PPC testing

Next time you have a concept or direct mail package you are about to launch, test it on PPC (Google, Yahoo, MSN) first. This is a great way to gauge general market sentiment that is cost effective and fast. Create your ads (if you already have headlines from a direct mail package, use 'em in PPC before your mail) and run them for about a 2-week period. You'll have an idea at the end of the testing period, based on clicks and conversions (or lack thereof), how your package may perform before it mails. Having this insight will help save you money and allow you to tweak copy, offer, landing page and other important conversion elements.