.

     

    See an error message about keyword URLs?

    Add the Landing page column and to see the original landing page URLs.

    To see how the landing page URL will appear after Search Ads 360 has applied any URL templates:

  5. Name the test.
    You can name the test anything that's meaningful to you. You'll see the name when you analyze test performancestop the test, or review completed tests.

    Once you use a name for a landing page test in your advertiser, you can't use the name again, even if the test is completed. For example, if you ran a test named "Extended Home v Home Page Deal" and the test completed three months ago, you can't create a new test named "Extended Home v Home Page Deal". 

  6. By default, tests split traffic evenly between the landing pages you add to the test.
    If you want to customize the percent of traffic allocated to each landing page:

    1. Deselect the Split traffic evenly among landing pages check box.

    2. In each URL's Traffic field, enter the percent of traffic you want to allocate.
      After the test has been running for awhile, you can see how often your control and experiment landing pages are being hit.

  7. Enter the name and URL for the control page.

    Each test can have only one control page. 

    The control page is typically the page that was active on your site before the test began. You can think of the control as the base page that the experiment pages are trying to beat. When showing results for an active or completed test, Search Ads 360 calculates how each experiment page compares against the control and determines whether any differences are statistically significant.

    You can name the control page anything that's meaningful to you. For example, you might give it the same name as the page's title that appears on your site. When you analyze test performancestop the test, or review completed tests, Search Ads 360 always adds (control) after the name to help you keep track of which page is the control page.

  8. Enter the name and URL for the first experiment page in your test.

    You can name an experiment page anything that's meaningful to you. For example, you might use the name to help you remember the changes you made between the control page and the experiment page. Search Ads 360 does not add any extra text after the name when you analyze test performancestop the test, or review completed tests.

  9. Optionally enter URL templates for the control page and the experiment pages. 
    Learn how URL templates work with landing page tests.

  10. If you want to add more experiment pages to the test, click Add landing page. Then enter the name and URL for the additional experiment page.

  11. Click Save.
    You can click Bulk operations in the left navigation pane to see if the test started successfully, and check for any errors.

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