No 1 Solution for Growing Businesses

Do you spend hours planning email campaigns as a method to generate new business opportunities; only to find that they continuously deliver the same poor response rates?

You may start to think that you are wasting your time, but with a little bit of help you could be capitalising from one of the most lucrative forms of direct marketing. To do this, the answer is often to stop persevering with the same unsuccessful emails and simply start testing them!

Email testing has been a hot topic for marketers; and in my experience has been an effective and cost-free way to show how small alterations to your emails can have a surprising influence on their success.

The easiest way to start testing your emails is to run an A/B split test – divide your contact records into two even lists and send two slightly different versions of the same email to each. Features of your emails which you can begin testing are:
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Why set up conversion tracking?

Okay, you’ve set up your initial Adwords campaigns, and you’re up and running. You log in a week later, and find that your initial efforts appear to have been a roaring success – you’ve got a number of clicks on your ads and reasonable clickthrough rates. Unfortunately though, the cash register hasn’t been ringing – so what’s going wrong?

The first step is to make sure you are tracking conversions. Google allows you to add a script to your conversion pages, which recognises when a website visitor has taken an action valuable to your business, and tracks this back to a particular Google ad and keyword. That way, you get to see how well your ads are working in terms of real, revenue generating actions.
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Most businesses are aware of Google Adwords as a tool for getting paid traffic to your website. At ProspectSoft we put a lot of time and effort into our own adwords campaigns, and over the next few articles I’m going to share some of the top things we have learnt.

Tip 1 – Keep your search and content campaigns separate

When you create a new Adwords campaign, the default settings are to display your ads on both search and content networks. The search network is the side of Adwords most people are more familiar with, where your ads are displayed on the right hand side and at the top of the Google search results – when someone searches for a term you are looking to target.
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