Title

Tracking online ad campaigns: A primer

Document Type

Article

Publication Date

2010

Keywords

online advertising, ad optimization, web analytics, website optimization, affiliate program software, ad serving software

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.

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.

DOI for the article

10.1057/dddmp.2010.19

Department

Finance and General Business

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