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    The 4-Hour Workweek1

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    This document discusses testing different advertisement headlines, guarantees, product names, and domain names to determine the best performing ad variants. It explains how Johanna created different ad variants with one variable changed each time, such as the headline, and tested their click-through rates without Google only serving the best ads. The goal is to find the highest performing combination of elements to create the final ad.

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    The 4-Hour Workweek1

    Uploaded by

    L
    5 views1 page
    This document discusses testing different advertisement headlines, guarantees, product names, and domain names to determine the best performing ad variants. It explains how Johanna created different ad variants with one variable changed each time, such as the headline, and tested their click-through rates without Google only serving the best ads. The goal is to find the highest performing combination of elements to create the final ad.

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    This document discusses testing different advertisement headlines, guarantees, product names, and domain names to determine the best performing ad variants. It explains how Johanna created different ad variants with one variable changed each time, such as the headline, and tested their click-through rates without Google only serving the best ads. The goal is to find the highest performing combination of elements to create the final ad.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    5 views1 page

    The 4-Hour Workweek1

    Uploaded by

    L
    This document discusses testing different advertisement headlines, guarantees, product names, and domain names to determine the best performing ad variants. It explains how Johanna created different ad variants with one variable changed each time, such as the headline, and tested their click-through rates without Google only serving the best ads. The goal is to find the highest performing combination of elements to create the final ad.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    SAILOR

    SHIRTS FROM FRANCE

    Johanna creates the same five groups of 10 terms each and tests a
    number of ads, including these:

    Notice that these ads can be used to test not just headlines but
    guarantees, product names, and domain names. It’s as simple as
    creating several ads, rotated automatically by Google, that are
    identical except for the one variable to be tested. How do you think I
    determined the best title for this book?
    Both Sherwood and Johanna disable the feature on Google that
    serves only the best-performing ad. This is necessary to later compare
    the click-through rates from each and combine the best elements
    (headline, domain name, and body text) into a final ad.
    Last but not least, ensure that the ads don’t trick prospects into
    visiting the site. The product offer should be clear. Our goal is
    qualified traffic, so we do not want to offer something “free” or
    otherwise attract window shoppers or the curious who are unlikely to
    buy.
    Cost to both: $50 or less per day x 5 days = $250.45
    Investing or Divesting
    Five days later, it’s time to tally the results.
    What can we consider a “good” click-through and conversion rate?
    This is where the math can be deceiving. If we’re selling a $10,000
    abominable snowman suit with an 80% profit margin, we obviously
    need a much lower conversion rate than someone who is selling a $50

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