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Amy Gesenhues

Guide to Monitoring Your Advertising Results

Create consistently successful response rates


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No matter how big or small your advertising budget, make every dollar count. Depending on your audience and product offering, you may choose traditional media outlets like outdoor advertising, radio and television spots, print ads and direct mail. While online advertising options have effective tracking capabilities, measuring and monitoring traditional advertising is not as easy.

These steps are practical ways that can help you assess the success rate of your traditional advertising campaigns:

  1. Leverage tracking codes when you produce an ad so that you can measure response rates.
  2. Use planning and management software that helps implement, monitor and measure all of your advertising channels.
  3. Enlist an expert to manage advertising campaigns for you.
  4. Make your media buys through organizations that offer ad management and measurement reports.

Action Steps
The best contacts and resources to help you get it done

Key your ad to easily track response rates


If you're using multiple advertising channels, the best way to track results is to key your ads. By using a unique 800 number or URL on a print ad, direct mailer or in radio and television ads, you can easily track response rates. Give each ad a different key code so that you can determine which ad is more effective.

I recommend: Ask your Web designer to create ad-specific landing pages or purchase multiple, inexpensive 800 numbers at TollFreeLive, ConnectMeVoice or EasyCall Communications.

Use marketing management software


A variety of factors can determine the success rate of your advertising initiatives. Using marketing-management software can help you implement, audit and forecast ad results as well as plan upcoming campaigns.

I recommend: Use Aprimo or Sun Bear Software to help measure and monitor advertising campaigns and results.

Hire an expert


The more advertising campaigns you do, the more difficult it becomes to measure and monitor each one. Using an outside agency to track your ad results can save time while improving response rates and increase your return on investment (ROI).

I recommend: Let Competitrack monitor television and print advertising for you, or use Arbitron's services and software to help you reach your target audience more effectively.

Buy ads with measuring and monitoring reports


If you're doing your own media buying, buy from national media outlets that offer reporting capabilities. Outdoor media, radio and television spots, and print ads can all be purchased through companies that offer comprehensive media-buy reporting.

I recommend: Make media buys through companies like Koeppel Direct, SRDS Media Planning and Outdoor Media Advisors to get exceptional media placement combined with comprehensive reporting capabilities.

Tips & Tactics
Helpful advice for making the most of this Guide

  • Make ads engaging and compelling. The best-placed ads still need a hook.
  • Cycle through new advertising campaigns quarterly to keep your ads from becoming stale.
  • When leveraging unique landing pages on print ads and direct mail, track which pages are getting the best response rates.

The official source of Monitoring Your Advertising Results is
the Ad Monitoring Services page at Business.com


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 Related Resources from Business.com Back to top 
 Recommended Solution Providers Back to top 

Google Analytics is a free keyword performance tracking application designed to help focus arketing resources on campaigns and initiatives that deliver ROI, and provide the feedback vital to continually improving your site and converting more visitors.

These marketing scientists help advertisers measure, forecast and improve return on marketing investment.

Create and design a form to track advertising response.

Adwatcher is an internet based company devoted to tracking internet advertising results.


 Best Sites to Learn MoreBack to top 

This site is provided by the Wall Street Journal, and provides information targetted primarily at web startups, but which could be useful for small business with an ecommerce aspect, including the need to track online advertising.


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