From the course: Entrepreneurship: Finding and Testing Your Business Idea

Test 3: Micro pay-per-click

From the course: Entrepreneurship: Finding and Testing Your Business Idea

Test 3: Micro pay-per-click

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- For just a bit more money, but a little bit less effort, you can use small pay-per-click tests. This micro pay-per-click test is my personal favorite because it gives you hard data. And my favorite outlet for doing this is social media, such as LinkedIn or Facebook. Why do I like that? Because it's a more targeted approach. We can specify lots of details about the demographics, where they came from, what they're interested in. You can also use search pay-per-click, such as Google. The problem with this is that there's a lot of bias already built into the process, because people are already searching for the thing that you're advertising about. I prefer social media because you're sort of interrupting people in the normal flow of their day. Now first, we need the ad offer, something that's enticing to people, such as get a coupon for 10% off or get information about this product or service. Also, you want to use different headlines and test them against each other. Let's say that you're going to run three different ads all with the same picture and all with the same text, but each of them have a different headline. This gives you a good head-to-head comparison. We can also track conversions, meaning that when someone goes to your landing page and puts in their email address, we can have a little bit of code on the thank you page that lets us know which was successful. The great thing about all these tests is it gives us so much real data and it gives us an impartial perspective about the success of your opportunity. By testing a few different headlines, we can accurately gauge the interest of your potential customers and whether or not they care enough to buy what it is you're selling.

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