Pay Per Click: Your Online Testing Platform
Many businesses won't find AdWords an effective lead generation or customer creation medium. Sometimes the clicks are too expensive for a particular business model. Sometimes there's not enough traffic to make the effort worthwhile. And sometimes the competition has brand equity that can't be overcome with a 130-word ad.
Even in those situations, we still recommend that every business use AdWords for research and testing. Instead of trying to build a sustainable ROI–positive traffic flow, you can use AdWords to improve your website, focus your online marketing efforts on effective keywords, and discover how to attract and convert customers in other media that aren't so easily testable.
ROI stands for return on investment.
Throughout this book, we share examples of simple, quick, and inexpensive AdWords tests that enabled smart businesses to make very profitable decisions in other arenas.
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