How To Track Your ROI On Print Advertising

Business owners are still spending money on print advertising as its a proven way to reach a target audience in your target area. There are hundreds of small print magazines in cities and towns throughout the UK and many of the adverts in these magazines offer nothing other than information.

In this weeks video I give you some ideas for tracking your print advert. If you run print ads you must track the performance. Why would you place an ad in a magazine or paper and not know how effective is? Have you got money to waste in your business?

Video: Example & Ideas For Print Adverts

Watch the video below for some examples of different offers and ways you can track your ads.

The next time you run a print advert have a think about the following:

Does the advert have a Call To Action and will you get a direct response from the customer reading it? For example if you have a podcast your ad should send people directly to a page where they can subscribe.

  • What is your goal with the ad? –  Will this ad bring you or your client the desired result. Will it send the customer online to place an order or walk into the shop.
  • Can you track or measure the result? – Force the customer to bring the ad into your shop to receive discount. Use a code for online purchases. Use a custom phone number for phone ordering (you can buy on a temporary phone number from Skype for under £4 a month).
  • Is the ad unique? – Create your ad so it directly targets the readers of the magazine or paper. You can use different custom website landing pages for each publication. You can create different offers for each publication. Creating these unique ads will help you track the performance and give you an idea on your ROI.

Be Different!

Don’t copy other business adverts. Be different, do something crazy that stands out (be sensible here), create a buzz, print your advert upside down if they let you!

If your competitors are doing 20% off vouchers be different and give something of value away for free or even team up with a related business and run the ad together.

Find out what your competitors are doing and do the opposite!

Do You Have Ideas For Catchy Ads?

What print ads do you run and how do you make them different? Please comment below.

Comments

  1. Why would you send someone to a landing page and not your shopping cart?

    • Greg, having a custom landing page allows you to make unique offers to the reader of that publication and to track the performance of the ad.

      If you created an ad and used a custom page like /magazine-name people who go to that page have all seen the ad (you are now tracking) you could then make the offer unique to that audience.

      Say your ad was to target students you could do a 2 for 1 offer rather than a straight discount. You would then monitor the results. Sending traffic straight to the shopping cart provided no way for you to measure the performance based off all the other people that visited the shop.

      I’m talking about print ads here, obviously for online ads you can track links etc

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