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June 07, 2007

"PPC Advertising as a Marketing Intelligence Tool" published as

Writing about web page http://www.themarketingleaders.com/articles/june07/magazine.html

Back at the Christmas break I wrote an article for The Marketing Leaders magazine that was published yesterday.

The editor has clearly done a good job in presenting it and even enhanced my web mugshot.

The words and flow are all still mine but it was interesting that the ‘link title’ and additional line, below, were all new;

Sensing customers with pay-per-click advertising
How can PPC be used to increase the effectiveness of your online advertising, and bring in sales and leads and a return on investment?

Should I be upset? Well Graham Jarvis, the Editor, knows his audience and clearly thinks that this is a better advert for the article.

So I wouldn’t argue with him.
But in the theme of the article; What about two versions of an e-Newsletter and split testing?


November 20, 2006

To research the use of Google Adwords as a market intelligence gathering tool

Writing about web page https://adwords.google.com/select/Login

Pay-per-click, search targeted, advertising such as Google Adwords has become an effective, responsive and controllable route to market.

Some recent examples have seen Google Adwords where there was no product to sell. That is to guaranteed a loss on the exercise but the loss can be limited and can test ideas for a lot less than traditional market research methods.

You can test market a product that does not exist yet. If it existed would anyone be interested? Here a white paper can be presented with the solution. How many people click, download, and get in touch?

You can test different title ideas for a book. This is very analogous to the act of browsing a bookstore. Does the Adwords headline attract a click, would the reader look at the flysheet?

One idea you can test for a real business, Vintage Paints, would be test the demand for thirties to fifties cracked or marbled paint finishes. This company is developing these traditional materials but inproved to comply with 21st century environmental and safety standards.

The questions, above, are taken from one of my WMG MSc projects and will be tackled by Szu-Ting Tseng, a student from Taiwan.

The WMCCM students will all have access to project spaces on our portal, http://www.wmccm.co.uk/WMCCM/DesktopDefault.aspx?tabindex=5&tabid=21 and this can be an opportunity for them to network with fellow students following related projects.


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