Look At This
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Tracking: Don’t Leave Home Without It
by: Pat Marcello
What if Jonas Salk hadn’t tested the polio vaccine? Or, what if Einstein never tested his theory of relativity? Do you think they would
have been successful? In the science world, definitely NOT, and in the marketing world, testing is every bit as important if you
want to achieve success.
Any number of tracking programs are out there from Hits Connect to Track That Ad to the new Link Brander. Even server-side
tracking scripts are available for purchase. Regardless of what you use, tracking every ad that you post, whether it be to a traffic
exchange or to a safelist, you need to know how successful your marketing is. Why? Because if you don’t track your ads, you may
spend tons of time and money chasing a dog that you’ll never catch.
Tracking works simply. You place the ad URL into the tracker, which devises a new URL for you to use in its place. Every time you
employ the tracker URL, that “hit” is recorded by the tracking system.
Let’s say you buy 1,000 hits at XYZ traffic exchange. How will you know if they have been delivered, unless you’re using a tracking
system? You won’t, and though it’s the exception rather than the norm, you may not get the hits you paid for.
What should really interest you are actual click-throughs. That tells you how many times someone has actually seen your page
and clicked on the link to take them to the site you’re promoting. In this case, you will use the tracker link as the URL in your “call
to action” (the click here, join now, etc.) button on your splash page. Or, use it as the link in your safelist mailing, as an FFA link, or
in any other form of traffic generation system. By using the tracking link, you’ll know every time someone clicks because the
tracking system will tell you.
As another example, let’s say we advertised site ABC on traffic exchange XYZ and we used a tracking link for our call to action. We
did the same thing at traffic exchange 123. At XYZ, we got our 1,000 hits and only 15 people clicked through to our page. At 123,
we got 1,000 hits, but 100 people clicked through to our page. In which traffic exchange do you want to promote that particular
page more heavily? No brainer, right? At 123, of course.
The only way that you can possibly know whether your advertising is working is by tracking the results. Check out several tracking
services to see which fits your budget and has the features you like. Then, either buy the script or sign up for a subscription. A
tracking system is one tool in your marketing toolbox that you cannot afford to be without.
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