Analytics

Coming up with eye-catching PPC headlines can make or break an Adwords PPC campaign. If your headline doesn’t pull the reader in to click your PPC text ad, you might as well save your money and enjoy the silence of an empty website. That is why experienced PPC marketers get paid the big bucks to craft enticing ad copy consisting of only a few dozen words.

What if you don’t currently have that kind of experience to get inside your customer’s head to know what will motivate them to click on your advertisement? Harness the collective experience of the public on Twitter to help you decide what headlines will work best for you. The micro-blogging format of Twitter is similar to PPC headlines in that you have a very limited amount of space to get your point across. No other medium requires the economy of brevity that Twitter does except PPC.

So how can you use Twitter to conduct an A/B test of two different headlines?

  1. Select fresh content. The process is to tweet links to the same content using two different headlines. Using existing content you have already tweeted may irritate some of your followers by the time they get the same content the fourth or fifth time.
  2. Craft two distinct headlines. You can test two completely different headlines of varying lengths or change only one or two words if you have a killer headline already in mind.
  3. Create two different short URLs to the same content from step 1 using your favorite URL shortener that includes analytics. If your shortener doesn’t provide analytics, use the Google URL Builder and Google Analytics to track the clicks each headline receives.
  4. Tweet headline A using one of the short URLs created and wait 12-24 hours.
  5. Tweet headline B using the other short URL. I prefer to tweet both headlines in the morning, one day apart. If you tweet them close in time together, you really will start to lose followers for spamming your list, so be aware.
  6. Watch your analytics for the next few days until a winner can be declared from which gets the most clicks. Depending on the number of followers and the amount of activity and interest you command it may take several days to a week to receive enough clicks to either one to reach statistical significance.

While this method isn’t a perfect solution for split testing headlines, it is a quick hack to get valuable feedback from hundreds of real people.

The cost? Fifteen minutes of your time.

The benefit? Real savings of your PPC budget.

If your Twitter followers are targeted to similar keywords as your PPC campaigns you should get more accurate results.

Post image for Ecommerce Metrics

The only metric that matters in business is dollars in the bank. Everything else is secondary. How often do we check this figure to gauge how well we are doing? We use it to tell us how successful, proud or unhappy we should be with ourselves.

What are some of these secondary metrics?

Click Through Rate
CTR = Number of clicks a link or ad receives / Number of views

Conversion Rate
CR = Total Visitors / Total Conversions
Usually used in conjunction with a specific segment of traffic such as PPC or email marketing.

Visitor Value
VV = Total Visitors / Total Income

You’ll see a lot more metrics reported and discussed but these are the most powerful to get a basic understanding of initially. Get an overview of the forest before you start picking out individual trees.

Visitor value encompasses every other metric in such a way so that you could successfully manage a site based on this figure alone. Do something good brings more traffic and sales. As long as your VV is increasing you can be confident that your increased traffic is bringing in buyers too. With more traffic and a falling VV, you are probably bringing in the wrong kind of traffic.

On the other hand if your traffic is falling but your VV is rising, whatever you are doing is bringing in more buyers and less lookers. Keep it up.

Visitor value doesn’t give us much granularity especially if you are testing multiple aspects of the same site. There is no accurate way to tell which specific change is responsible for the increased VV.
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SEO For Online Writing

October 26, 2010

Ever wondered how a non-native English speaker from halfway around the world could make a ton of sales from his articles while an American who’s just finished college with an English major hardly makes any conversions? The truth is scary. Good writing, as you know it, may be dead. So far as online writing is […]

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