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Tag Archives: adwords

Robin Sloan escreve um dos sites mais fodas que tem por aí, SnarkMarket, que descobri via Noah. A última do cara envolve a KickStart, uma empresa com uma premissa foda.  Pesquisem sobre pois eu tenho mais o que fazer do que ficar dando link na boquinha de vagabundo. Adiante.

Deixemos que o Robin explique:

In this book, I’m trying to craft a central character with some of that same iconic strangeness that makes Sherlock Holmes so appealing. There’s a lot that goes into that, but for now, focus on the name. Sherlock Holmes. It leaves an indelible mark on the brain.

So, I have a name in mind for this character, and I was looking for a meaningful way to test it out—without giving it away.

That’s where AdWords comes in.

Here’s what I did:

Created a campaign attached to a bundle of search terms: mystery, detective story, sherlock holmes, noir, and more like those.

Came up with a whole set of names, basically wide variations on a theme. One was my original pick, but I liked all of them. Then, I created an ad for each one, all with the same body text but each with a different name swapped in for the headline.

Allocated a small budget ($40, to be exact) and kicked off the campaign. And wow there are a lot of people searching for stuff on Google. Over the span of 24 hours, my ads made about 100,000 impressions.

robin

Conclui-se da imagem o seguinte:

The four names at the top all did about the same. I wouldn’t choose a name with an 0.23% click-through rate over a name with an 0.20% just because of that measly 0.03 margin.

But the 0.07% at the bottom? I think there’s real signal there. As it happens, the name at 0.07% was one I really liked—but it didn’t make the cut. Alas.

My original idea—the name I came into the exercise with—is the one at 0.21%. So basically, I see this as validation: The name works. People don’t see it and go “ew” or “meh.”

Quando nego falar que a internet é o melhor focus group que tem, leve muito a sério. Mas não leve os focus groups a sério demais.

Robin conclui:

But okay, I’ll be honest. This was mostly just an excuse to try a new tool. Any nerd will tell you that tools can provide their own intrinsic rewards. There’s an aspect of exploration to it, too: you’re pressing out into new tool-territory, learning about what you can and can’t do.