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| eMarketing Tips and Tricks - April 8, 2003 |  |
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Have your ad seen by more than 12,000 SME owners and marketers. Advertise in the @Marketing Digest. MediaKit Today's Article: How to Track your Online Ads Today's Ask Dr. Ebiz: HTML Email Compatibility of Client Software
How to Track your Online Ads by Chee
Wee For the online marketing world, it is just as important to track your ad results. Knowing the exact response rate to your advertisement enables you to know how well it performed and this knowledge can help maximize your profits. If an ad is not performing satisfactorily, improve upon it. Change the headlines, ad copies, graphics or layout and re-test the ad. If the problem lies with the medium which you are using, dump it from your campaign. Always test your ads on a smaller scale before launching the full campaign. That's how successful marketers do theirs. Tracking your ad results also allow you to verify that the publisher has delivered his part of the deal fully, especially if you are paying on a per-click basis. The most basic way to track online ad results is to measure clickthrough - how many people clicked on your advertisement. There are other vital measurements such as conversion ratio. But measuring clickthrough is good for a start. I have outlined two methods of tracking clickthroughs below:
If you have access to your own CGI directory, I recommend LnkinLite, a small yet powerful CGI script that tracks clicks to your site in the background. LinkinLite is the best free click-tracking software I have used. Another CGI script you can try consider is Prolinkz, but it will set you back by $45.
Online tracking services count clickthroughs through their own servers. The service is usually free. Some require monthly fees or you have to upgrade to paid versions for advanced features. Here is a list of online click tracking services: Roibot Regardless of which tracking methods you ultimately choose to use, you need to track your advertising results. It is one of the crucial steps to marketing success. --------------------------------------- Editor's note - A couple of other great online ad
tracking services are Eztrackz - which can also track sales and AdTrackZ.
"What is the best current information regarding HTML-email compatibility of major email client software?" -- Simon Carter, Nettec Two years ago I published an "HTML E-Mail Client Program Summary" in which I determined that about 13% of my readers could not see HTML email. (http://wilsonweb.com/wmt6/email-client-summary.htm). A lot has changed since then. Nearly everybody can see HTML email these days, except...
I estimate that 90% to 95% of Internet users can read HTML email. That doesn't mean that they prefer HTML email, but that they can see it. Recently I've taken subscriptions to various publications allowing subscribers to select format (text or HTML) with HTML pre-selected. Between 18% and 23% select text as their preference; the rest stay with HTML. If possible, let your subscribers select their own preference. As a publisher I prefer to use HTML over text since URLs are not necessarily shown as clickable hyperlinks in text messages sent to AOL and Hotmail users. Copyright 2003, Ralph F. Wilson. All rights reserved. Used by permission. |
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