Whether your company name is on a billboard, a zippy radio spot, a paid search engine listing or a print ad in a magazine, you need to be able to track the response. By doing so, you can discover which ads are working, where to invest more advertising dollars and what needs to hit the chopping block. Tracking ad response is only the first step; you need to determine which ads convert into the most sales. For instance, an ad that garners lots of response but few sales may need fixing. The success of your ad campaign can be measured by:
Code your campaign to more easily track results
Apply a code to each advertisement before you begin a campaign. By doing so, you can track which ads bring customers in the door, and which ads fall short of expectations. This simple technique can be used for print ads, direct mail campaigns and online ads. Add a code to print ads and direct mail and include the code on printed return envelopes. Indicate a phone number or a specific extension or specify a URL to help track your ad response.
I recommend: Learn how to
choose landing pages that correspond to the URLs in your ads with an online tutorial from the Google Learning Center (go to section 6a). See a sample URL code at
WebSource.com. Track hits to each landing page with a program, such as
HitBox. Order envelopes with your imprinted code from
Envelopes Direct.
Use pay-per-click (PPC) advertising
With PPC advertising, you only pay when people actually click on your ad. With this form of online advertising, it's easy to track which ads are getting the best response and where the response is coming from.
I recommend: Popular PPC advertising options include
Google AdWords and
Yahoo! Sponsored Search.
Use tracking tools for online ads
Take advantage of tools that help you monitor online advertising and determine ROI.
I recommend: AdWatcher is an online ad manager that helps you determine which of your ads are generating the most clicks and which are converting into the most sales.
Direct Response Marketing Software 1.0 tracks responses to email marketing and advertising campaigns.
Use software tracking programs
A number of software packages are available to guide you through the process of tracking advertising campaign response.
I recommend: Marketing Pilot tracks and measures responses, results and ROI.
JAZreturns works for ecommerce sites by adding Java script to your Web site. The company will send you monthly reports on search engine and keyword analysis and Internet advertising that brings visitors to your site. If you want more options check out
Ad Tracker Reviews.
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