How to Use Ad Creative as Part of a Multivariate Test – Portent President Published on DMNews

September 8, 2008

Ian Lurie, CEO of Portent Interactive was recently published on DM News. The article titled, “How to Use Ad Creative as Part of a Multivariate Test,” explains how to get the best results from multivariate testing.

With multivariate testing, search marketers can test many aspects of a system at the same time. Multivariate testing made it into the mainstream with tools like Google Website Optimizer and Widemile’s Page Optimizer. These tools simplify once complicated tests, but as Lurie explains, search marketers aren’t using the tools to their full advantage.

Instead of focusing on both the ads and the landing pages, search marketers treat the ads as a separate test. According to Lurie, that’s a no-no. He explains how to include the ad creative and the landing pages in the same multivariate test.

Why bother?

“You’ll learn more, generate better results and leave fewer customers waiting at your doorstep.”

Read the full article at
DMNews.