You can improve your internet marketing efforts through testing using Pay Per Click advertising (PPC). While you can, and should, research potential keyword phrases prior to launching your website, you can glean even more data to support your decisions by scientifically testing keyword phrases, headlines, etc. using online advertising.
PPC Tests: Tests Worth Taking
Marketing tests are set up like scientific tests. If you can think back to college biology, chemistry or physics classes, you may recall that when conducting a scientific test, there is a control and a test subject or group. In a marketing test such as a pay per click test, the control uses keywords, ad copy, headlines and other items for which you know the expected response rate; the test, the one which you hope will perform better but aren’t sure how it will do.
Let’s assume that your current website uses the keyword phrase “fresh peanut butter” because you own a health food store and grind peanut butter fresh for each customer. You know that using that keyword phrase generally garners a 2% response rate. But you want to test new phrases. The phrases chosen are “peanut butter freshly made” and “healthy peanut butter”. Your marketing test would use “fresh peanut butter” as the control, and run similar ad campaigns for the other two keyword phrases to see which ones can outperform your original keyword. The winner is the one most likely to achieve better results for your website and future ad campaigns.
Elements of a PPC Test
Many elements can be tested in a PPC test. You can test keywords of course, but you can also test elements of the advertising copy to see which may perform better. You can change the headline, run a test, and see if headline A or B garners a higher response rate. You can also do the same with the offer, perhaps testing free shipping against a lower price, or buy one, get one free versus a coupon. Other elements that can be tested include timing — perhaps running an ad later in the month performs better for some businesses than others — or even the colors used on the landing page. A good internet marketing agency can guide you through the many potential testing elements and help you choose the ones that make sense for your business.
Why Use PPC Testing?
Internet marketers use a combination of research, knowledge, skills and experience to create effect campaigns for their clients. This provides a general direction for an internet marketing campaign, but that direction can be refined and targeted further through specific PPC campaign testing. Because various elements of an advertising campaign can be tested, a PPC test can help you determine exactly which element to tweak to boost response rates.
To use a simple analogy, if you were baking a cake, you could follow a recipe exactly and produce a respectable chocolate cake. But what if you swapped out generic baking chocolate for a luxury brand of baking chocolate? Would that simple change make the cake more flavorful? The only way to tell is by conducting a test and testing the new baking chocolate against the old one. Your guess, as an experienced baker and chocolate lover is that the swap will indeed make the cake tastier, but to verify your guess, baking two cakes and testing Cake 1 against Cake 2 is the best way to determine with any degree of certainty whether switching the chocolate brand makes the cake taste better. In a similar way, a PPC test can help you identify with a degree of certainty which element makes your response rate better.
It’s Like Math or Science Class
Yes, PPC advertising can be like math or science class. If you feel your math phobia kicking in at the thought of determine percents, response rates and testing matrices, don’t panic. That’s why Dashboard Internet Marketing offers a complete array of marketing services, including PPC testing. Contact us at 800-807-1852 for more information on this or any internet marketing services.
And if you decide to run a chocolate cake test…count us in as part of your test panel!