No, that’s not a typo. If there’s one thing everyone seems to agree on at Search Engine Strategies, San Jose it’s the ABT’s of Search: Always Be Testing. Ken Mohn, Pepperjam’s VP of Search, and I just returned from an enlightening session entitled “Ad Testing: Research & Findings”. The speakers discussed different techniques that they use to optimize every aspect of a Text Ad: Headline, Descriptions, Display URL and Landing Page. This is something we’ve been very passionate about at Pepperjam over the past few months and it was very encouraging to hear everyone speaking so enthusiastically about the success they’ve seen with these techniques. The consensus here is that Testing should be a continuous process; you should always be testing and constantly improving those Ads that are already performing well, they can probably perform better. There was also an Adwords representative on the panel to assure us that Google loves Testing and while we may be afraid at times to fix something that ain’t broken, there’s no penalty to your account’s Quality Score if you’re ultimately working to improve a searcher’s experience and in the process, creating a better converting Text Ad.

In other conference news, everyone here is having a great time in San Jose. Last night was the Pepperjam co-sponsored event at the Hakone Japanese Gardens in Saratoga, California. It featured Sushi, Saki and most of the brightest minds in the SEM industry. Here’s a couple of photos I snapped on my cellphone:

Tonight we head to the Googleplex for Google Dance. It should be awesome so be sure to check back soon!

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