Part V
Expanding and Leveraging Your Results
In this part …
Our absolute favorite thing about AdWords is how it can be used as an inexpensive and speedy test bed. As Frank Sinatra widely observed about AdWords, “If I can make it there, I'll make it anywhere.” This part reveals how AdWords can and should be the foundation of every marketing initiative, product launch, and start-up venture.
Chapter 14 explains how to continually improve your ads by running multiple ads simultaneously and showing the different versions randomly to Google searchers. We also cover the very cool AdWords Campaign Experiments feature.
Chapter 15 continues the split-testing theme by introducing you to Google's free Web Site Optimizer tool, which allows you to perform simple and robust split tests (in English: “really cool and powerful stuff”) to improve the performance of your website.
Chapter 16 covers a technique we pioneered: campaign cloning. It's an elegant and quick way to reward success with greater opportunity, and to divide markets into measurable segments so you can squeeze more profit from each segment.
Chapter 17 explores a feature so powerful that even if you never bid on a single keyword or placement, you could double or triple your website's effectiveness just with remarketing.
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