Most adwords and ppc marketers think of ebooks and MP3s when they consider information marketing. They’ve been sold on the high margin, zero cost of goods, automated dream of the information marketing world. But this neglects the broader purpose, and true value of information marketing in adwords, and across all PPC applications.
Earlier today I introduced you to www.SuperSplitTester.com … the free utility which does the math to help you stop choosing the WRONG ads in your adwords split tests and helps you choose the one which makes you the most money PER IMPRESSION.
I wanted to explain in more detail. Here’s the thing:
Google has everybody focused on Click Through Rate (CTR). You can also see conversion … for example, when split testing two ads, you can see which one gets a better CTR, and which one gets a better conversion rate
But CTR + CONVERSION individually don’t give you the right information to make your critical split testing decisions.
You might be surprised to note that Google isn’t really pricing their traffic according to Click Through Rates, even though that’s how you pay for it**
All they have to SELL you is SPACE (impressions) … so they’re doing the math behind the scenes to figure out how much money they make PER IMPRESSION
Doesn’t it make sense to you that if that’s how Google is selling you the ad space (according to how much they’ll make per impression), that’s the same number you should be looking at?
Sorry if I confused anyone earlier … this is what I was getting at.
** Note: no one really knows exactly how Google prices their traffic. This is a (strongly) educated guess based upon information available in their learning center and I’m only representing it as my personal opinion. (So Larry, Sergey, please don’t send your “Uncle Charlie” to my house OK?)