Tracking Ads & Determining ROI
Every ad should have a unique identity that you can track. For example, on a print ad I use a unique URL for every ad (www.company.com/pcmag1, etc.). In fact, in the early 90’s, during the launch of Netscape, I
produced the first ad that used a unique URL to track the response. I would also use a unique phone number, and sometimes a unique offer. The same is true for a radio (usually a unique phone number) and TV (both).
All ads should also have a special promotion, or combination of promotions (can promote a trial/demo, a free give-away (t-shirt, laser pen, etc.), a white paper, a product discount, etc.). These promotions are
designed to increase the response.
Primary and Secondary Landing Pages
In addition, ads should not
be sent to the product or company home page. Instead, they should be sent to an initial landing page. The first landing page should a) look similar to the ad, b) reiterate the information and offer found in the ad, and c) encourage visitors to click a link to provide us just a little bit of information so we can know more about them (our pre-approach information). Then and only then does it drop us to a secondary landing page that provides the information they are seeking, along with product information. This secondary landing page can be very similar to the product page--but it also contains information about the promotions.
If we spend $4-20k on an ad, we can easily afford to spend an hour to create a simple primary and secondary page to optimized returns.
KEY:
- The purpose for the ad is to sell the product and get the people to call or go to the landing page.
- The purpose for the landing page is to get people to provide their contact information (NOW you have a lead).
- The purpose for the landing page is to provide the deliverables promised in the ad.
Sample Landing Pages
Click here to download a zipped file containing an example 1) ad, 2) primary landing page, 3) lead form, and 4) secondary landing page. These samples demonstrate how to put together this kind of campaign. Thumbnails of these graphics are on the left of this page.
Additional information about optimized landing pages can be found at WilsonWeb.com
More information can be found within the advertising links.
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