So you need to track your offline marketing efforts to see which ads are working and which aren’t?
Accomplishing this is really quite easy. The trick is to simply give each advertisement its own unique Campaign URL. For instance…
In this case, the TV, Billboard, and Magazines ads each has their own URL. When combined with Google analytics, these Campaign URLs will give you insight onto which ads are generating the most profit for your business.
Here are the 4 simple steps to creating your Campaign URLs…
1) Create Campaign Folder
First we want to create the campaign folder. To help get you started, download the landing_pages.zip file.
If you unzip this file, you will find that it contains a folder named TV. The folder name will define the unique part of the URL. For example…
- If your folder is named TV, the URL will be mycampaign.com/TV
- If your folder is named Billboard, the URL will be mycampaign.com/Billboard
Feel free to rename the folder to whatever you would like the unique part of your URL to be. I’ll still continue to refer to this folder as the “TV” folder.
Open the TV folder and find a file named index.html.
You can open this index.html file with a simple text editor such as Mac’s TextEdit, PC’s Notepad, or any HTML editor.
If your familiar with HTML, this doesn’t need much explanation. Simply replace the the Google Analytics code with your own, set the page that you want to redirect the visitor to, upload to your server, and your done.
If you need more explanation, read on…
2) Define the Redirect Page
With the index.html file open, find the line that says…
window.location.href = "http://mycampaign.com"
Replace mycampaign.com with the domain name that you would like the visitor redirected to.
Save the file.
3) Adding Google Analytics
If you don’t already have a Google Analytics account, set one up now.
Find and copy your Google Analytics Tracking Code.
Next locate the Google Analytics Code in the index.php file.
<!-- Googly Analytics -->
var _gaq = _gaq || ;
<!-- END Googly Analytics -->
Delete the existing Google Analytics Code and replace it with yours.
Save the file
4) Upload to Your Website
Next you will upload the TV folder to your website. If your unsure how to do this, Godaddy has a terrific tutorial on Uploading Files to Your Website.
After the upload is completed test out your work by visiting yourdomain.com/TV (or whatever you renamed the TV folder to). You should be redirected to the final destination page, and the results should be tracked in Google Analytics.
A little hint – when testing, Google Analytic’s Real-Time feature is awesome. This way you can see your testing activity tracked in real-time.
Personalized URLs for Extra Credit
Campaign URLs are great for when your working with static advertisements. A static ad does not change – every person sees the exact same ad – think magazines and billboards.
But there are other advertising mediums that make it really easy to personalize the ad to each and every recipient - think email or direct mail.
Your already doing this with email. If you ever sent out an email blast, you likely greeted each person by their name – “Hi Joe,” or “Hi Sally,”. This is personalization in action. But now your going to take it to a whole new level.
The call to action in your email is probably something like…
“To learn more visit our website at Gizmo.com.”
A Personalized URL will take “Gizmo.com” and personalize it to each and every recipient. Such as…
You get the idea. Everybody, get’s their own Personalized URL. Personalized URLs take campaign URLs to a whole new level. Now, your not only tracking which campaigns are getting the most response, now you tracking exactly who is responded to your message, when they responded, and what actions they took. This, my friend, is extremely valuable information!
Utilizing Personalized URLs will significantly increase your response and conversion rates. Ultimately, that means more money in your pocket!
So when is it appropriate to use Campaigns URLs vs Personalized URLs? Here is a brief chart showcasing which advertisement mediums are best suited for each.
I know what your thinking… These Personalized URL things must be expensive. And you would be right… 10 years ago! But technology in the last decade has made Personalized URLs not only affordable, but extremely easy to use.
Variable Data Printing is the technology that allows printers to dynamically print the unique Personalized URL on each Postcard, Direct Mail Piece, or letter. This used to be an expensive process. Now, nearly every printer has the technology and can execute it for pennies.
Actually creating the Personalized URLs (also known as PURLs), also used to be very expensive and time consuming. Now, you can get started with 100 PURLs for free with our software – Purlem.com. And it is so incredibly easy!