"In eight years of operating an Internet business, I've learned that small changes can yield big results," notes Brent Crouch. He notes how he tested various changes in one of his Google AdWords
campaigns, including adding a related keyword to the Display URL -- "the url shown when an ad is displayed, but it has nothing to do with where the user is directed to when an ad is clicked" -- which
in one case more than triple conversion rates, but in another worked against conversions. These variations in words and scenarios make it important to test, test, test.
Crouch
points to processes marketers can use to test performance of the ad groups, providing visuals to demonstrate his points.
Read the whole story at Brent's Online Journal »
