Sherwood and Johanna decide on the best search terms by using the search term suggestion tools mentioned earlier. Both aim for specific terms when possible (“french sailor shirts” vs. “french shirts;” “voga for sports” vs. “yoga”’) for higher conversion rates (the percentage of visitors that purchase) and lower cost-per-click (CPC). They aim also for second through fourth positioning, but no more than $.20 CPC. Sherwood will use Google’s free analytical tools to track “orders” and page abandonment rates— what percentage of visitors leave the site from which pages. Johanna will use www.wufoo.com to track e-mail sign-ups on this small testing scale 4 Cost to both: $0. Both Johanna and Sherwood design Adwords ads that focus on their differentiators. Each Google Adwords ad consists of a headline and then two lines of description, neither of which can exceed 35 characters. In Sherwood’s case, he creates five groups of 10 search terms each. The following are two of his ads. SAILOR SHIRTS FROM FRANCE SAILOR SHIRTS FROM FRANCE REAL FRENCH SAILOR SHIRTS French Quality, Shipped from U.S. French Quality, Shipped from U.S. Lifetime Guarantee! Lifetime Guarantee! www.shirtsfromfrance.com www.shirtsfromfrance.com Johanna creates the same five groups of 10 terms each and tests a number of ads, including these: YOGA FOR ROCK CLIMBERS YOGA FOR ROCK CLIMBERS DVD Used by 5.12 Climbers DVD Used by 5.12 Climbers Get Flexible Fast! Get Flexible Fast! www.yogaclimber.com www.yogaforsports.com Notice that these ads can be used to test not just headlines but guarantees, product names, and domain names. It’s as simple as creating several ads, rotated automatically by Google, that are identical except for the one variable to be tested. How do you think I determined the best title for this book? Both Sherwood and Johanna disable the feature on Google that serves only the best-performing ad. This is necessary to later compare the click-through rates from each and combine the best elements