Personalization is a luxury. Yet, people in 2018 expect a personalized experience whenever they visit a website. To address this trend, Google recently rolled out an AdWords and Optimize Integration. Now, marketers can easily test multiple keywords and landing pages across different campaigns and ad groups as well as target returning users who search for specific keywords.
What this means for marketers: The integration for Optimize and Google AdWords is big for the PPC industry. Prior to the integration, linking accounts to Optimize and linking multiple accounts under a manager account could be time consuming and complex. Now marketers can link their AdWords account to Optimize with a few steps in the AdWords interface.
In addition, advertisers can use Optimize to A/B test different landing pages. This is extremely useful when testing across different ad groups because it allows marketers to see if the intent of the user changes based on their path to the landing page.