Proper testing and tracking can give you most accurate and reliable answers to virtually any marketing question that arises. You can then make important marketing decisions based on facts, instead of theory or guesswork.

Online Testing Strategies

In a nutshell, online testing involves keying each different test variable with a unique identifying code (so each desired response can be tracked to its source), running test campaign, keeping records, and tabulating and comparing results. The winning variable then becomes control, or bench mark, which future ones are measured against. Let’s look at testing in more detail...

Scientific testing involves following steps:

1) Determining which element(s) of an ad or marketing communication that you want to test. (Tip: It's usually best to test only one variable at a time.)

2) Creating test ad(s).

3) Keying each ad with a unique tracking code.

4) Keeping good, accurate test records.

5) Running test campaign.

6) Tracking and comparing results to determine which test variable is winner.

7) Repeating cycle, constantly attempting to beat your existing control.

Keying ads and tracking responses online can be done in a variety of ways. For accuracy, be sure to use a unique tracking code for each different test variable and keep accurate records. The tracking method used will vary based on your circumstances and type of response you want.

Tracking Web Page Hits

If you have access to your log files or another way to track number of hits to your site, you can track hits to your web pages by placing a ? after URL used in each ad, followed by a unique tracking code. For instance:

Ad #1 could be keyed with this tracking code: http://ProfitInfo.com/catalog/v3.htm?1A

Ad #2 could be keyed with this tracking code: http://ProfitInfo.com/catalog/v3.htm?1B

Links with 1A and 1B tracking codes in URL don’t adversely affect ability of visitors to access web pages in any way, but will show up in server log files.

Most articles and information on subject will lead you to use a service like position agent at bcentral, or another tool that will take a keyword from you and let you know how your site is doing in top engines under that keyword or keyword phrase. In most cases they only bring back results for top forty pages of top 7 engines.

This is a common practice by many and often times it leads to search engine frustration and lack of tracking. Many people fail to find their sites in worthy positioning and constantly rework and resubmit. This is very self defeating and can get you thrown out as a spammer.

People give up and move on to other ways of promoting their sites and leave hope of Front Page placement behind. Front Page search engine placement to them seems like a waste of time and is often compared to winning lottery.

I track a little differently. It is much more revealing than any of usually prescribed methods. It is my goal to help you see difference, between where you "can be found" and where you are "being found".

Trying to find out where you *can be* found is needle inthe haystack approach I outlined above. This involves hours of guessing at what you think possible keyword combinations are that you may be found under and submitting to position agents and waiting for a good results. The more indexes you build more time you can lose with these methods.