Anne's SherpaBlog: Nifty Paid Search Test for You to Try Out

When I was interviewing Forrester Research's Claire Powell for our new Case Study (link below), she mentioned they have tested a way of coming up with keywords for Google AdWords:

Instead of just putting ads under obvious terms that describe Forrester's services, Powell's team is trying newsy phrases - such as bits of quotes and headlines that are top of mind for their prospects.

For example, when the Harvard Business Review published a high- profile story entitled "IT Doesn't Matter", Forrester's team tested paid ads using that exact phrase, as well as its opposite, "IT Does Matter".

Claire told me, "For these very specific phrases, the impressions we get are extremely low, but the clickthroughs got up to 10- 15%."

Every search expert I know says that often the best keywords are the niche ones. So this is definitely a tip worth testing. Let me know how it goes for you.

Thanks for your support,

Anne

Anne Holland - Publisher
MarketingSherpa

P.S. As always, our Case Studies and articles are open access for about 10 days. Then they go into SherpaLibrary where you can research for a small fee. The links always remain the same.
http://www.SherpaStore.com

CASE STUDIES

#2. Forrester Tests Multi-part DM Campaign and Google AdWords to Promote Consulting Services

Forrester Research's marketing department shares their own campaign results in this exclusive MarketingSherpa Case Study.

Learn how they grew marketplace awareness of their new consulting offerings 0%-51% in just six months with a clever multi-part, personalized DM campaign. Plus, hear about their Google test results:
http://www.marketingsherpa.com/sample.cfm?contentID=2582
(Open access until Feb 6th)

#3. Gift Site Tweaks Design to Raise Sales Conversions from 4.56% to 7.16%

If your e-retail site shows more than two-pages of results for any search or navigational link, watch out! According to the data from this new Case Study, only 75% of online shoppers click to results page two, and a tiny fraction of that bother with page three.

Also includes shopping cart abandonment reduction tactics, plus a creative sample of a "pop-after" coupon that raises sales 20%:
http://www.marketingsherpa.com/sample.cfm?contentID=2581
(Open access until Feb 9th)

#4. Online CPA Ads Sell More Books Than DRTV for Matthew Lesko

Over the past 20 years Matthew Lesko's become infamous on TV as that guy in the crazy question-mark suit yelling excitedly about all the cash the US government is giving away to help you start a business, pay for college, etc. All you have to do is buy one of his 150-different books to learn more.

He's tested other marketing channels -- especially postal DM -- without significant success ... until now. Turns out online CPA advertising is the killer app. Find how what works, and how to copy Lesko's success:
http://www.marketingsherpa.com/sample.cfm?contentID=2580
(Open until Feb 5th)

PRACTICAL KNOW-HOW

#5. Survey Results Part II: Net Marketers Reveal Safest Tactics vs What They Yearn to Test

What's the safest way you can spend your e-marketing budget for 2004? We surveyed 290 of the biggest marketers to learn what they'd invest in to maximize results.

Plus, we also asked "What would you spend $100k on if your CEO told you to 'Test something new'?" The results were surprising:
http://www.marketingsherpa.com/sample.cfm?contentID=2579
(Open access until 2/05)

#6. How to Become Chief Marketing Officer for a Consumer Packaged Goods Firm: 7 Tips from Schwan's CMO

In our exclusive interview, Michael Ziebell explains how he rose from Marketing Assistant to CMO for The Schwan Food Company over the past 22 years, and what you can learn from his ascent -- especially how to move from brand manager to upper management. Includes tips on getting noticed by the CEO, and how interdepartmental projects can propel your career:
http://www.marketingsherpa.com/sample.cfm?contentID=2583
(Open access = permanent)

#7. PR Interview: Tanya Vinas, Managing Editor Industry Week

200,000 manufacturing executives from mid-large firms get Industry Week magazine, and another 100,000+ surf the site every month. Want your news to reach them? We interviewed Managing Editor Tonya Vinas to find out how you should pitch coverage ideas, and what her PR pet peeves are:
http://www.marketingsherpa.com/sample.cfm?contentID=2577
(Open access until 2/2/04)

#8. Help Wanteds: 10 New Jobs & 2 New Seekers

This week's new postings include marketing positions at Kimberly Clark, Return Path, Horizon Publishing and MediaLive International. Plus, learn how to post your own opening (complimentary service):
http://www.marketingsherpa.com/sample.cfm?contentID=2522
(Open access = permanent)

#9. New Book Contest: Super Bowl Ads - Enter Today

Just in time for Super Bowl Sunday, here's one of our most fun book contests ever:

'The Super Bowl of Advertising: How the Commercial Won the Game' profiles dozens of the best ads to ever run during the Super Bowl. Packed with glorious color photos of ads, this new hardcover book analyzes and profiles these trend-setting, budget- breaking and always memorable slices of TV ad history.

Author Bernice Kanner has generously donated 5 copies to give away - enter your name now at:
http://www.surveymonkey.com/s.asp?u=93070279812
(Contest ends 2/5/04, midnight)