Using AdWords to Test Your UVP in 5 StepsAugust 27th, 2012 at 12:00 am by Ereika
Understanding how your value proposition drives conversions is essential to building out a successful messaging campaign. However, testing multiple aspects of your value proposition via webpage and collateral messaging can quickly get expensive and complicated. Fortunately, there’s an easier way – AdWords. By setting up ads with different variations of your UVP, you can quickly gauge customer interest by tracking the click-through rates of each ad. Here’s how to do it in 5 steps:
Step 1 – Determine the areas of your UVP to test
A good place to start is looking at your benefits and how your solution stands out from the competition on the basis of those benefits. The goal is to determine which benefits/messaging the customer deems most important, and therefore the best way to position your UVP. You’ll need at least two for A/B testing purposes, but no more than five, in order to keep the test manageable.
Step 2 – Develop an offer for each area
This can actually be the same offer, framed in different ways based upon the benefits. A free trial, free sample, a consultation, whitepaper, ebook or other offers can work well. The most important consideration is to make sure that the offer is uniquely tailored to the value proposition you want to explore.
Step 3 – Create ad groups for each offer
Tailor your ad messaging to match the value proposition you are trying to measure. For example, if your company’s value proposition is tied to your experience in your field, your ad might mention how many years you’ve been in business, certifications, or other concrete statements around the experience level your company brings to the table.
Step 4 – Create landing pages for each offer
These landing pages should elaborate on the messaging in the ads, and direct visitors to take advantage of the offer you created in step 2. Landing pages for each of the separate offers should be the same visually, but use very different wording to express the different value propositions in order to track conversions based on messaging only.
Step 5 – Measure conversions and qualified leads
When you set up your AdWords campaign, use equal spend and budgets to get the same level of exposure. The click-through and conversion rates will tell you which messaging is most popular with your target audience.
Once you have an understanding of what kind of messaging drives the most qualified leads, you can use the results you get from your AdWords campaign to your other inbound marketing channels. This will result in better customer experience, higher conversions, and greater revenue.