Secrets of successful websites

Testing


One of the great benefits of one of the greatest innovations of Google – pay-per-click – is the ability to test, test and test again.  Everything, literally, can be tested and that is still rare in the advertising industry.  Although testing was introduced into advertising as long ago as 1923 by the legendary Claude Hopkins – he was the one who pioneered coupons in newspaper ads – the industry seems strangely reluctant to encompass too much testing.  Which makes you think.

There are two main testing methods:

1.    Google’s own built-in facility called split or A/B  testing.  Google allows you to try two ads simultaneously in that they will be displayed alternately.  The results of each are recorded and, after however many impressions you deem a proper experiment, you look at the results.  If A beats B then B is rejected and a new B is written and tested.  If B beats A, though, A is rejected, becomes the new A and a new B is written and tested.  This process can go on literally for ever.
2.    The process itself allows for instant testing of just about everything else.  Is the ROI better if ads are restricted to being shown only in the morning or is the evening better?  Do I get  better results if I go for a mid-page position or bid for the top spot?
Have you got a question for us?
Name:  
Email:  
Please tick to join our mailing list:
 
 
 
 
Please type the distorted characters into this box:


(not case sensitive)
 
Question:

(Because we use advanced website techniques we'll know from which page your question comes.)