Internet Marketing Conversions in Online Advertising
Statement: "I am not getting very many e-mails from my online advertising. Oh, By-the-way, a new customer called me on the phone."
Question: "How did he find you?"
Answer: "Saw my online Ad."
Measuring conversions can be very tricky indeed.
In the online advertising world a conversion can cover any number of occurrences that are viewed by the Internet advertiser as a positive step in the life of a "click."
For example: When a person clicks on the online ad and is delivered to a specific landing page, what happens next could be considered a Good conversion. Tracking a visit through to a contact page, sign-up for a newsletter, register for information, a purchase, and yes even a phone call because of an ad can all be viewed as good Ad conversions.
Many times conversions go on un-noticed with an advertising campaign because it may involve the phone call with never any mention of how they found you. If a general phone number is on the website a large number of calls will come in and if sales does not ask the question of how they found you it can be very difficult to track the leads.
So, how do you track this?
Actually, there are a number of web tools available from the search engine advertising programs developed to track click through from landing pages to other pages on a website. Additionally there are some excellent Web applications for Website tracking, Pages visited, IP addresses, Keywords used in the search engine results, URLs arrival from location, and ISP providers. All of these can give feed back for determining how well an ad campaign is running.
For the phone calls it is important to let everyone know that an advertising campaign is running and to ask the simple question, "How did you find Us?"
Question: "How did he find you?"
Answer: "Saw my online Ad."
Measuring conversions can be very tricky indeed.
In the online advertising world a conversion can cover any number of occurrences that are viewed by the Internet advertiser as a positive step in the life of a "click."
For example: When a person clicks on the online ad and is delivered to a specific landing page, what happens next could be considered a Good conversion. Tracking a visit through to a contact page, sign-up for a newsletter, register for information, a purchase, and yes even a phone call because of an ad can all be viewed as good Ad conversions.
Many times conversions go on un-noticed with an advertising campaign because it may involve the phone call with never any mention of how they found you. If a general phone number is on the website a large number of calls will come in and if sales does not ask the question of how they found you it can be very difficult to track the leads.
So, how do you track this?
Actually, there are a number of web tools available from the search engine advertising programs developed to track click through from landing pages to other pages on a website. Additionally there are some excellent Web applications for Website tracking, Pages visited, IP addresses, Keywords used in the search engine results, URLs arrival from location, and ISP providers. All of these can give feed back for determining how well an ad campaign is running.
For the phone calls it is important to let everyone know that an advertising campaign is running and to ask the simple question, "How did you find Us?"
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