Product testing with google adwords PPC

Hi stefcom,

Be aware that some people may be interested in purchasing the ebook, however may not want to subscribe to your newsletter.

Don't look at your test data in aggregate. Setup your test to measure within segments, using variations, to find those key segment and variation combos that show where demand is the highest.

There are a number of metrics that help you to determine the demand for a product before it is released.

Here are some things you should be looking at:

1. Impressions -The number of impressions tells you how often people are searching for the keyword(s) you are testing.
2. CTR (Click-through-rate) - This metric tells you how many people are interested in your product as described in your ad text. Please bare in mind that you may need to write multiple ads, using different selling points in each ad, to find the most compelling value proposition. Some ads will likely have a higher CTR and you get a better indication by looking at the data from those optimized text ads.
3. Engagement Rates - Use a tool like Google analytics to measure how people behave after landing on your website. Provide at least one CTA (Call-To-Action) button to measure interest in purchasing the product. Make it look like a real "Buy Now" button so that you can accurately gage intent to purchase. Test various CTA's and price points to measure the relative strength of the demand. Higher users are willing to pay, the higher the relative demand.
4. Conversion Rates - for the purpose of measuring demand, users that click on the buy now button are indicating an interest in purchasing the product and is one of the most accurate metrics for measuring demand. On the page that users go to after clicking the "Buy Now" button explain that the product is in the pre-release phase and that registration is required to get a discount on the release date. Provide a target release date for users, this provides for a more successful launch, especially if you build up anticipation as launch date approaches.

By offering a discount for purchase, rather than a newsletter signup, you are measuring interest in the product rather than interest in the newsletter subscription.

By segmenting your test using various keywords, target locations, ad text, selling points, page headlines, sales copy, price points, and CTAs. You may discover some segments with relatively high demand when presented with the optimal combination of offer elements.

How are you promoting this? Are you promoting that you have a book and using keywords such as "financial trading book" and saying so in the ads or are you promoting the newsletter?

If I was looking for a book and landing on a page saying the book is not yet available but please subscribe to the newsletter, I'd be out of there. This affects your conversions.

Although you don't have enough data yet, it's a start and something to build on. Now you know that, if you promoted the book, that 6.7% of them will subscribe to a newsletter and that it cost 10€ each. But you need to find out the numbers with an actual ebook to sell.

I would write that ebook. Seems that should not be too difficult since you have a newsletter. Personally, I would come clean on your page and set a date when it will be available and to pre-order it. Amazon does that all the time. In the meantime, you could offer the newsletter.

You are doing this to determine if it's worth writing the book in the first place. Well, if you want to write it, just do it. If you want to see the potential profit, simply check the keyword tool for search volumes. Multiply by your CTR which you know is 1% for for your average position. You also know the CPC. All that is needed is the expected conversion rate, plug in the numbers and see what you get. Personally, I would not expect to make a living selling just this one book but it's nice additional income.

Definitely WRITE the e-book!!
Set a specific date about its launching and create a buzz through Amazon so as to be available for pre-order! Promote on all social media as well on a daily basis and why not try Bing ads?

Above all, create your plan and stick to it! Consistency is the best strategy for every goal!!

Glad to hear you are testing and taking action. Personally I would consider a different model all together. I'm not sure how attractive the offer is for the customer. It's just not that common to do a Search on Google and end up on a pre-launch page for an Ebook.

How about considering a Lead Magnet. Offer an abridged version for free. Or a cheat sheet or a PDF with 10 free tips on the topic. This will be easier to get them into your list because you are offering value up front. Setup an autoresonder, provide value to the list through a series of valuable emails. And then, sell them ebook after ebook Just an idea, good luck!