Lesson 16:
Track Your Ads
By Daniel Janal
Founder, Great Teleseminars
You've heard the old, tired joke about "Half my advertising doesn't work. The only problem is I don't know which half."
Thanks to the Internet, there’s no reason for you to say that.
You can find out exactly which ads and which calls to action work or don't work when you create "tracking codes" with your shopping cart program or mailing list manager program.
Tracking codes can also show you how many people:
- Saw your ad
- Opened your email
- Clicked on the links in your ad
- Ordered the seminar or product
The report could also show:
- Revenue for each ad
- Revenue for the product
- Other relevant statistics to see which marketing activities work and which don't.
Here's a sample of my tracking report from a teleseminar I conducted:
I’ll share results of one campaign with you. I sent 2,000 newsletters that contained info about the seminar and my newsletter. The next day I sent 2,000 messages that specifically talked about this teleseminar and nothing else.
I discovered that more people ordered the seminar from the stand-alone message than from the newsletter mention.
That gives me information that I need to test.
I don’t know if those figures are going to hold with my next seminar. Maybe I wrote a really good headline for this teleseminar and that stood out. Maybe the next time I test a headline it will really stink and I’ll get more orders from the e-zine than from the stand-alone message. I don’t know. That’s why I keep coming back to the point that this is all about testing to see what’s going to make sense for you.
Action Steps:
- Create a series of tracking ads that track each campaign, such as:
- Order from link in your email newsletter.
- Order from link in a stand-alone email.
- Order from link on your web page.
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