Tool #6 – Your Ad Tracking Software
This last tool… your ad tracking software… is one that a lot of marketers overlook… maybe most overlook… and they are wasting time and/or money.
Let me describe the situation like this…
Would you be running your air conditioner all day while leaving ALL of your windows and doors open, letting all of the cooled air out and hot air in?
Of course you wouldn’t…
But that exactly what most marketers are doing… they advertise with sources that they invest their time and hard earned cash into, and they have no idea of their “ROI” (Return On Investment). They don’t know where all of their “cooled air” is going, if you know what I mean.
What you, as a marketer need to do is track the results of their advertising… see which sources are working, and which are not.
You need to see how vital it is to scientifically measure the effectiveness of your advertising sources.
It doesn’t matter whether they are free ads or paid ads… you’re still throwing your resources away if they are NOT producing clicks on your links. After all, nobody wants to waste either time or money… right?
You do this by using tracking software to measure the number of clicks your ads are generating.
About four years ago I went through the process of testing over 150+ Viral Mailers and Safelists to find which ones were actually delivering clicks to my affiliate links.
Testing Your Advertising Results
Here is the process I followed:
First, I created a spreadsheet to record my results. I included the name of the mailer, the number of credits I needed to send email ads to the maximum number of recipients allowed on the “free” level, and the number of clicks received by those emails.
I always sent out the same ad copy on the same day of the week at about the same time. I then recorded the results for 3 weeks and used the spreadsheet to display the total number of clicks and the average clicks for each mailing.
Finally, I used the spreadsheet to reorder the mailers by the number of clicks received. I then determined a cutoff point that I believed to be effective… in my case I started at 20 clicks per mailing… if an advertising source didn’t deliver at least 20 clicks, I no longer used it.
Here is a link to a .pdf of my results… Advertising Test Results
Some things to take away from this test..
1. The test you are viewing is not up to date. Several of those mailers and are not even in existence today. Also, there is a typo in the spreadsheet resulting in an average of over 800 clicks on one source… I only wish it were so.
2. The average click through rate for the mailers is barely over one percent. As a whole, viral mailers and safelists are not very efficient advertising sources. Of course they don’t cost you anything either… except time!
3. There are a lot of 1’s and 0’s on that spreadsheet… that means I spent a lot of time and effort collecting credits to enable me to mail out my ads, and I only got one click… or NONE!
I am again in the testing process…
Last month, June 2019, I began testing my ad sources again to bring it up to date. I have already tested over 100 mailers. I haven’t even posted ANY of the results yet, but that will be coming very soon.
Where Can You Find Tracking Software?
You may be asking “What Tracking Software Do You Use, Greg?” I have tried many, but the one I am currently using for all my tracking is from All In One Profits. This is actually a suite of marketing tools, including an autoresponder, a splash page builder, AIOP Press Blog, AIOP Rotator, web hosting, AND the AIOP tracker…
ALL for just $11.50 per month.
Here’s the link… All In One Profits
One of the things I like most about the AIOP Tracker is the fact that I don’t have to create a different tracking link for each advertising source. I just create and track one link, and the report shows me where each click came from… both the advertising source and the geo-location.
One last thing… this process of tracking your advertising to determine the effectiveness of your promotions is NOT all that new.
Master marketer and author, Claude Hopkins, wrote what could be the textbook for “Scientific Advertising”, as it was titled, way back in 1923.
Since it is now in the public domain, I can share with you a download link where you can get it absolutely free.
Here’s that link…
That concluded our discussion of the “Six Essential Tools Every Marketer Needs”…
I hope you got a lot out of these blog posts, and more importantly, I hope you put them into action.