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Posted on May 15, 2008
Set and Forget PPC (AKA Burning Your Cash) - 7 Ways to Stop the Burn
BY BEN CASTELLI
Cruise control was a great idea for cars, auto pilot is perfect for planes, but in terms of pay per click advertising there is no such thing as "set and forget". A lot of companies waste their money (and Google makes a lot of money) from pay per click campaigns that are not regularly optimized. Checking up on your PPC campaigns several times a week is essential and tackling some ongoing weekly action items will really stretch that budget dollar and improve ROI. Where do you start? Below is a list of 7 digestible weekly to-dos:
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Posted on October 16, 2006
3 Ways to Split Test
BY BEN CASTELLI
Want to increase conversion rates? Split testing is an essential step in improving the effectiveness of online marketing efforts and converting more visitors into customers. Classic A/B split testing has been a staple for direct marketers, however it is surprising how few online businesses take advantage of this technique, especially since the cost of split testing online is minimal compared to the cost of printing and mailing. The number of things that you can test online are almost limitless; copy, graphics, colors, placement of forms etc.... Below are 3 general ways that you can use split testing to monitor your online marketing efforts and increase conversions.
- AdWords Ad Text - It is essential to split test your Google AdWords ad text. Just make sure you only have two ads running per ad group, accumulate clicks (over 30 per/ad), determine the winner, delete the loser and create a new ad to try to beat the winner. If you are running Google Analytics the Overall Ad A/B Testing report is a great way to see which ad text is driving visitors to your site. For example, through split testing I was able to determine that adding the word "New" to the title of my AdWords ads resulted in a significant increase in clicks and conversions. Don't forget that it is very important to look at conversion rates of the ads in addition to CTR. Generally you want to accumulate a good number of clicks before declaring a winner, however if you can't wait, check out SplitTester to see which of the two ads will really perform better over time.
- Email Marketing Campaigns - A great way to split test an email marketing campaign is to send out the email in waves. For example, if you are planning on sending out a promotional email to your list of 1,000, but are uncertain about which subject line to use, you can send out 100 emails with subject line A, and 100 emails with subject line B. Then compare the open and click through rates and send the remaining 800 emails the winning subject line.
- Landing Pages/Opt-in Pages - There are a large number of items you can test on a landing page such as the call to action text, the placement of the sign up form, inclusion of audio, etc... A service like Hypertracker will split your visitors between two pages and help you determine which changes to your landing pages will deliver the greatest increase in conversion rates.
Finally, to avoid skewing your data, it is important to split test at only one point of the sales process, Adwords, landing pages, sales pages, product pages, order pages etc...
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Posted on June 26, 2006
Split Testing Gone Wild
BY JASON CORMIER
For companies smart enough to implement landing pages in conjunction with their pay per click programs, there is a common practice of A/B split testing to improve these pages over time. This is an effective, recommended practice. What many are unaware of, however, is the concept of multi variable testing. This enables the testing of thousands of versioned web pages based on almost limitless variations of content, offers, layouts, etc. Is it more expensive than A/B split testing? You bet it is... but if a small percentage increase in your conversion rates equals big money - you need to be on this.
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