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The New Rules of Lead Generation by David T. Scott

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Step 5: Test Your Campaign

Once again, I recommend a test period of one week for your ad campaign. Again, today’s ad-serving platforms offer highly detailed analytics that allow you to see the response rate to your ads on different websites. You can use these analytics to improve the performance of your ads and your campaign.

TESTING YOUR ADS AGAINST EACH OTHER

As with the other online lead-generation advertising tactics, you should test ads against each other to see which gets the best response. For example, if you have a “Buy for 50% off” ad and a “Buy one, get one free” ad, try putting each ad on five target sites to test which offer gets the higher CTR.

TESTING CONTENT SITES AND YOUR TARGET AUDIENCE

Also, you should test various content sites ...

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