Pay-per-click marketing is a fantastic way to engage in a targeted advertising campaign – this you probably already know. But what most people don’t think about is what a quick and cost-effective testing ground search engine marketing is.
For example, if you sell a product that has very little actual cost of production (such as an information product), there is a price point at which you would generate the most revenue. It’s probably not the lowest price you could charge, and it’s probably not the highest (although it could be). It’s probably somewhere in the middle. The difference between $49 and $59 could mean thousands in additional sales, but you have no idea what the right price point is until you test it.
That’s where ppc comes in extremely handy. In the old days (the 90’s) of direct marketing, you would have to conduct expensive sales letter campaigns to uncover such data. It took weeks and cost a considerable amount of money to run a split sales letter campaign to test two different offers. With pay-per-click, you can begin generating data today, and the cost can be as little or as much as you feel comfortable spending to find out what you need to know.
Here’s how to do it:
1. Set up an ad campaign in your favorite search engine.
2. Run two or more ads for each ad group, with each ad linking to a landing page with a different offer.
3. Within a week, if your product and landing page copy is decent, you should make some sales.
4. Compare the revenue generated by each landing page. The one that generates the most revenue is probably the optimal offer.
You may want to run the test campaign for more than a week. The more data you have, the more confident you can be in your results.
This procedure can be used for any product or service.