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Paid-Search Tests That Don't Work

Don't run paid-search tests. Ever think about reading those words from Melissa Mackey? Well, that's not exactly what she means. Testing ad formats, landing pages and ad extensions is great, but don't test too many things at once. Testing too many changes at once can obscure, hide or mask the real features driving traffic and converting pages from others. Mackey provides details on the one of the biggest mistakes that novice paid-search managers make, and the ways that paid-search tests can backfire.

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