Paid Search Testing & Experimentation 2008: Optimizing for Superior Results

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Speaker: Chris Sherman, Executive Editor, Search Engine Land
Event Date: July 10, 2008
Duration: 56 minutes

Testing and optimization offers multiple benefits: in addition to improving your bottom line, you’ll gain a leg up on the competition, as fully 60% of all search marketers aren’t doing any testing at all, and those that are testing often use simple, ineffective methods, according to JupiterResearch. More webcast info below…

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Webcast Details

Google has famously stated that all you need to get started with paid search is five minutes and a credit card. While that’s essentially true, to avoid wasting money and to achieve optimal results from your paid search campaign, you need to test, experiment, and test again.

Testing and optimization offers multiple benefits: in addition to improving your bottom line, you’ll gain a leg up on the competition, as fully 60% of all search marketers aren’t doing any testing at all, and those that are testing often use simple, ineffective methods, according to JupiterResearch.

Your approach to testing and optimizing a paid search campaign should be systematic and carefully planned. Key points that will be considered in this webcast include:

• What you should test and how much is too much?
• A/B vs. multivariate testing – which is right for you?
• The importance of audience segmentation and how to target different user needs
• Beyond ads: Optimizing the “landing experience”
• Why automated tools are key to this process

Check out more webcasts, white papers, e-books, news and more filed under Multivariate and A/B Testing, Paid Search, PPC Advertising, SMN Webcasts - On Demand, Webcasts with Chris Sherman.