Another great case study from marketing sherpa. The key take-away from this study of CyberTrader's approach to buying PPC ads is: No pain, no gain. Don't buy AdWords or Yahoo SMS ads unless you have done a lot of homework.

What they found:

• Dayparting and week-parting tests didn't make a bit of difference.
• Tweaking copy in search ads really does pay off: a slogan test winner resulted in 15% more conversions.
• If you rely on the search engine to choose which terms get displayed more, they'll invariably pick the term that gets the highest clicks ... not the highest ROI. So you have to manage this yourself.

¶ 8/01/2005