Should You Test Company Names Or Product Names on Google?
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Marcia Yudkin
Apr 23, 2013, 4:00:15 AM4/23/13
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Marcia Yudkin
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Article Title: Should You Test Company Names Or Product Names on Google?
Author: Marcia Yudkin
Word Count: 551
Article URL: http://www.isnare.com/?aid=627525&ca=Marketing
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A few years back, the firm MarketingExperiments ran tests of product names and domain names using Google Adwords, with results that could very well impress company and product namers to employ this method. By changing just the name in identical ads, the research team was able to show significant differences in click-through rates from otherwise identical text ads.
You "no longer have to rely on guesswork or personal favorites to try to predict which domain name will perform the best," the research report concluded. In one test, they extrapolated from a 9 percent increase in click-throughs to a possible $1.3 million increase in revenues over the course of one year from using the name that tested better on Google.
Wow! Should we all abandon our non-empirical naming methods and select names according to such tests?
No. While suggestive, these experiments have limited applicability. Indeed, MarketingExperiments themselves noted that their projections assumed that the differential click-through rates would not affect the rate at which click-throughs led to sales. In real life, however, it's quite likely that different names attract different kinds of people who have varying propensities to buy.
Consider these additional factors limiting the relevance of this testing method.
1) Do almost all of your customers use search engines to shop for what you sell?
Company names and product names that excel in search engine ads can tank in print ads or on billboards. They can be easily confused with competitors, sabotaging word of mouth sales. They can look terrible on signage or be tongue twisters to pronounce. They can have negative appeal to those who don't shop online.
2) Do your customers tend to buy on their first visit to your web site?
The longer your typical customer takes to buy, the less relevant the gain in initial click-through becomes, and the more important it is to have a memorable name that makes a positive, relevant impression away from the computer screen.
3) Are repeat sales important in your business?
MarketingExperiments recommends starting your testing with highly descriptive names, such as PowerScreener Pro or StockScreener Plus, which have had a terribly hard time carving out a firm place in people's memories. People who buy once from a search engine and then go back to the search engine when it's time to reorder, because they can't recall who they bought from previously, quite likely buy from a competitor of yours the next time.
4) What about other drawbacks of names?
Nowhere does MarketingExperiments remind people to make sure names that test well are free of legal risks, including trademark infringement or over-promising in the name. There's also the risk of attracting people who buy but differ greatly from your ideal customer.
In short, I would recommend testing names with Google Adwords ads only if you sell something exclusively online that people tend to buy on their first visit from a search engine. Even then, you need to be mindful of the considerations I noted above.
For most of the clients who come to Named At Last for help, this testing method would be quite irrelevant. Broader strategic concerns are as important or more important than click-throughs from search engines.
About The Author: Marcia Yudkin is Head Stork of Named At Last, a naming company that brainstorms catchy tag lines, company names and product names according to the client's criteria. Download a free copy of "19 Steps to the Perfect Company Name, Product Name or Tag Line" at http://www.namedatlast.com/19steps.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=627525
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Message delivered directly to members of the group:
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*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=627525
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=627525
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Should You Test Company Names Or Product Names on Google?
Author: Marcia Yudkin
Word Count: 551
Article URL: http://www.isnare.com/?aid=627525&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=627525
Easy Publish Tool: http://www.isnare.com/html.php?aid=627525
*********************** ARTICLE START ***********************
A few years back, the firm MarketingExperiments ran tests of product names and domain names using Google Adwords, with results that could very well impress company and product namers to employ this method. By changing just the name in identical ads, the research team was able to show significant differences in click-through rates from otherwise identical text ads.
You "no longer have to rely on guesswork or personal favorites to try to predict which domain name will perform the best," the research report concluded. In one test, they extrapolated from a 9 percent increase in click-throughs to a possible $1.3 million increase in revenues over the course of one year from using the name that tested better on Google.
Wow! Should we all abandon our non-empirical naming methods and select names according to such tests?
No. While suggestive, these experiments have limited applicability. Indeed, MarketingExperiments themselves noted that their projections assumed that the differential click-through rates would not affect the rate at which click-throughs led to sales. In real life, however, it's quite likely that different names attract different kinds of people who have varying propensities to buy.
Consider these additional factors limiting the relevance of this testing method.
1) Do almost all of your customers use search engines to shop for what you sell?
Company names and product names that excel in search engine ads can tank in print ads or on billboards. They can be easily confused with competitors, sabotaging word of mouth sales. They can look terrible on signage or be tongue twisters to pronounce. They can have negative appeal to those who don't shop online.
2) Do your customers tend to buy on their first visit to your web site?
The longer your typical customer takes to buy, the less relevant the gain in initial click-through becomes, and the more important it is to have a memorable name that makes a positive, relevant impression away from the computer screen.
3) Are repeat sales important in your business?
MarketingExperiments recommends starting your testing with highly descriptive names, such as PowerScreener Pro or StockScreener Plus, which have had a terribly hard time carving out a firm place in people's memories. People who buy once from a search engine and then go back to the search engine when it's time to reorder, because they can't recall who they bought from previously, quite likely buy from a competitor of yours the next time.
4) What about other drawbacks of names?
Nowhere does MarketingExperiments remind people to make sure names that test well are free of legal risks, including trademark infringement or over-promising in the name. There's also the risk of attracting people who buy but differ greatly from your ideal customer.
In short, I would recommend testing names with Google Adwords ads only if you sell something exclusively online that people tend to buy on their first visit from a search engine. Even then, you need to be mindful of the considerations I noted above.
For most of the clients who come to Named At Last for help, this testing method would be quite irrelevant. Broader strategic concerns are as important or more important than click-throughs from search engines.
About The Author: Marcia Yudkin is Head Stork of Named At Last, a naming company that brainstorms catchy tag lines, company names and product names according to the client's criteria. Download a free copy of "19 Steps to the Perfect Company Name, Product Name or Tag Line" at http://www.namedatlast.com/19steps.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=627525
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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