Jeff Talks On Testing Your Creatives

Testing Your Creatives

Testing Your Creatives

This time we will be talking about testing creatives. Creatives in this case refers to your ads, whether it's a banner ad, pay per click ad or CPV network ad. What I have found since I first started this in 2001 is that testing creatives is very important because it can greatly increase your click through rate.

If you are doing pay per click marketing, testing a different headline on Google can yield a 200 percent to 500 percent higher click through rate if you find a good ad. The way to do that is to incorporate the keyword into the headline. There are tools in the website that can do that for you automatically.

You can also get a bigger increase in traffic by putting the geographic location in the headline. For example, if a person needs legal help and lives in Bar Harbor, Maine he is likely to type "bar harbor attorney" in the Google search box. If your ad headline says "bar harbor attorney" or "bar harbor legal advice" instead of just "legal advice" then he is much more likely to click on it.

If you are doing banner buys, CPV networks or email drops there are scripts (we use Geomine) that can find out the person's IP address and will auto populate his location in the page. This simple script increases conversions like crazy.

Apart from the headline, the body text below it also needs to be tested and tweaked. When doing Google or Yahoo pay per click you have space for two statements and it's around 25 characters. You may want to put in the word "free" or a "..." at the end of a statement. I've tested using parenthesis in the headline or body text and it has increased click throughs. I am not sure why but it might be because it makes my ad look different from the others.

Tweak your ads a little bit and rotate them to find out how they perform. At one time I was paying just 25 percent of what my competitors were paying but I got tons and tons of traffic because I had ads that were very effective.

In any business where you advertise on the internet, you need to test headlines, body text and copy. You should be cycling different texts in text ads and graphics in banner ads to increase click throughs.

In short, my advice to you is to always be rotating, always be testing because there will always be something you can tweak to make it better than the last one.

by: JeffUsner

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