A large consumer financial services company in Russia
In order to maximize acquisition efforts from search traffic, the financial services company ran link-level split-URL A/B tests on Google Ads to direct traffic toward the best-performing landing pages. When running the A/B test, the organization used automated traffic allocation (also known as multi-armed bandit optimization) to automatically push more traffic to the winning variation.
As more and more visitors arrive on sites via search or paid media ads, it has become increasingly important to optimize which landing page a user lands on. And with link-level testing, marketers are able to identify which pages to direct traffic to. For example, when a retailer runs a personalized ad campaign, they can direct traffic to multiple pages from one ad. By A/B testing these types of campaigns, marketers are able to make more confident decisions, ultimately helping them identify the optimal landing page for all site visitors.