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Measure the cost of advertising – how to raise the effectiveness of youradvertising seven fold.Let me explain first of all why I am qualified to write an article about the cost of advertising – a long time ago I had an annual advertising budget of $200,000 tosell printing equipment. A manager asked me to place an Advertisement in apopular magazine – the full page colour advert cost me $2200 and it bombed – Igot one sales lead, not even a sale, just an enquiry.I sure moaned about that, even with $200,000 I needed to watch my spending.Another manager heard me ranting on, and asked – “How many sales leads doyou get per advertisement” Nobody had asked me before, I just relied on gutfeelings as to whether publications were worth advertising in. In fact, weadvertised in some magazines because they ran a great golf tournamentFast forward 15 years – I now don’t advertise in magazines, I advertise onGoogle Pay per Click. I measure how much a word bid costs me per visitor, howmany visitors I get per advert. I measure the effectiveness of each advert. I lookfor cheapest bid words. I measure how many visitors are required to make asale. I am now better qualified at my job because I made mistakes in the pastand learnt from those mistakes.If you don’t measure the effectiveness of PPC advertising, you are wasting timeand money, and could probably sell 7 times more product for the same budget.Here are my tips for getting 7 times more business from the same advertisingbudget – tried and tested.1/. Relevancy. Text Ads should be relevant to the search words. If you sellflowers, write the ad to be as relevant as possible – write the ad, one word perline - Flowers, Flowers, Flowers. The keyword should be Flowers.2/. In fact don’t do text ads to sell flowers, show an image ad of Flowers3/. Even better than that, try the new Google Display Ads.4/. Always compete two ads, kill the advert that does not perform, try to make abetter advert, always kill the losing advert. Keep repeating this process.5/. Download our Free Excel sheet from http://affiliate-school.blogspot.com/ tomeasure how many sales leads you get from an advert.6/. Measure how many sales you get from how many visitors to your website tocalculate the total number of visitors required to make a sale.7/. Try improving the conversion rate by analysing the website to see whetheryou can get more people to take action, request a quote, complete a form.
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