Ad Tracking Increases Your Profits
J. Stephen Pope asked:
How do you know whether your advertising is 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 new customers phone or visit you, ask how they found
out about you. They might say they found you through
your yellow pages ad or your newspaper ad.
Record the responses and resulting sales from each ad.
Then, analyze 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.
In mail order, you can key each ad so that you can measure
the resulting sales from each publication.
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.
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.
2. Which Ads Produce Profits?
Not only can ad tracking show you which publications
are profiitable 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.
So, whether you operate a retail store, a service
business, a mail order operation, or an Internet
marketing business, use ad tracking for increased
profits.
Caffeinated Content
How do you know whether your advertising is 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 new customers phone or visit you, ask how they found
out about you. They might say they found you through
your yellow pages ad or your newspaper ad.
Record the responses and resulting sales from each ad.
Then, analyze 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.
In mail order, you can key each ad so that you can measure
the resulting sales from each publication.
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.
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.
2. Which Ads Produce Profits?
Not only can ad tracking show you which publications
are profiitable 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.
So, whether you operate a retail store, a service
business, a mail order operation, or an Internet
marketing business, use ad tracking for increased
profits.
Caffeinated Content
Email Advertising – How Ad Tracking Helped Create a Killer Ad
Charlie Cory asked:
I recently undertook an email advertising promotion,
using a number of advertising media. The exercise
involved a program of mine called the Magical Marketing
system.
As an email advertising Internet marketing exercise, I
decided that I wanted to approach the members of some
of the affiliate programs that are featured in Magical
Marketing, and offer their members the chance to join
this system, and reap the benefit of the multiple promotion
methods that it employs.
And. as an email advertising marketing exercise, this has
worked very well, and whilst an interesting exercise in
Joint Venture Marketing in itself, it has produced a result
so remarkable in my eyes, that I felt it worthy of a report.
With one particular featured program, I did a multiple
ad test, to see what the comparison between three ads.
It was the results of this that struck me, and prompted
me to put this article together.
The three ads, which were very similar. This is good of
course, because it means that any variance in the results
can be explained in relatively few ways. So there are two
points that need to be made about these ads, which may
affect your thinking about how you write your own ads.
1. Use Of Variables in Headlines
I don’t know about you, but I am always hearing that
using someone’s name in an advert can make a significant
difference to the effect of that advert. Not all programs
have this kind of facility though. It just happens the
program that I ran the adverts with does, so I made use of
it in the headlines for 2 of the 3 adverts, but not for
one of them. I have used the variable in the body of all
three ads, so some personalisation took place in all cases.
2. Bulleted Benefits
Again, all the books and articles that I have ever read
tell you to spell out the benefits, and a lot of them tell
you to bullet them to add emphasis. So, I have done this
with all three adverts, but with a difference between ads 1,
and 2 and 3. In the first advert, I just made single word
references to the benefits, in the other two, I elaborated
in order to explain the benefit better.
3. Conclusions
The results are so striking, that they are worthy of comment.
The ads were placed from 12th December 2004 to 18h January
2005. So, the time span is about a month, but, I use the
program in question to send other ads out too. About every
3rd day, I will send one of these three ads, in rotation.
So, each of the ads would have been sent about every 6 days
or so.
Advert 1 pulled in 70 unique hits, with 19 action hits. The
latter is where prospects followed through to the sign up
page.
Advert 2 pulled 5 unique hits and 1 action hit.
Advert 3 pulled 4 unique hits and no action hits.
Headlines
I have always advocated trying to keep headlines short,
especially where email adverts are concerned. You only have
the width of the email pane to enter your message, so
you must tell your story within a few words.
I don’t consider any of the Headlines that I have used to
be excessively long. However, the first advert is very short,
and perhaps that accounts in part for the huge number of
additional clicks for the first advert?
In part, I believe that this is true.
However, I am now thinking that perhaps email prospects have
become wary of seeing their name in emails from people that
they don’t really know. Think about how you react when you
see such an email?
Do you open it immediately, or do you become suspicious?
Trust your gut feeling.
I have used the personalised approach in the body of the email,
and maybe the psychology here is that once someone has opened
an email, they have ‘let you in’ and are more amenable to your
being personal.
Headline conclusion
I recently undertook an email advertising promotion,
using a number of advertising media. The exercise
involved a program of mine called the Magical Marketing
system.
As an email advertising Internet marketing exercise, I
decided that I wanted to approach the members of some
of the affiliate programs that are featured in Magical
Marketing, and offer their members the chance to join
this system, and reap the benefit of the multiple promotion
methods that it employs.
And. as an email advertising marketing exercise, this has
worked very well, and whilst an interesting exercise in
Joint Venture Marketing in itself, it has produced a result
so remarkable in my eyes, that I felt it worthy of a report.
With one particular featured program, I did a multiple
ad test, to see what the comparison between three ads.
It was the results of this that struck me, and prompted
me to put this article together.
The three ads, which were very similar. This is good of
course, because it means that any variance in the results
can be explained in relatively few ways. So there are two
points that need to be made about these ads, which may
affect your thinking about how you write your own ads.
1. Use Of Variables in Headlines
I don’t know about you, but I am always hearing that
using someone’s name in an advert can make a significant
difference to the effect of that advert. Not all programs
have this kind of facility though. It just happens the
program that I ran the adverts with does, so I made use of
it in the headlines for 2 of the 3 adverts, but not for
one of them. I have used the variable in the body of all
three ads, so some personalisation took place in all cases.
2. Bulleted Benefits
Again, all the books and articles that I have ever read
tell you to spell out the benefits, and a lot of them tell
you to bullet them to add emphasis. So, I have done this
with all three adverts, but with a difference between ads 1,
and 2 and 3. In the first advert, I just made single word
references to the benefits, in the other two, I elaborated
in order to explain the benefit better.
3. Conclusions
The results are so striking, that they are worthy of comment.
The ads were placed from 12th December 2004 to 18h January
2005. So, the time span is about a month, but, I use the
program in question to send other ads out too. About every
3rd day, I will send one of these three ads, in rotation.
So, each of the ads would have been sent about every 6 days
or so.
Advert 1 pulled in 70 unique hits, with 19 action hits. The
latter is where prospects followed through to the sign up
page.
Advert 2 pulled 5 unique hits and 1 action hit.
Advert 3 pulled 4 unique hits and no action hits.
Headlines
I have always advocated trying to keep headlines short,
especially where email adverts are concerned. You only have
the width of the email pane to enter your message, so
you must tell your story within a few words.
I don’t consider any of the Headlines that I have used to
be excessively long. However, the first advert is very short,
and perhaps that accounts in part for the huge number of
additional clicks for the first advert?
In part, I believe that this is true.
However, I am now thinking that perhaps email prospects have
become wary of seeing their name in emails from people that
they don’t really know. Think about how you react when you
see such an email?
Do you open it immediately, or do you become suspicious?
Trust your gut feeling.
I have used the personalised approach in the body of the email,
and maybe the psychology here is that once someone has opened
an email, they have ‘let you in’ and are more amenable to your
being personal.
Headline conclusion
I am more convinced than ever that email headlines should be
short – as short as possible. I also recommend that if you
personalise the Headline, you stop, and test your ads without
it.
Bulleted Benefits
You can see that advert 1 has produced a massive amount of
additional click thru’s over the other two ads. Bearing in
mind that each ad went out, probably every six days, the first
two ads are not far removed from the norm with the program that
I used. This makes the results achieved by Advert 1 even more
staggering.
The change in headline may go some way to explain this, but
the huge number of clicks tells me that something much more
significant has occurred.
Thankfully, the body of the three ads are very similar in all
aspects, except one; the bulleted benefits. In the first ad,
I have given one word answers. In the other two, I have
elaborated.
Bulleted benefits conclusion
One cannot escape the fact that keeping the benefits so short
has had an impact. And not only in click thru’s either. If you
look at the graphic under ‘Actions’ column, you will see that
I have tracked the prospect through to the signup page. You
might expect that the 20% conversion rate be the same, but it
isn’t, it has increased to around 28%. So the shorter bullet
points have also pre-sold more effectively, so the prospects
likelihood of signing up has increased as well.
As a final note, please remember that all of this is courtesy
of tracking my ads. If you don’t do it, then you will struggle
to make an impact in the marketing world.
Create a video blog…instantly.
Why Testing and Tracking is Important to Moms Who Work at Home
Mandy Buchanan asked:
If work at home moms want to get the most out of their home-based business it is important that they test and track all marketing efforts, no matter what business they are involved in. This testing and tracking can involve landing pages, ad copies, marketing tools and more.
Testing and Tracking Your Marketing Tools
This is important for determining where your time is best spent and what marketing tools are actually bringing results for your home-based business. It is important to get a good ad tracking tool that allows you to see where your conversions and clicks are coming from so that you can see who is sending visitors to your website, how many they send and how many of these actually convert.
Testing and Tracking Ad Copy for your Home-based Business
Another important element that you will want to test and track is the ad copy that you use for marketing your home-based business. Split test different copies to see which copy brings in the most visitors and the most conversions. This way you will gradually be able to adjust your ad copy to get the best results.
Testing and Tracking Landing Pages
This involves having two pages that are similar but that differ in certain aspects that you are testing for. You will then send visitors equally to each of these different pages and see which page gets the most conversions. You will then be able to adjust the pages until you find the perfect combination that brings in the best results. Once again, it is best to use a good ad tracking tool to get the best results.
Testing and tracking is important for the work at home mom because it provides her with a way to see where her marketing efforts are best spent and how to get the best results from her ad copy and landing pages. In order to do this it is best to get a good ad tracking tool which allows you to split test and track hits and conversions.
Caffeinated Content – Members-Only Content for WordPress
If work at home moms want to get the most out of their home-based business it is important that they test and track all marketing efforts, no matter what business they are involved in. This testing and tracking can involve landing pages, ad copies, marketing tools and more.
Testing and Tracking Your Marketing Tools
This is important for determining where your time is best spent and what marketing tools are actually bringing results for your home-based business. It is important to get a good ad tracking tool that allows you to see where your conversions and clicks are coming from so that you can see who is sending visitors to your website, how many they send and how many of these actually convert.
Testing and Tracking Ad Copy for your Home-based Business
Another important element that you will want to test and track is the ad copy that you use for marketing your home-based business. Split test different copies to see which copy brings in the most visitors and the most conversions. This way you will gradually be able to adjust your ad copy to get the best results.
Testing and Tracking Landing Pages
This involves having two pages that are similar but that differ in certain aspects that you are testing for. You will then send visitors equally to each of these different pages and see which page gets the most conversions. You will then be able to adjust the pages until you find the perfect combination that brings in the best results. Once again, it is best to use a good ad tracking tool to get the best results.
Testing and tracking is important for the work at home mom because it provides her with a way to see where her marketing efforts are best spent and how to get the best results from her ad copy and landing pages. In order to do this it is best to get a good ad tracking tool which allows you to split test and track hits and conversions.
Caffeinated Content – Members-Only Content for WordPress
How Much Does Call Tracking Cost?
Daniel Bernal asked:
Actuaries have a formula for determining the cost of call tracking. It is a measurable commodity in that sense. Advertising firms feel the benefits far outweigh any cost incurred as it gives them measurable proof of the effectiveness of the marketing campaigns they sell to their clients. International enterprises look at tracking systems as a cost savings utility that prevents unnecessary drain of funds on unproductive ad campaigns. Call tracking has become an integral part of effective money management in all forms of internet advertising programs. The database built by these systems activities also provides a powerful customer retention tool. In an economy where so many companies can provide the same services, customer satisfaction often is the determining factor in winning and retaining customers. Call centers with tracking technology excel in making clients feel their concerns are known and resolved with a single call.
The formula used for determining the cost of call tracking for a company is;
Cost = Sum of Marketing Expenses divided by the Number of Phone Calls Received Per Month
Some service providers charge on a per minute basis that shrinks as volume increases. These online providers offer bulk rates and discounts for enterprise clients. Other providers offer monthly service packages for as little as $25. The large comprehensive marketing firms often offer call tracking services as a part of the free services bundle they provide their clients.
When a small business is trying to determine how much call tracking services costs will cost them there are a few items that should be factored in. Deducting the cost of maintaining a bank of expensive business telephone numbers alone can often cover the cost of an online tracking program. The service provider maintains the inventory of telephone numbers that are used to link the ad campaign that generated the telephone contact to the sales lead. Computer hardware and maintenance costs are also shifted from the small business to the service provider. The technology supporting tracking services continues to change quickly. The burden of staying current with new innovations in the marketing performance measurement industry is beyond what most businessmen care to deal with but want to benefit from. The database that is created in the call tracking process doubles as an effective knowledge base for quick recognition of clients, their history with the company and issues when they call customer service representatives for help with problems or concerns. The company that gives that feeling of instant recognition to their clients has a distinct advantage over those that have to place people on hold, request call backs or have to transfer them to different people to get their needs met.
Creating a spreadsheet of the expenses that can be reduced by subscribing to a call tracking service with a column for the multifaceted benefits of the easily accessed information on marketing ROI and customer history.
Website content
Actuaries have a formula for determining the cost of call tracking. It is a measurable commodity in that sense. Advertising firms feel the benefits far outweigh any cost incurred as it gives them measurable proof of the effectiveness of the marketing campaigns they sell to their clients. International enterprises look at tracking systems as a cost savings utility that prevents unnecessary drain of funds on unproductive ad campaigns. Call tracking has become an integral part of effective money management in all forms of internet advertising programs. The database built by these systems activities also provides a powerful customer retention tool. In an economy where so many companies can provide the same services, customer satisfaction often is the determining factor in winning and retaining customers. Call centers with tracking technology excel in making clients feel their concerns are known and resolved with a single call.
The formula used for determining the cost of call tracking for a company is;
Cost = Sum of Marketing Expenses divided by the Number of Phone Calls Received Per Month
Some service providers charge on a per minute basis that shrinks as volume increases. These online providers offer bulk rates and discounts for enterprise clients. Other providers offer monthly service packages for as little as $25. The large comprehensive marketing firms often offer call tracking services as a part of the free services bundle they provide their clients.
When a small business is trying to determine how much call tracking services costs will cost them there are a few items that should be factored in. Deducting the cost of maintaining a bank of expensive business telephone numbers alone can often cover the cost of an online tracking program. The service provider maintains the inventory of telephone numbers that are used to link the ad campaign that generated the telephone contact to the sales lead. Computer hardware and maintenance costs are also shifted from the small business to the service provider. The technology supporting tracking services continues to change quickly. The burden of staying current with new innovations in the marketing performance measurement industry is beyond what most businessmen care to deal with but want to benefit from. The database that is created in the call tracking process doubles as an effective knowledge base for quick recognition of clients, their history with the company and issues when they call customer service representatives for help with problems or concerns. The company that gives that feeling of instant recognition to their clients has a distinct advantage over those that have to place people on hold, request call backs or have to transfer them to different people to get their needs met.
Creating a spreadsheet of the expenses that can be reduced by subscribing to a call tracking service with a column for the multifaceted benefits of the easily accessed information on marketing ROI and customer history.
Website content
Work At Home Business Tip – Test Everything
Mike Makler asked:
Dinner With Mark Joyner
About 3 Years ago in Los Angeles I was Fortunate enough to have dinner with Mark Joyner. I was at a Seminar and I was standing in the Hotel Lobby talking with Mike Litman and Mark Joyner came buy and said to Mike let’s do dinner, he looked at me and said why don’t you Join Us. Mark Joyner was talking about one of his online Programs and how he tested 1000’s of Headlines. Mark’s Message is you can never test enough. One Small change can have a dramatic impact on Click Thru Rate. Things like Color, Font Size, Wording, Placement all effect your Click thru Rate.
KeyWord Phrases As a Small Work-At-Home Business I realize you probably do not have the resources of a Mark Joyner to do 1000’s of tests for 1 Headline, But that shouldn’t stop you from Testing. There are lot’s of things you can do to test. Let’s say you are running a Google Ad Words campaign for your work at Home Business and you are using the Following Keyword phrases
Work at Home
Work at Home Mom
Work at Home Dad
Online Business
Part Time Income
Split Testing
You can do Split testing. You would Run 2 Different Ads for each Keyword Phrase. You would then see which Ad got better results for each Keyword Phrase. Now that you have found your “Best Ad” So Far for each key word phrase you can now proceed to see if you can find Better Ads for one or more of your Keyword Phrases. Just Continue to do Split Testing with each of your Ads. You can run a Completely Different Ad Against your Best Ad or you can Tweak your Best Ad Slightly.
Some Tweaks you might try are
Changing one or two Words. Changing a Capitalization, Changing Fonts Changing Punctuation
Some Ad Word Guru’s Maintain you should constantly be running Split Tests always searching for a ‘Better Ad’.
Split Testing works with any type of Ad. You decide to run some Ezine Ads. You want to know which Ezine Pulls best so you run the Same Ad in Each Ezine and see which Ezine(s) received the Best Pull Rate. Now that you know which Ezines Pull Best you can Now Do Split Testing to see which Ezine Ad Pulls Best.
How Do You Know Which Ad Pulled Best?
Ad Tracking The Missing Ingredient. Ad Tracker are Like Alias for a Website URL. Let’s Say the web page you want to send people too is http://ewguru.com You would send them to your Ad Tracking link instead. By Seeing which Ad Tracking Link received the Best Click Thru Rate you of Course would know which Ad Pulled Best.
ad tracking
Dinner With Mark Joyner
About 3 Years ago in Los Angeles I was Fortunate enough to have dinner with Mark Joyner. I was at a Seminar and I was standing in the Hotel Lobby talking with Mike Litman and Mark Joyner came buy and said to Mike let’s do dinner, he looked at me and said why don’t you Join Us. Mark Joyner was talking about one of his online Programs and how he tested 1000’s of Headlines. Mark’s Message is you can never test enough. One Small change can have a dramatic impact on Click Thru Rate. Things like Color, Font Size, Wording, Placement all effect your Click thru Rate.
KeyWord Phrases As a Small Work-At-Home Business I realize you probably do not have the resources of a Mark Joyner to do 1000’s of tests for 1 Headline, But that shouldn’t stop you from Testing. There are lot’s of things you can do to test. Let’s say you are running a Google Ad Words campaign for your work at Home Business and you are using the Following Keyword phrases
Work at Home
Work at Home Mom
Work at Home Dad
Online Business
Part Time Income
Split Testing
You can do Split testing. You would Run 2 Different Ads for each Keyword Phrase. You would then see which Ad got better results for each Keyword Phrase. Now that you have found your “Best Ad” So Far for each key word phrase you can now proceed to see if you can find Better Ads for one or more of your Keyword Phrases. Just Continue to do Split Testing with each of your Ads. You can run a Completely Different Ad Against your Best Ad or you can Tweak your Best Ad Slightly.
Some Tweaks you might try are
Changing one or two Words. Changing a Capitalization, Changing Fonts Changing Punctuation
Some Ad Word Guru’s Maintain you should constantly be running Split Tests always searching for a ‘Better Ad’.
Split Testing works with any type of Ad. You decide to run some Ezine Ads. You want to know which Ezine Pulls best so you run the Same Ad in Each Ezine and see which Ezine(s) received the Best Pull Rate. Now that you know which Ezines Pull Best you can Now Do Split Testing to see which Ezine Ad Pulls Best.
How Do You Know Which Ad Pulled Best?
Ad Tracking The Missing Ingredient. Ad Tracker are Like Alias for a Website URL. Let’s Say the web page you want to send people too is http://ewguru.com You would send them to your Ad Tracking link instead. By Seeing which Ad Tracking Link received the Best Click Thru Rate you of Course would know which Ad Pulled Best.
ad tracking