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The benefit of online advertising is that it is much easier to evaluate how well the campaign is working than in traditional advertising methods
There are many different online advertising methods; site links, articles, ezine advertisement, banner ads, forum postings and email marketing promotions are just to name a few. Many seasoned marketers spend significant dollars advertising in a variety of online media but do not know which methods have brought them success.
Advertising does not always portray a clear picture because it is not an exact science. There is no accurate way to measure the success or failure of an add campaign. A great deal of money and effort can be wasted on advertising that doesn’t even reach your target demographic. However there are techniques companies can adopt to gauge the power of online advertising efforts. Some are old remedies that still work and others rely on modern technology.
(1) Talk to your Customer- Don’t neglect this tried and tested approach; ask your customer how they heard about you. Motivate customers to tell you they are responding to one of your advertising efforts. For example offer a percentage discount on their first order for mentioning the ad they are responding to. Include a coded coupon with your ad that can be redeemed for a discount with a purchase. The code can help you determine where the ad was seen by your customer.
(2) Use Tracking Methods- Track traffic to your website before and after you begin each add campaign. By comparison of these numbers you can get an idea of whether or not your campaign is hitting the target. Comparing traffic is not by it self a reliable source, you also need to compare sales before and after the advertising campaign. While you’re doing this it is important to keep in mind that advertising campaigns often have a delayed effect resulting in ad-driven sale materializing after a lapse of time.
You can also track the click through rates. Click through rates are the percentage of viewers who click on your banner ad. Websites that provide ad spaces can track click through rates and provide you with a report. Subsequently you can create a web page that is only linked to the ad and track the traffic on that page.
(3) Ad Tracking Software and Services- You can either sign up with a company that will track your advertisements for a fee or you can invest in tracking software and install it on your server. Both of these methods has its pros and cons and you will have to decide what is best for you depending on the type of business you own and the recourses that are available to you.
The benefit of online advertising is that it is much easier to evaluate how well the campaign is working than in traditional advertising methods. It is important to keep in mind that evaluating methods should coincide with your overall advertising goals. For example advertising goals can vary from building awareness of your company, increasing sales of a new product or increasing traffic to your website, therefore evaluation methods should go hand in hand with your overall goal to achieve effectiveness.
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