A Simple Way to Test New Promotions

Unlike most forms of traditional marketing, or search engine optimization, paid listings allow you to test promotional concepts quickly and inexpensively. You can buy new keywords and replace your ad listing copy every hour , day, week, or month.

It's impossible to change your print ad in a magazine during the time it's in circulation. If the ad doesn't work, you're stuck with it for a while. Even if you don't like the listing that search engines have chosen for your web page based on how it's optimized, once you redesign your page you'll wait for the search engines to re-spider it, which could take months.

What kind of promotions can you run in a paid search engine listing? Anything you want, really. Here are a few ideas:

• Unveiling of a product or service

• Change of a product or service feature, benefit, solution, or price

• Expanded geographic areas of business

• Specialized industry focus

• Limited-time discounts and offers

• Seasonal promotions or items

• Refer-a-friend or reward programs

• New partnerships or clients

Your promotion can sell a product or service. Or, it can invite the public to your site for free information, strengthening your status as an educational resource in a given field.