Never Make a Mistake Again by Using Google Adwords

I wonder how many times in business or in the literature world have marketing managers regretted a fundamental decision on for example a product name, a book title, an important sales page.

When we are immersed in our own world where priorities and project decisions are made without doing required market research we make quick decisions which turn out to be mistakes costly or maybe impossible to rectify.

Google Adwords makes it possible to quickly and unequivocally test virtually anything and get results few can argue with.

This is how you do market research for a very low cost using Adwords…

1. Let’s say you want a name for a new Golf Book guaranteed to improve your golf swing and you have got 3 options and you’re not sure which will be best. For the sake of this paper lets assume the 3 possible book titles are "How to Swing Further", "How to Swing For Success" and "How to Drive Further"
2. First of all gather as many keywords as you can relevant to topic you want to test. Make this research quite broad but it should definitely target the golfer. Refer to this paper for more detailed discussion on harvesting keywords
3. Write 3 different ads for use in a Google Adwords campaign. Use the following format and make sure you use the exact words of the title in the headline:

Ad Number 1

How to Swing Further

Perfect Your Golf Swing Today.

Get a Lower Handicap. Only $20

www.golfswinger.com/swingfurther

Ad Number 2

How to Swing for Success

Perfect Your Golf Swing Today.

Get a Lower Handicap. Only $20

www.golfswinger.com/swingfurther

Ad Number 3

How to Drive Further

Perfect Your Golf Swing Today.

Get a Lower Handicap. Only $20

www.golfswinger.com/swingfurther

Now these might not be the best ads ever written but for this explantion it doesn’t matter.

Notice there is only 1 thing different between each of the 3 ads… the Headline. Each ad contains one of the 3 possible name options. Everything else is constant.

You now set up an Adwords campaign and you deliberately tell Google to run each of the 3 ads in rotation so that each one gets exactly the same exposure.

You let the ads run until you have at least 30 clicks for any one ad. More is better.

Once one of the ads has reached 30 clicks compare the click through rates for all 3 ads. For example

How to Swing Further…. CTR = 1.93%

How to Swing for Success…. CTR = 4.28%

How to Drive Further…. CTR = 1.07%

The one getting the highest click through rate (CTR), in this case How to Swing for Success…. CTR = 4.28%, is probably the best title choice with a confidence limit of about 95%.

This simple technique can be reliably used to get quick accurate feedback from potential customers who would have a specific interest in the product offered.