Rudimentary Online Ad Campaign Tracking

Sometimes you just can’t track your campaigns the way you want to. People call instead of click, they move across devices, or simply the technical aspect of tracking just hasn’t been implemented yet. So what do you do when you do want to track those dollars spent towards adverting on platforms such as Google AdWords? It’s fairly simple…

First thing you want to do is create a campaign with all your settings (location, budget, etc.)

Then create several different ad groups and prefix them with some numeric reference. I use 100, 200, 300, …and then for each ad I do 101, 102, 103, but going into the ad level is getting ahead of ourselves and out of the scope of this article.

Ok, so if we look at our ad groups we’ll see we have a couple, each based around a general theme and numerically referenced. Now what we’ll want to do is run only the first ad group and pause the rest on the first day of the week. All leads/sales that were generated we obviously know what ad group that came from the ad group starting with 100. Day two pause the first ad group and then enable ad group 200 and do the same… track the sales/leads from that day and attribute them to the ad group. Keep doing this for a couple of weeks. It’ll be best if each ad group has a chance to cycle through so that they run on different work days of the week. (I personally don’t run ads on weekends)

For Example:

Day 1 Monday….. Ad Group 100 (17 leads, 3 sales, $2,300)
Day 2 Tuesday…. Ad Group 200 (3 Leads, 0 Sales, $0)
Day 3 Wednesday.. Ad Group 300 (7 Leads, 4 Sales, $5,500)
Day 4 Thursday… Ad Group 100 (14 leads, 1 sale, $790)
Day 5 Friday….. Ad Group 200 (8 leads, 3 sales, $2,370)

So after awhile you’ll get a good sense of what ad group is performing best. You may see that although one ad group gets a lot of clicks, it may not be generating as many leads/sales as another with a way lower amount of clicks. I’m assuming you’re in the business to make some sales and not just see how many people can click and waste your money.

If you’re thinking why not setup conversion tracking or use Google Analytics to simply track then please reference the title of this article.


Hard Bounces – Who Would Have Thought?

I was doing some testing and was wondering why hard bounces weren’t showing up in my email marketing system. I ran a test to some bounce and complaint test addresses that respond accordingly, and it worked. I was a little perplexed why the fake email addresses I was putting in didn’t bounce. Then it made sense to me… I was putting … which doesn’t have a server to respond back with information regarding the type of bounce. As soon as I put then it showed the hard bounce correctly. Now it seems common sense.

So does that mean that anytime that double opt-in isn’t used and someone enters a fake email address with a domain that does not exist it just become junk that piles up in the email database? I think so. I always stress the importance of list hygiene and not mailing to email addresses that have never opened a single email within a 3-6 month threshold. There are some situations in why it’s a good ideas to keep those email addresses in the system and not just purge them, but that gets to some pretty advanced discussion on deliverablity that I’m just not going to get into at the moment.