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November 2009

Dear Colleague,

Promotions must always work as effectively as possible, if we are to increase marketing ROI. The best way to ensure effective promotions is to continually test everything including websites, online and print advertisements, and email campaigns.

Testing your online ads is particularly straightforward. You can show a pair of parallel test ads, over the same timeframe, to exactly the same size of audience. And then you can evaluate ad performance by click-through rates (CTR) and subsequent conversions as revealed by web analytics.

Advertising opportunities

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Testing
	The best way to improve conversions? Many companies dissatisfied with their conversion rates cite A/B testing as the best way to improve matters. More than half of all companies said it was highly valuable, with another 42% rating it as quite valuable. Read the full article here>>>
	Bad creative is a drag "When it comes to digital advertising, a lot of time is spent choosing Web sites, ad sizes, formats, targeting and other factors," says Ken Mallon, Dynamic Logic’s SVP of custom solutions. "But not enough time is spent producing and testing high quality ads." Read the full article here>>>
	Always test everything No matter how well your ads, emails and landing pages are performing, they can always do better. Continuous testing is the only way to ensure that campaigns are always improving. This means eternally running multiple variations of everything that matters to your lead funnel. Read the full article here>>>
	Advertising Testing: A/B Split Tests & Successful Split Testing Tips The classic advertising workout method is simple: it's called "split testing" or "A/B split testing." Essentially it's the process where you compare two alternative advertising treatments and retain the more effective one. Only comparing two executions at a time allows you to get a true picture of the effectiveness of each variable. Read the full article here>>>


News from ICIS Marketing Solutions
	Want to start running online split tests of your own? ICIS can help. Icis.com allows you to run a pair of test advertisements simultaneously. Each will be served to deliver an equal number of impressions. You’ll get a complete performance report once your campaign has run. To learn more about promoting your products and services on icis.com, contact us now at ww.icis.com/advertise-contacts


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