Online AD Tracking ? An Ongoing Process
Author: Karen Fegarty
Article source: http://www.mailworkz.com/. Used with author's permission.
Without tracking, your online advertising is just a shot
in the dark. Many new and seasoned marketing
individuals spend significant dollars on Pay-per-click (PPC)
banner advertisements, ezline ads, and other online media
but do not know which ads have brought them the greatest
You know that you should be tracking all of your online ad
buys, but are you? Do you understand your numbers and what
you should do with them? Are you refining your email and online
marketing efforts accordingly?
It is important to track all of your online advertisement,
even if your ad provider is showing you your results. You need
to employ your own tracking to double-check.
Types of online marketing avenues that you should be monitoring:
? Site links
? Ezine advertisement
? Banner ads
? Signatures Tag
? Forum postings
? Email marketing promotions
? Free Classified listings
? Paid Classified listings
? Auto responder
? Reciprocal link
Statistics that you should be concerned with:
Open-rate - Particularily important in email marketing. This
statisitic will tell you how many people opened your email
marketing message. This number should be used as a estimate
to measure trends and not an absolute number. Many variables
can effect the accuracy of this count. For example, an open
rate cannot be used in a text message, so if your message is
being displayed and opened in text, the count will not increment. As well this count will be incremented if Outlook clients are displaying the preview pane. If a client shows the message in a preview pane and then clicks to open, you will get a count of two.
Click-through - A count of how many people clicked on a particular link in an email or on a text or banner link on a website. Ensure that your tracking software or service shows both clicks and unique clicks. The number you should be most concerned with is unique clicks. You do not want to be billed for someone who clicks on a particular ad 30 times in one minute.
Sales or actions count - Most tracking systems offer the ability to place code on your sales confirmation page and tie this to a tracking link. This count will tell you which online ad resulted in a sale.
Sale details - Some tracking systems allow you to add specific
details about the sale to the tracking result. This usually
requires you to be able to add code to the server side code of
How do I get these statistics?
You will need to employee a speciallized tracking link for all
of your email marketing and online marketing efforts. Many
advertising options will provide you with these statistics, as well PPC engines like Overture and Google will provide you with click counts. It is important as well, to employ your own tracking to get the results from advertising that does not provide you with stats, as well as double-checking the results from those that do.
There are two main types of tracking systems. One, a service
that is web-based that allows you to manage your tracking without the need for servers, or software downloads. Two, software that you would need to employ and manage on your server.
Service options -
Software options -
AdtrackZ - http://www.adtrackz.com
Dynatracker - http://www.dynatracker.com
What your statistics tell you:
. Which ad copy had the most clicks and lead to the largest
number of actions or sales?
. How many people opened your email messages. Should you
. Who opened your email message. Should you resend to those
that did not, or send a follow-up to those that did.
. What faired better, banners or text links?
. Did you PPC advertising count and bill match your tracking
. Did your online ad result in a positive Return on Investment?
Gathering statistics is just a start. Now that you have
this data you will be able to make decisions and refinements
to your email and online marketing.
Take this information and change your marketing accordingly and
you will find that you often can save hundreds if not thousands
of dollars monthly. Karen Fegarty is a marketer with MailWorkZ and ezTrackZ.
MailWorkZ is an innovative company focused on developing effective emarketing tools. With products like Broadc@st's Email Marketing Software and services like ezTrackZ online ad tracking, and the newest addition, Black List Monitor, thousands of MailWorkZ customers have a suite of products to help increase market share, revenue and profits, as well as improve their customer relationships.
For more information on products or services offered at MailWorkZ?s, please visit http://www.mailworkz.com
Return to Home Page