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Deliver consistent site experiences with Google Optimize

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Google Optimize can now understand when a customer has returned to a site they ... Create a UTM parameter rule to focus your experiment or ... Optimize DeliverconsistentsiteexperienceswithGoogleOptimize Nov21,2019 minread Share Twitter Facebook Linkedin Mail Copylink PraveenKrishnan SeniorProductManager,GoogleOptimize Share Twitter Facebook Linkedin Mail Copylink Consumersexpectconnectedshoppingexperiencesfromresearchtopurchase.Buttheirjourneysaren’tlinear;theymovearound,visiting—andrevisiting—multiplesitesandapps,multipletimesaday. Thismakesitchallengingforbusinessestodeliveracoordinatedsiteexperience,especiallyiftheyarerunninganexperimentorpersonalizationontheirsite.Howdotheymakesurethattheversionoftheirsitesomeonesawinthemorningisthesameversiontheyseeintheafternoon? GoogleOptimizecannowunderstandwhenacustomerhasreturnedtoasitetheyvisitedbeforeanddeliveraconsistentsiteexperience.Let’sseehowthisworks.Imagineyou’reahotelbusinessrunningamarketingcampaignthatpromotesa20percentdiscountfortheupcomingholidayseason.Whenpeoplevisityoursiteinresponsetothecampaign,youwanttomakesureyouofferthisdiscounttothemthroughouttheirentirebookingexperience,eveniftheycomebackmultipletimesbeforetheymakeareservation.OnepartofyourmarketingcampaignispaidmediayoubuythroughGoogleAds.Inthiscase,youwoulduseOptimizetocreateacustomwebpagefeaturingthediscountandthenaddtheGoogleAdsruletoensurethispageisshowntopeoplewhofirstarrivetoyoursitefromyourGoogleAdscampaign.Therearelikelymanypeoplewhoclickonanad,exploreyoursite,thencomebacklatertocompletethereservation.Now,nomatterhowmanyotherpagesonyoursitepeoplevisit,orhowmanytimestheyreturnover24hours,Optimizewillautomaticallydisplaythatcustompagetothemeachtime. Anotherwayyoupromotethissaleisthroughemail.Forthispartofyourcampaign,onceyoucreateacustomwebpagewiththediscountoffer,addautm_campaignparameternamed“holiday-sale”totheURLintheemail.TheninOptimize,addaUTMparameterrulefor“holiday-sale.”Optimizecannowusethatparametertodisplaythecorrectexperienceeverytimepeoplewhoreceivedthepromoemailvisityoursite.Inadditiontoemail,youcanalsousetheUTMparameterruleinadvertisingcampaignsmanagedwithDisplay&Video360andSearchAds360,oranyothercampaignsyouarerunningthatsupportUTMparameters. CreateaUTMparameterruletofocusyourexperimentorpersonalizationonaparticularmarketingcampaign. RoyalBankofCanadaisanOptimize360customerthathasalreadybegunusingUTMparameterrules. TogetherwiththeirGoogleMarketingPlatformPartner,Bounteous,theyoftenuseOptimize360torunpersonalizationsacrosstheirentirewebsite.Becausemostofthesepersonalizationsarefocusedondeliveringtherightcontenttotherightuserfromtheirmarketingcampaigns,theywereexcitedtostartusingtheUTMparameterrule.  "ThecustomerjourneyattheRoyalBankofCanadaisrarelylinear.Weneedexperimentsthatcanreactascustomersfrequentlyengageandnavigateourwebsite.TheUTMparameterrulegivesusthatflexibility,anditischangingthewayweapproachourcampaigns.” -ArnabTagore,SeniorManagerofDigitalAnalytics,RoyalBankofCanadaBoththeGoogleAdsruleandUTMparameterrulearealreadyavailabletouseinOptimizeandOptimize360.Weencourageyoutogointoyouraccountandcheckthemoutandwelookforwardtosharingmorenewfeaturesthathelpyoubettermeetyourcustomers’expectationsandgetthemostoutofyourwebsite. POSTEDIN: Optimize GoogleMarketingPlatform Relatedstories GoogleMarketingPlatform Display&Video360bringsGoogleaudiencestoconnectedTVs By JakeJolly May24,2022 GoogleAds RegisterforGoogleMarketingLive:May24,2022 By TheGoogleMarketingLiveteam Apr14,2022 GoogleAds HelpingadvertisersmakethemostofconnectedTV By MattMcDonald Apr13,2022 GoogleMarketingPlatform SupportingadiversesetofpublishersinDisplay&Video360 By AnkitMishra Mar21,2022 Analytics PrepareforthefuturewithGoogleAnalytics4 By RussellKetchum Mar16,2022 GoogleAds SavethedateforGoogleMarketingLive,May24,2022 By JerryDischler Mar08,2022 .

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