Ice.com get personalized assistance from Google for its AdWords campaign

Ice.com had a lackluster holiday season even after it spent 20% more buying keywords with Google, but conversions just didn't happen, even though traffic increased. After the company complained to industry analysts about the dismal results of its AdWords campaign, Google offered to help Ice.com fine-tune its keywords as well as to optimize pages and is letting the company participate in its beta testing of a new paid search initiative that gives greater control to retailers to test out various combinations of headlines, promo copy, images etc.