Pay Per Click testing (PPC) testing becomes important the moment that you have finished developing your sales funnel from Element 3.

This section of SEO20/20 is dedicated to teaching you the essential skills necessary to create a successful test. Testing will allow you to hone in on the best copy and best process that will move a visitor towards purchasing the product or service that you are offering.

In order to set up a successful test you need to:

• Set up analytics or web stats on each page of your sales process. This is done in order to find your "effective keywords" and your "money keywords". Your money keywords will become the future themes of your website which will be covered in Element 4 (SEO) and Element 5 (Web Content).

• Join some good pay per click networks and set up your campaigns.

• Run your campaign for at least 100 clicks but the more the better.

• Gather your effective keywords from the campaign

• Gather your "money keywords" from the campaign

• Tweak your sales process to increase conversions

• Re-test is necessary

• Move to element 4: SEO

Pay Per Click testing is a way of surveying the live market to determine which keywords and key phrases lead to sales. When you know what keywords lead to sales then you know how to construct your website for maximum impact in the search engines and your market.