More proof to test your headlines religiously

Those who have been in direct response already know this, but for the uninitiated, heed this advice: You should spend as much time on your headlines as you do on other creative elements … maybe more! Below is a terrific example. It’s an A/B test where the only difference in these two pay-per-click (PPC) ads …

PPC landing pages start talking at the 200th click

There’s a trick to conducting pay-per-click (PPC) campaigns on a shoestring. Larger campaigns buy popular keyword phrases. They consequently generate a torrent of clicks. Smaller campaigns, on the other hand, must make similar decisions success using a comparative trickle of data. So how do small-time marketers know when they have enough information to make reliable …

Online display ads prompt more searches and lift conversions

A recent study reported in eMarketer (results graphic below) shows a surprising boost in organic searches when consumers are exposed to an online display ad. What is especially interesting is the variation by industry: (Could it be that display ads in certain industries are more effective than others? I’m guessing that’s at least part of …

Are widgets today’s ad specialties?

In a prior life I worked in direct response. My clients were mostly healthcare organizations — hospitals, physician groups and health plans. They used magnets. Lots of them. Not in their MRI devices, mind you. I worked with healthcare marketing departments. No, these were refrigerator magnets. Magnets such as these: Not very sexy, huh? Believe …

Americhip understands that a hands-on audience is an engaged audience

You’d think, the way I gush over Americhip’s products, that I have a stake in their success. I don’t, and in fact I feel like publicizing their innovations can inspire others to try and top them. Once again, I feel like their competition really has their work cut out for them. I’ve written before about the still mostly mysterious phenomenon of …