Test #1: Testing Domain Names In our first test, we wanted to identify the best domain name for a computer hardware retailer. After brainstorming a list of 34 potential domain names, we determined that these five had the most potential: TechSavings.com PCPavilion.com BuyTech.com ComputerHardwareDepot.com ComputerHardwareDirect.com We wanted to determine which of these domain names best “connects” with a buyer’s expectations. To do so, we utilized a feature of Google AdWords that allows you to rotate a number of ad variations. Each Google AdWords ad was identical other than the domain name listed in the ad. Each had the same copy, the same headline, and the same fifteen keywords. All five ads had the same maximum per-click bid ($0.31). Because all of the other elements were the same, we determined that the ad with the best click-through rate (CTR) would indicate the best domain name. Here are the results of that test: Domain Name Test Domain Name Max. CPC Avg. CPC Avg. Position CTR ComputerHardwareDepot.com $0.31 $0.23 2.7 0.6% BuyTech.com $0.31 $0.17 2.7 0.5% ComputerHardwareDirect.com $0.31 $0.16 3.3 0.3% TechSavings.com $0.31 $0.25 2.7 0.3% PCPavilion.com $0.31 $0.25 2.8 0.2% TOTAL $0.31 $0.22 2.8 0.4% What You Need To UNDERSTAND: ComputerHardwareDepot.com performed the best (0.6% CTR), followed closely by BuyTech.com (0.5% CTR). Because these ads had a higher CTR, they tended to maintain a higher average position for a lower average cost per click (CPC). The implications of this simple test are quite powerful. Using Google AdWords Select, a savvy marketing team can, in a sense, “see into the mind of the consumer.” They no longer have to rely on guesswork or “personal favorites” to try to predict which domain name will perform the best. KEY POINT: Personal opinions or intuitions about the best name are often wrong. There is no substitute for actual testing. In addition to domain names, you can successfully use Google AdWords to help you determine: The best names for a new product or service offering (see below). The best Unique Value Proposition (UVP) for your overall business. The most effective sales copy. In the balance of this report, we will focus on how to test product and service names to determine the name with the best market potential. Test #2: Testing Product Names In our second test, we wanted to determine Follow

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