26 Dec '12, 9pm

A/B Testing From Search To Conversion

A/B Testing From Search To Conversion

As I mentioned in a previous post , search marketers should work on finding the middle ground between a high CTR (appealing ads) and a high conversion rate (qualified traffic). This process is trickier than it seems because of the inverse relationship between those two metrics. In this article, I’ll share a couple of thoughts which I hope you’ll find helpful when testing multiple ad copy and landing pages for your PPC program. Get Your Campaign & Ad Group Ready Once you have a fairly mature keyword list, you should be able to easily identify those top cost keywords with a Quality Score lower than 7/10. From my experience, 7/10 is definitely decent for non-branded keywords, while anything below 7 usually results in greater CPCs and greater first-page bid estimates. By top cost keywords, I basically mean generic keywords – those guys where any slight Quality Score improvemen...

Full article: http://searchengineland.com/ab-testing-from-search-to-con...

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