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The beauty of internet marketing is that every ad you place can be tracked. Every single click that comes to your website can be monitored. For example, you can track pay-per-click (PPC) ads down to the level of the keywords that the searcher typed in to find your ad. Moving on a step further, you can track the resulting sale coming from that click. Regardless of whether you are using free or paid advertising to drive traffic to your website, it is important to be able to measure the results of your efforts.
As a business owner, you should know your return on investment (ROI) for your advertising campaigns. In the realm of offline advertising such as newspaper or magazine classified ads, you will often find that advertisers use a different department number or P.O. box for each ad. They use the same mailing address but add a different department code. In this way, they can track how different ads perform based on the inquiries that get sent to the different departments.
This works also for the 800 numbers that you call to obtain more information about a product that you have seen or read about. Companies can set up different toll-free numbers used for each ad and that is how they can track the effectiveness of multiple ad campaigns. In offline advertising, it is much more expensive to set up the tracking. Imagine the costs associated with setting up different phone numbers or multiple P.O. boxes.
In the online world, however, tracking becomes inexpensive as you can implement it using a variety of scripts or software programs. With PPC advertising, you can easily use a simple PHP script to enable you to capture the keywords coming from a Google search referral.
Let's take a look at another example. With many web hosting packages, you are allowed to set up multiple email addresses. You can set it up so that in each ad you use a different email address. Then when you get an email inquiry to a specific email address, you will know where that inquiry originated from. Another way to do this is to set up multiple subdomains to use as the link in your ads. For example, if you are advertising in online newsletters or e-zines, you can duplicate the same ad copy but send the readers to a separate subdomain as the URL for each ad.
When you are able to track the efforts of all your advertising, you can sit down at the end of the month and figure out which campaigns are generating the best ROI. You can then scale up those campaigns or tweak them to try to maximize your profits. If you are not tracking, then you are simply flying blind and you are depending more on chance. Start tracking your advertising efforts today. |
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