Tracking online ad campaigns: A primer

Anyone can engage in online ad spend, but it is only when the marketer tracks and optimizes ads that the advertising can be paid for and the business can still be profitable. This paper includes a number of suggestions to help accomplish this task. After defining basic ad effectiveness indicators, t...

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Bibliographic Details
Published in:Journal of direct, data and digital marketing practice data and digital marketing practice, 2010-07, Vol.12 (1), p.69-82
Main Authors: Wilson, Ralph F, Pettijohn, James B
Format: Article
Language:English
Subjects:
Advertising campaigns
Business and Management
Data mining
Gross income
Marketing
New Technology Briefing
Online advertising
Online Marketing/Social Media
Profits
Sales
Search engines
Software
Studies
Websites
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Summary:Anyone can engage in online ad spend, but it is only when the marketer tracks and optimizes ads that the advertising can be paid for and the business can still be profitable. This paper includes a number of suggestions to help accomplish this task. After defining basic ad effectiveness indicators, the paper discusses the fundamentals of using Google AdWords, Google Analytics, Google Website Optimizer, affiliate program software and banner ad serving software. If these fundamentals are followed, and if the web marketer continues to develop his/her ad tracking expertise, both sales and profits should increase.
ISSN:1746-0166
1746-0174
DOI:10.1057/dddmp.2010.19