Title
Tracking online ad campaigns: A primer
Abstract
Anyone can engage in online ad spend, but it is only when the marketer tracks and optimizes ads that the advertising can be paid for and the business can still be profitable. This paper includes a number of suggestions to help accomplish this task. After defining basic ad effectiveness indicators, the paper discusses the fundamentals of using Google AdWords, Google Analytics, Google Website Optimizer, affiliate program software and banner ad serving software. If these fundamentals are followed, and if the web marketer continues to develop his/her ad tracking expertise, both sales and profits should increase.
Department(s)
Finance and General Business
Document Type
Article
DOI
https://doi.org/10.1057/dddmp.20https://doi.org/10.19
Keywords
online advertising, ad optimization, web analytics, website optimization, affiliate program software, ad serving software
Publication Date
2010
Recommended Citation
Wilson, Ralph F., and James B. Pettijohn. "Tracking online ad campaigns: A primer." Journal of Direct, Data and Digital Marketing Practice 12, no. 1 (2010): 69-82.
Journal Title
Journal of Direct Data and Digital Marketing Practice
