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By Greg DiFalco
2. Expand Your Budget for Existing Paid Advertising Accounts
By this time, you must know what advertising sources are driving sales to your business. Or, even if you haven’t effectively implemented proper tracking, you might at least have some idea about what is and isn’t working. So, it is time to expand your budget on the existing sources. If tracking is properly installed, then it should be relatively simple to determine where to allocate the increased budget.
If your existing accounts are Google AdWords or Yahoo Search Marketing, for example, make sure to generate multiple ad variations so that you can test multiple messages. For example, if you’re running a free shipping offer, mention that in one ad variation, and exclude it from another. Then, over the course of a few days, you can see which one produces better, and if it makes sense to continue the free shipping offer.
So it’s OK to test different things in your existing paid advertising accounts.
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