Tracking -The final component

Tracking how an individual ad doing is the single most important part of succeeding with your online advertising. Without effective tracking your success will be anectodal, and hard to judge. So each individual ad should have a seperate tracking code, in order to track each change you make. While this might be time consuming, measuring the effectiveness of each individual ad will pay off over time. I would suggest one of the tools such as GoToast to automate tracking.

Tantalize

Ok. This entry is months late. Sorry. Writing tantalizing copy is on of the more difficult things to do. It's not enough to write ad copy that gets a user to click on the ad. The copy also has to present enough information in the ad so that the user is prepared enough to buy or at least be receptive to the next ad message when he lands on the clicked page. Remember we are trying maximize conversion into paying customers, not get them to simply click on the ad. With this in mind, copy needs to be written based on the type of offer you have. If you are selling products, it's often very effective to purchase specific keywords for specific products and drive those links directly into the product page (Remember Tighten right?). There are multiple benefits to this approach. As a general rule, the more specific the keyword, the lower the cost of the bid. Additionally this will allow users to immediately land on the product page without rooting around your web site trying to find the product you are advertsing.

If you are selling a service or another intangible, it's important that the story told by the advertising move seamlessly into the story that is presented by site. Then leading your proposed customer down the buying path, into a buying framework.