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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 35. Test or die: Tune your Google ad campaign

We can all learn from direct marketers. They’ve dealt with ROI-based marketing for years. Old-school catalogers might not yet grasp all the nuances of search engine marketing (SEM), but they do deal daily with maximizing ROI and profit from scarce resources (external mailing lists or internal customer lists). Catalog marketers deal with the scarcity of valuable customer lists or rental lists through testing. They always test new lists, new creative, new prices, and new offers. Several catalog marketers shared with me recently that, depending on the season, they might allocate anywhere from 10 to 45% of their media and creative budgets to tests.

It might seem like a risk to allocate ...

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