If you watched the Super Bowl, you probably noticed several advertisers using unique URL’s or website addresses in their ads (examples: Doritos and Pepsi). Like unique phone numbers, using a website address unique to a particular ad or advertising campaign is a great way to measure and track your results. Combine this with trends in branded searches, traffic to your main website, etc. and you can get a very good idea of the ROI from a particular marketing investment – like spending $3MM for a Super Bowl spot.
Some advertising sales reps will argue that you shouldn’t use a unique URL or phone number because you lose the branding of your main number or web address. Makes some sense, but in our opinion the data gained from tracking far outweighs any branding. It is also important to remember that, in most cases, the less you know about the performance of your advertising, the better it is for the person selling the advertising.
Whether you’re a big company spending money on national TV spots or a little company about to throw a hail Mary on a full page ad in Washington Spaces magazine, take a tip from Super Bowl advertisers and use unique URL’s and landing pages combined with a search campaign to accurately measure and track your ad!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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