http://payperclickjournal.com/prevent-optimization-errors/12/12/2008/ Thu, 18 Mar 2010 21:50:02 +0000 hourly 1 http://payperclickjournal.com/prevent-optimization-errors/12/12/2008/comment-page-1/#comment-1658 Scott Brinker Sat, 13 Dec 2008 12:28:52 +0000 http://payperclickjournal.com/?p=861#comment-1658 Thanks for the mention of my post ("optimizing yourself out of a brand"). I agree with you: testing is probably the single greatest tool a marketer has to ferret out the answers to these questions. My only caveat is that a lot of times testing is viewed with a relatively narrow scope (i.e., a specific ad, or a specific landing page); particularly for long-cycle sales or brand building, the relevant scope of testing should be much broader. Thanks for the mention of my post (“optimizing yourself out of a brand”). I agree with you: testing is probably the single greatest tool a marketer has to ferret out the answers to these questions. My only caveat is that a lot of times testing is viewed with a relatively narrow scope (i.e., a specific ad, or a specific landing page); particularly for long-cycle sales or brand building, the relevant scope of testing should be much broader.

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