Using VWO to Create Tests for Google AdWords Traffic

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Creating tests for your Google AdWords traffic helps personalize your website content for traffic from ads or even A/B test your website to determine what works best for the visitor segment from AdWords. For example, if your ad is about “A/B Testing,” you need to personalize the traffic from these ads and show relevant content of A/B Testing. If the search ad says “split testing tool,” then ensure that the visitor lands on the “Split-Testing” page after clicking the ad.

Website visitors coming from sources like AdWords are appended with query parameters to the URLs. By using these parameters, you can define a visitor segment in VWO, to display a specific variation to the visitors tagged with the AdWords parameters.

How AdWords Tracking Works

To send data back and forth between AdWords and analytics tools, use any of the following approaches to configure your AdWords settings and track visitors by using VWO. To learn about AdWords tracking, click here.

  • GCLID: A globally unique tracking parameter (Google Click Identifier) that Google uses to track visitors coming from AdWords. Google appends the ?gclid parameter on your destination URLs at runtime.
  • Custom Parameter: A URL parameter that you can add to your AdWords tracking templates and final URLs.
  • Tracking Template: You can put all tracking information on the template. When a visitor clicks an AdWords link, the tracking information you add here is appended to your final URL before you land on the page. A tracking template created at the ad group, campaign, or account level applies to all of the ads in the corresponding ad group, campaign, or account.

To create VWO tests targeting Google AdWords traffic, perform the following steps:

  1. Add a tracking template.
  2. Create a custom Segment by using VWO.

Add a Tracking Template

To start tracking your AdWords traffic by using VWO, log in to your Google AdWords dashboard, and then add a tracking level. After adding the template, update it for both campaigns and ads.

To add a tracking template, go to campaign details, and then click Additional Settings. Under Campaign URL Options, enter the tracking template and custom parameters you want to append for visitors coming from AdWords. Assign values to each parameter, and then click Save and Continue.

Update Tracking Template for Ad Groups

  1. Select the Ad groups option on the AdWords dashboard.
  2. Select an ad for which you want to update the tracking template.
  3. Select Edit > Change tracking templates.

Update the Tracking Template at the Ad Level

  1. Select the Ads & extensions option on the AdWords dashboard.
  2. Select an ad for which you want to update the tracking template.
  3. Select Edit > Change tracking templates.

Define Custom Visitor Segments

After the query parameters are set, sign in to VWO, and then define the segment for the test you want to set up for visitors coming from Google AdWords. You can select a predefined segment by using Segment Gallery or create your custom segment to target.

  1. Select Custom > Query Parameter, and then enter the query parameter values, as defined in your AdWords campaigns.
  2. Enter the value of each query parameter you add for the segment. After you define the segment conditions, VWO automatically displays the variation implemented for AdWords visitors. You can save the custom segment you created and use it to view the segment report without defining the conditions every time.

For example, consider having a Google AdWords campaign running for a weekend sale. By using VWO, you can direct all visitors from AdWords to a specific variation target for the weekend traffic. You can analyze the test reports to determine what worked best for a visitor segment.

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