The pain of tracking the effectiveness of your online ads has evolved
by leaps and bounds. In fact today digital marketing can be tracked in a matter
of minutes with a simple click or two. More over the ease in tracking the
progress of your ads as well as monitoring the traffic to your website will provide
valuable insights on who your customer(s) is and his shopping behavior.
I. Pay Per Click (PPC) advertising, the search engines provides
relatively sophisticated tracking systems, making it very easy to see one or
serval ads live/as they are being clicked on by customers. More importantly, PPCs
will show you which ads are actually converting. Traffic without conversions equals
zero. Note using an IMC plan, (Integrated marketing communication is the application of
consistent brand messaging across both traditional and digital marketing channels) you can implement a tracking
methods by assigning different values to each of the sites in which the ads will
appear. This way, when a customer clicks
on the ad, they will be directed to the web- site plus you will how they were
driven to the site. If you creating redirects, this data can be seen in the web-site's
log files, through reports generated by link programing or within an auto responders
methods.
II. One extremely simple way in measuring your digital marketing effectiveness
is to add an unsophisticated referral box right in the web-site's shopping
cart. Here you can ask customers when their making a purchase to answer how
they found your site before they complete their order. Several consumer sites
incorporate a drop-down list for which customers can choose and to make this
process go seamlessly and quickly.
III. Lastly, the question is what do you do with the data once it’s collected? How
do you analyze the information that you've gathered through our tracking
methods? If you see that the ratio of impressions to clicks is very low, you'll
at least need to consider making some changes to the marketing ads. Keep in
mind that your ads needs to connect with your target audience and compel them
to; want to find out more, visit your web-site, shop then, tell and friend. If
you are getting a good amount of clicks, but they aren't converting, it could
mean that your ad didn't reflect what you are promoting very well. Remember
your brand narrative has to appeal directly to your target market. Check out my
May 21st post” Monetize web traffic
to popularize your Brand”
Ideally when starting out it’s recommended to start slow and test
the waters, your digital marketing campaign is no different. You don't want to
spend a great deal of time or money on an extensive campaign. The gold is to
develop a targeted branded campaign that will generate super results. Another
good idea is to do split testing. For each products or service, create two ads
and track which one individually . . . another part of the learning curve. Take
small steps and learn with each one.
Measuring your digital marketing effectiveness should be constantly
evolving.
Good luck with
that!
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