1 of the most important aspects of pay per click marketing is none other tracking & testing. Even when this is a super fast direct marketing media, the way we test & track is so much easier than the way we test & track offline marketing campaigns.

At the same time, there are so many free yet robust tracking tools. In fact, some people claim that they are willing to pay thousands of dollars if these same tools were not free in the first place.

Conversion Tracking

Inside Google AdWords, Yahoo Search Marketing, MSN AdCenter, there is a conversion tracking function, all you need to do is to add a small piece of code on your thank you page & that will do. It can be used for tracking either leads or sales.

Google Website Optimizer

This is another gift from Google & you can find it inside your AdWords account. Years ago there was a similar tool sold by a famous internet marketer for about $ 500, once Google Website Optimizer was given for free, he pulled his product off the market because he cannot beat the price that Google is offering.

Multivariable Testing

On top of the normal a/b split testing, this tool can do multivariable testing. In case, you are not sure, multivariable testing is a super charged way of split testing. You can test multiple headlines, call to action, offer, price & find the exact combination which converts best for you.

If you search around, you would find that most multivariable testing tools are usually quite expensive so you should be glad that you can simply use the free tools. Anyway, Google Website Optimizer is better than most other paid tools out there.

Is There A Catch?

Some people refuse to use free tools by Google because they afraid that their conversion data will be revealed to them! Personally, I feel that we should not be afraid because Google is not your competitor, they are just getting more data to improve their services to benefit both you & I.