AdWords can be a great tool for gaining and converting new visitors, it helps retain returning visitors as well, but it has another use which is underutilised. AdWords can test ad copy, calls to action and marketing campaigns at a very low cost.

I’ve sat in on and run focus groups and often people who are in these groups don’t have an opinion on the brand or product one way or another but when pushed by the interviewer, says something, anything and the group jumps on that as an out, a method to avoid the unpleasantness of not knowing what to say. Other qualitative methods have similar problems.

So why do we test our ads in qualitative settings? They’re expensive and of questionable reliability they can cause big problems. AdWords can run a quantitative test (of limited variables) in an afternoon for $50.

How? Just clump a big cluster of words together related to what you’re testing, write ads where the only thing that changes is the variable you’re testing give it a daily budget of $200 and bid high on the keywords. Google will cycle through your ads and give you quantitative data on the response to each.

AdWords can also test your landing pages. Create 2 AdGroups each identical but pointing to 2 different landing pages, unleash the AdGroups one each day for 2 days and see which one converts better (yes, Google’s Website Optimiser can do this too)

AdWords is a flexible tool, it can work wonders and be a great test as well as a sales or lead generation tool.

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