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The Clicks Will Tell You
Red Door Interactive's president explains how to develop a creative messaging testing platform using pay-per-click search engine advertising.
iMedia Connection
Reid Carr
One of the predominant questions in advertising is whether or not the message will appropriately affect its intended target. Ads need to drive traffic, sales, leads, brand awareness or all of the above. If the ad's messaging is off, then the results will be off.
Agencies and marketers spend months (and substantial budgets) testing, asking questions, and conducting focus groups in an effort to make sure that the money they spend on advertising will be a well-returned investment. Those agencies and marketers that decide to "wing it" and not spend the time or money to test their advertising will wait to see the results of the ad to learn whether or not their gamble paid off.
There is a happy medium available to any marketer that is willing to blend the benefits of the web with the intended reach of their offline promotions.
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