Guide to Monitoring Your Advertising Results

Create consistently successful response rates

By Amy Gesenhues, Director of Marketing, Autodemo LLC

These steps are practical ways that can help you assess the success rate of your traditional advertising campaigns:

1. Leverage tracking codes when you produce an ad so that you can measure response rates.
2. Use planning and management software that helps implement, monitor and measure all of your advertising channels.
3. Enlist an expert to manage advertising campaigns for you.
4. Make your media buys through organizations that offer ad management and measurement reports.

Action Steps
The best contacts and resources to help you get it done

Key your ad to easily track response rates

If you're using multiple advertising channels, the best way to track results is to key your ads. By using a unique 800 number or URL on a print ad, direct mailer or in radio and television ads, you can easily track response rates. Give each ad a different key code so that you can determine which ad is more effective.

I recommend: Ask your Web designer to create ad-specific landing pages or purchase multiple, inexpensive 800 numbers at TollFreeLive, ConnectMeVoice or EasyCall Communications.

Use marketing management software

A variety of factors can determine the success rate of your advertising initiatives. Using marketing-management software can help you implement, audit and forecast ad results as well as plan upcoming campaigns.

I recommend: Use Aprimo or Sun Bear Software to help measure and monitor advertising campaigns and results.

Hire an expert

The more advertising campaigns you do, the more difficult it becomes to measure and monitor each one. Using an outside agency to track your ad results can save time while improving response rates and increase your return on investment (ROI).

I recommend: Let Competitrack monitor television and print advertising for you, or use Arbitron's services and software to help you reach your target audience more effectively.

Buy ads with measuring and monitoring reports

If you're doing your own media buying, buy from national media outlets that offer reporting capabilities. Outdoor media, radio and television spots, and print ads can all be purchased through companies that offer comprehensive media-buy reporting.

I recommend: Make media buys through companies like Koeppel Direct, SRDS Media Planning and Outdoor Media Advisors to get exceptional media placement combined with comprehensive reporting capabilities.

Helpful advice for making the most of this Guide

• •  Make ads engaging and compelling. The best-placed ads still need a hook.
• •  Cycle through new advertising campaigns quarterly to keep your ads from becoming stale.
• •  When leveraging unique landing pages on print ads and direct mail, track which pages are getting the best response rates.