May 24, 2007
Tip of the Week: Testing online promotions
 
Experiment with words and phrases for banner ads, e-mail promotions and search engine terms. Sometimes just changing one word can significantly increase the effectiveness. “You learn from your tests what works and what doesn’t work,” says Matt McGowan, Vice President of Marketing, ClickZ Events. “It’s amazing what changing one word in an ad or in paid search can do. It can mean the difference between a .001 percent and a .5 percent click-through rate.” To learn more about this topic, see Measuring your online campaign in the May 2007 issue of EXPO.