September 1, 2016

AdWords for testing

I want to share an AdWords experiment I’m running.

You may know that I have been writing a book. The problem with writing a book is you get lost in production and make all sorts of assumptions. Not least about the title.

So, I’ve set up an AdWords experiment. The campaign is a basic display network campaign, targeting people interested in email marketing and marketing automation. Each ad has the same copy and a different headline, with the first headline as a possible book title.

The current book title, The Marketing Nurture System, has suffered a misfire. Apparently I forgot to include it in the original set-up. (Oops!)

AdWords book title testing

I am only looking to compare the click through rates of different book titles.

Once I have one or two statistically significant winners based on click through rate I’ll vary up the ad text to test different sub-titles.

AdWords is as much about learning as it is about conversions. Sometimes learning actually trumps conversions, because the more you learn the more conversions you’ll get later on.

If you’re outsourcing your AdWords to an agency and not reviewing the data with them on a regular basis you are missing part of the puzzle. A good agency should be able to tell you what is working and what is not. And you must have access to your own data.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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