If you want to reach your potential in the landing page optimization world, follow these seven steps.
In the landing page optimization world, only a small elite reach peak performance. Those are the multitalented practitioners who have the good fortune of being fueled with data from a decade's worth of testing, and who excel above the pack at sussing out the patterns that matter. From there, they relentlessly follow that logic in every test. (Beyond that, there is the potential for lucky accidents that lead to successful genetic mutations.)
No one has ever died from a mediocre landing page or text ad. But to borrow from Seth Godin via Charles Darwin: in business, mere survival is not enough. Let's live larger.
Testing tiny text ads for superior performance is similar in some ways to testing landing pages. Anyone can play. A small elite "test to win."
So, if I may borrow some terminology from Tim Ash: there are some things you absolutely must not do here ("Seven Deadly Sins"). But let's flip that on its head: pursue these "Seven Heavenly Virtues" of paid search ad copy:
If you fail to pay attention to these sometimes-esoteric factors, it's just possible that you may make a living and achieve happy mediocrity -- but you'll surely never reach AdWords Heaven.
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Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
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