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How to Test Your Ads & Improve Your
Profitability
© 2003
by Angela Wu
It's so easy to blow through money when marketing a
website.
If you're like many new entrepreneurs, you may have already
wasted several hundreds, if not thousands, of dollars on
marketing campaigns that didn't give you the results you
were hoping for.
So how does one figure out which campaigns are worth the
time, trouble, and money?
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You track them. Ad trackers are commonly used to monitor
the results of a marketing campaign. A specialized 'coded'
URL records the number of times people click on the link.
You'll be able to see how many 'hits' and unique visitors
you get from each of your advertising campaigns, and by
analyzing this information, you can instantly see which of
your campaigns are successful -- and which are not.
A hit-and-miss 'strategy' is simply too frustrating, and
often times too expensive! Here are just a couple of
examples of what an ad tracker can tell you:
EXAMPLE 1: Let's say you run the same ad in two
newsletters or ezines. EzineA has 10000 subscribers, EzineB
has 50000. Most beginners naturally assume that a larger
number of subscribers means a better response rate. This
isn't necessarily true. What actually matters is how many
people READ the ezine and how responsive they are! Your
tracker will show you cold, hard numbers of how many
subscribers from each ezine respond to your ad.
EXAMPLE 2: You create 2 different sales pages,
each with a unique tracking link. You can send an equal
number of visitors to each sales page, and let your tracker
tell you which one is converting more visitors into paying
customers.
A good tracker doesn't have to be expensive, either.
Consider how much you pay for a single ad whose results
you'll have to guess at... when instead, you could invest in
a tracker that will SHOW you which of your campaigns are
giving results. There are a wide variety of trackers
available -- choose one that suits your needs. A couple
include:
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* AdTrackz,
* HyperTracker,
Tracking your campaigns is also important when you're
marketing offline. For example, let's say you create a
couple of brochures. You can track orders by providing a
'code' on the enclosed order forms, or if you're directing
people to your site, provide a different URL on each
brochure to see which one is getting the most response.
Knowledge is a powerful thing!
By testing everything you do, you'll have solid proof of
what doesn't work, what works well, and what can be
improved. You know which ad campaigns to continue ...
and which ones to dump for something more profitable.
So invest in some a good tracker -- you'll gain valuable
insight into where your sales are coming from, and be able
to refine your marketing efforts and ultimately improve your
bottom line.
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ABOUT THE AUTHOR:
Angela is the editor of Online Business Basics, a practical
guide to building a business on a shoestring budget. It
features loads of instantly usable tips and tools that were
specifically chosen for beginners! For details, visit http://onlinebusinessbasics.com/article.html
or download the free trial version of the Online Business
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