In order to make your Google Adwords ads worth your while, you will want to have an idea of what your key message will be and what words and phrases you will use to attract attention, these decisions will be made with an eye towards maximizing your CTR or clickthrough rate. How do you really know what attracts customers, and how to word your ads for maximum impact? Google AdWords expert Perry Marshall suggests that online marketers use split testing to gain an insight into their customer base and better understand how to use keywords and keyphrases effectively.
Split testing isn't simply for AdWord, however; the knowledge you obtain from split testing performed on just about any area of your site can be easily applied to the creation of effective AdWords, and help you develop a more advantageous online presence. As a springboard for your own ideas, here are five examples of areas in which split testing can be effective.
1. Your signup pages. Whether you have a newsletter signup box on your homepage, or are just collecting e-mail addresses for a free download, running a split test in this area can help you determine what types of freebies your visitors respond well to. The words and marketing copy you use in these areas can be manipulated to deliver different messages; when you've defined what the most effective messages are, it also becomes easier to insert these messages into a Google Adwords ad.
2. The shopping cart. When individuals are shopping online, you can learn a great deal from the way in which they behave on the "shopping cart" page. You can take a variety of approaches to monitoring this ease of your site. In addition to watching what keywords and keyphrases are most effective in encouraging customers to explore your site and make purchases, you can also look into which specific items are being searched most frequently. You can also try split testing by using different messages in your check out area, and seeing if different wordings can drive your customers to make further purchases.
3. Individual product pages. If a customer is viewing the page for a specific product, they're definitely interested, but the specific copy on this page can be an essential factor in motivating him or her to make the decision. Make sure that the copy used on your product pages is attention-grabbing, and use split testing to see which variations of a message get the best results. Long-term monitoring of the effects of product pages copy can bear considerable fruit both in increased sales and knowledge that can be applied in your Adwords ads.
4. Sales letters. The immediacy of sales letters makes them a valuable, time-tested marketing tactic, and these letters are another place where split testing can be used to your advantage. By sending out a variety of different sales letters to potential customers and monitoring which result in clickthroughs to product pages can help you to better tailor your message to your target audience, and likewise to create more appealing AdWords ads.
5. Email messages to customers. Any electronic messages you send to potential customers can be fine-tuned for greater effectiveness using split testing. Even if you don't send out a full newsletter, the tweaking of even autoresponder messages, and the subsequent monitoring for clickthroughs, can yield valuable information about how to attract a greater audience to your site.
Advertising with a Pay Per Click Program is a powerful technique that most online-businesses can use to find more customers. Creating quality Google Ads is one of the most important skills to have when using Pay Per Click Advertising - and there are several good training guides available online.
Split testing isn't simply for AdWord, however; the knowledge you obtain from split testing performed on just about any area of your site can be easily applied to the creation of effective AdWords, and help you develop a more advantageous online presence. As a springboard for your own ideas, here are five examples of areas in which split testing can be effective.
1. Your signup pages. Whether you have a newsletter signup box on your homepage, or are just collecting e-mail addresses for a free download, running a split test in this area can help you determine what types of freebies your visitors respond well to. The words and marketing copy you use in these areas can be manipulated to deliver different messages; when you've defined what the most effective messages are, it also becomes easier to insert these messages into a Google Adwords ad.
2. The shopping cart. When individuals are shopping online, you can learn a great deal from the way in which they behave on the "shopping cart" page. You can take a variety of approaches to monitoring this ease of your site. In addition to watching what keywords and keyphrases are most effective in encouraging customers to explore your site and make purchases, you can also look into which specific items are being searched most frequently. You can also try split testing by using different messages in your check out area, and seeing if different wordings can drive your customers to make further purchases.
3. Individual product pages. If a customer is viewing the page for a specific product, they're definitely interested, but the specific copy on this page can be an essential factor in motivating him or her to make the decision. Make sure that the copy used on your product pages is attention-grabbing, and use split testing to see which variations of a message get the best results. Long-term monitoring of the effects of product pages copy can bear considerable fruit both in increased sales and knowledge that can be applied in your Adwords ads.
4. Sales letters. The immediacy of sales letters makes them a valuable, time-tested marketing tactic, and these letters are another place where split testing can be used to your advantage. By sending out a variety of different sales letters to potential customers and monitoring which result in clickthroughs to product pages can help you to better tailor your message to your target audience, and likewise to create more appealing AdWords ads.
5. Email messages to customers. Any electronic messages you send to potential customers can be fine-tuned for greater effectiveness using split testing. Even if you don't send out a full newsletter, the tweaking of even autoresponder messages, and the subsequent monitoring for clickthroughs, can yield valuable information about how to attract a greater audience to your site.
Advertising with a Pay Per Click Program is a powerful technique that most online-businesses can use to find more customers. Creating quality Google Ads is one of the most important skills to have when using Pay Per Click Advertising - and there are several good training guides available online.
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