Google Marketing Platform

Blogging not only creates relevant content that readers are interested in, but also the ability to capture the many layers of data that follows with it. Some of the best ways to capture this information is through the services provided by Google Analytics which has analytical tools that can be used for search engine optimization (SEO), return of investment (ROI) on online advertising and various other marketing tactics. Some of the products that are available for integration with Google Analytics are:

• Data Studio
• Optimize
• Surveys
• Tag Manager
• Display and Video 360
• Search Ads 360

Optimize

One of the marketing platforms that are of particular interest is Optimize. This platform focuses on the user experience (UX) of the website and has products that can test out variations on the visual design of the website. With this information, the layout and design can be optimized to enhance UX and thus help in meeting marketing goals. 

Optimize provides four different types of experimental methods which can be used: A/B or A/B/n Testing, Multivariate Testing, Split URL Testing, Server Side Experiments along with the ability to run simultaneous experiments. A/B or A/B/n testing allows multiple versions of the same webpage to be tested to see which one yields the most desirable results. Multivariate testing allows for the elements of a webpage to be tested rather than the whole page itself. Split URL testing, otherwise known as redirect testing is a type of A/B testing that identifies multiple landing pages of a website to be distinguished by split/separate URLs. Server Side experiments allows for customized tests that can be run on Optimize while it collects data and can view reports similar to the other experiments described. 

This platform also includes a visual editor that allows the user to edit variants of a webpage visually without having to edit the code itself or through code. Optimize also allows for a great deal of customization, as the webpage can also be edited to match the browser which it is being viewed on as well as location-based customization as well. All of these features would be useless if it was just testing for the sake of testing, with no direction. Objectives can be set into Optimize in order to build experiments and meet some type of marketing goal, system objective and/or Google Analytics goals. 

Using marketing products such as Optimize will allow for greater insight into the improvements that can be made by simply adjusting and testing the website and analyzing the results that these changes may yield. Furthermore, upon analysis the findings of the experiments may show recommendations that should be taken in order to improve UX and eventually lead to an increase in profitability, engagement or the desired marketing objective.