This Blog post forms part of a of a sequence on Advertising which I have been running over the last few days… Please bookmark or feel free to share if you find it useful. If you missed any of my previous blog posts you can find them under Advertising on the main website menu.
Subject line: Is your advertising effective or not?
The answer is to track advertising response for each ad you run. Whether you operate a retail store, a service business, a mail order operation, or an Internet marketing business, you can measure the effectiveness of your advertising.
1. Which Publications Produce Profits?
When a new customer phones or visits you, ask them how did they find out about you. They might say they found you through your website, or your banner ad or through a local newspaper ad. Record the responses and resulting sales from each ad. Then, analyse whether each particular advertisement is producing the desired results.
If an advertisement consistently produces profits for you, keep running it. On the other hand, if an ad consistently performs poorly or produces a loss, discontinue it. Whilst using offline ads it is easy to track your sales against each publication by adding a simple key to each ad.
For example, you could add “Dept. A” to your name or address in the ad to indicate the July issue of a particular magazine. Key it as “Dept. B” for the August issue of the same magazine. “Dept. C” could indicate the July issue of a different magazine you advertise in and so on. Thus, as orders come in, you can track the response and sales made from each advertisement. From that information, you can easily determine the profitability of your ad in each publication.
What do you do online?
You can apply the same technique to your online advertising, by adding the following to each advert placed:
For example, if you are advertising the same banner one at IBO and one at a traffic exchange you could distinguish each advert by
adding the following to your raw link: ?=ibo or ?=TE
This could be further refined by adding the date or any other parameter you wish to the link.
2. Which Ads are effective?
Not only can ad tracking show you which publications are profitable to advertise in, but it will also help you measure the effectiveness of the ads themselves. If you change your ad, and the results for the new ad are consistently better or worse, you can take the appropriate action; either continue or discontinue the advertisement.
Change only one element in an ad at a time.
For example, if you decide to change the price, don’t change the headline. Otherwise, you won’t know if the difference in results was due to the changed price or the changed headline. For greater certainty, change only one thing at a time when testing your ads. On the Internet, you can use tracking software and services that will aid you to determine the source of your sales and the effectiveness of your advertising, article writing, and other activities.
Whether you operate a retail store, a service business, a mail order operation, or an Internet marketing business, use ad tracking for increased profits.
I always love to hear what people think of my blog posts and it also fascinates me the reach and depth a blog has within the global community. If you have questions or need assistance please feel free to contact me.
I will be happy to help.