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Antonio Confessore

When it comes to testing and experimentation, there's always a risk-reward scenario to play out. You could go with what you know and what feels comfortable -- or you could try something new and see how it fares. It could really pay off, but it could also flop. If you're responsible for cooking a big Thanksgiving feast this week, you may feel that lots of experimentation is clearly not worth the risk. When you think about your approach to marketing in 2010 however, testing and experimentation should be key elements.

With digital marketing, testing is a low-cost, fast way to learn. The ability to start, stop, or change your approach is easy and actually applying what you learn -- so you can capture the greatest opportunity -- can happen very quickly.

When you market online, the cycle of launching, measuring, and optimizing happens quickly and continuously. The more nimbly you manage this cycle, the stronger your results will be. Don't be afraid to try and possibly fail -- whether you're testing a new creative message, a new communication platform, a new promotion, or another strategy. The long term benefits of successful testing can quickly and easily outweigh the short term costs.

Brett Keller, CMO of Priceline.com, echoes these thoughts on the value of experimentation.

Here are a few testing ideas to apply in 2010:

1. UseWebsite Optimizer to test content (e.g. headline, copy, images) or design alternatives for your landing page. This tool will help you quickly identify and implement the combinations that drive most conversions.
2. Use YouTube as a focus group. Beyond monitoring views, ratings, and comments, use YouTube Insight to learn what's resonating, and where. Based on what you learn, invest in your 'winning' content by driving traffic via sponsored videos, altering your associated messaging in search campaigns, and ramping up geo-targeting in the areas where your video over-indexes in popularity. You may even consider testing that video as a TV spot (e.g. via Google TV Ads).
3. If you're not yet using display ads, commit to testing them. Use Display Ad Builder to build display, rich media, and video ads in minutes by incorporating your own text, images, and logo into one of our professionally designed templates. This allows you to test a creative message and learn what is working before investing in a deeper level of creative support.

Posted by Dan Friedman, Inside AdWords crew



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