Testing is an essential component when optimizing any AdWords account. You should test both ads and landing pages to see what combinations improve the effectiveness of your account.
In this chapter, you will learn how to test ads, as well as how to test landing pages, where to send traffic, and how to lay out different types of landing pages to increase conversion rates.
Finally, this chapter will show you how to test ads and landing pages in conjunction with each other. Profit per impression is a metric that will let you find the most profitable combination of ads and landing pages that you should use in your AdWords account.