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Previous: Staying Ahead of Rising Gas Prices How well is your advertising working? If you’re really not sure, you’re not alone. Many small business advertisers know their business decreases if they don’t advertise, but don’t really know which of their ads or which media are bringing in the business. And that’s a waste of advertising dollars. Here’s why: changing the text or the color or the look of an ad can double or triple the responses you get from your ads. We’ve seen this numerous times with banner ads run by companies' advertising on BusinessKnowHow.com. Sometimes an ad’s colors will be so similar to our site colors that the ad blends right into the site. Other times, the offer or promise advertised in the ad doesn’t grab the reader’s interest. Still other times, we’ve seen different sized ads get much different responses. (And the winner isn’t always the biggest sized ad.) The only way you will ever know which is the best ad to run on a website or any other media is to test, test and test again. Many websites (including BusinessKnowHow.com) run banner management software that will automatically rotate different versions of your ads and can produce statistics showing which ads had the best click through rates. A few of the ways you can test print and broadcast media include using special codes in coupons, special 800 numbers, and slight variations of offers. How to Never Make a Major Marketing Mistake Again Posted by Janet Attard on September 14, 2008 at 2:16 PM | Comments (0)Comments Post a comment |
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