Be a Detective:Tracking Made Simple
Understanding what is needed to get results from an advertising campaign is a challenge that thousands of business owners now face. Marketing professionals must track efforts online and offline to better understand how and where consumers are being reached.
These efforts go beyond just checking your website traffic. For example if you’re running a campaign associated with a print coupon offline, the print coupon must have a call to action that will allow you to track the effectiveness of the campaign. An effective way to track the campaign is driving the consumer to a website where they must enter a promo code to receive a discount or free product.
If you are running a pay per click campaign online, tracking through a spreadsheet is an excellent way to get started especially if you have the time to dedicate to it. This is generally the most accurate way to track ROI and to determine which campaigns, ad groups and keywords generate the most revenue and have the highest ROI.
If you’re short on time, there are also services that track your conversion rate and your ROI for you automatically. Redzilla recommends Google Analytics to all it’s clients. You can easily track all internet traffic, where it originates from and which areas to focus your marketing budget.
However, be aware that the highest ROI does not necessarily mean a high profit/return. In PPC terms what this means is that you have to know the different ROIs of your keywords in their different positions and then select the optimum combination within your budget constraints. For example, making 10% profit on sales of $1,000 is better than 50% profit on sales of $10 while the ROI of the latter is higher.
Services like Redzilla.com will provide insight to better assist with your PPC campaigns and determine which keywords will yield a high ROI and high profit.
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