Tracking IM Advertising
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The great thing of IM is that every ad you place can be tracked. For example every click that comes to your web site can be monitored. For instance, you can monitor pay-per-click (PPC) advertisements down to the level of the keywords that the searcher typed in to see your advertisement. Proceeding a step further, you are able to track the resulting sales coming from that click. Irrespective of whether you’re using gratis or paid advertising to get traffic to your website, it is important to be able to quantify the effects of your campaigns.
As a business owner, you ought to know your return on investment (ROI) for your advertising campaigns. In the realm of offline advertising such as newsprint or magazine classified advertisements, you’ll often find that advertizers apply a different section number or postal box for each advertisement. They use the an equivalent mailing address but add another departmental code. In this way, they can monitor how different advertisements perform based on the enquiries that get sent to the different departments.
This works also for the 800 numbers that you call to get more information about merchandise that you’ve seen or learned about. Companies can establish different toll-free numbers used for each advertisement and that’s how they can measure the effectiveness of multiple advertising campaigns. In offline promotion, it’s much more expensive to set up the tracking. Imagine the costs associated with arranging different phone numbers or multiple PO boxes.
In the online world, however, tracking becomes inexpensive as you are able to implement it using an mixture of scripts or software programs. With PPC advertising, you are able to easily use a simple PHP script to enable you to capture the keywords coming from a Google search referral – not to mention Google analytics.
Let’s take a look at another example. With a lot of web hosting packages, you’re allowed to implement multiple email addresses. You can set it up so that in each advert you use another email address. Then when you get an email inquiry to a specific e-mail address, you’ll know where that enquiry originated from. Another way to do this is to establish multiple subdomains to use as the link in your ads. For instance, if you’re advertising in online e-zines, you are able to duplicate the same ad copy but send the subscribers to a different subdomain using a different URL for each ad.
When you’re able to track the efforts of all your advertising, you can sit down at the end of the business month and work out which campaigns are generating the best ROI. You are then able to scale those campaigns or fine-tune them to try and maximise your profit. If you’re not tracking), then you’re simply flying blind and you’re depending more on chance. Start tracking your advertising (campaigns today.
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