Evaluating Web Marketing Advertisement Results

Publishers should provide at least the number of impressions and the click-through rate (CTR), by advertisement and by page. Small publishers might provide these only once a month; others might have an online dashboard for viewing results in near real-time.

Some publishers provide additional detail, including the performance of individual ads. Like Bing/Yahoo! or Google PPC programs, publishers might provide tracking code to place on landing or conversion pages. In other cases, a statistical program such as Google Analytics supplies the number of visits from referring sources.

If these options aren’t available, you can still track specific ads placed with the same publisher by asking your programmer to follow the directions in the next paragraph.

Every linkable ad requires a URL for the landing page, the page on which a visitor arrives after clicking. Create different landing page URLs that designate the type and source, and perhaps even the date, in this format: http://watermelonweb.com/?src=nmo0708leader2. In this case, /?src= stands for source, and the information at the end identifies the publisher (nmo), date (0708), and ad style (leader2 for leaderboard 2). Always test URLs, of course.

If you’re selling online, your programmer can place a cookie for tracking a visitor from arrival to purchase.

If the functions of your banner and PPC ads are comparable, calculate your ROI for banner ads in the same way. However, you might need to measure by a different criterion. A banner ad designed for branding is not directly comparable to a PPC ad offering a special deal.

You might want to calculate ROI by individual ad, ad type, publisher, offer, or period. Create columns on a spreadsheet to compare CPC, CPM, cost per conversion, and cost per conversion value.

The world of online advertising changes constantly, offering new publishing opportunities and new types of creatives. You can monitor these changes through your own exploration or by reading blogs and newsletters about online advertising. As always, pay attention to the changes that allow you to better target your market or increase the appeal of your ads.

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