by Tash Hughes
of Word Constructions (www.wordconstructions.com)
As a business
owner, you have been running some ads in various places.
You may or may not have seen an increase in business
from this advertising, and are not sure if you should
Hang on, how
do you know if those ads have worked? Especially if
you placed more than one, how do you know which ads
bought in new customers and which didn’t?
Unless you are
keeping track of your ads and their results, you are
just stabbing in the dark and could be wasting your
advertising budget. Who wants to keep paying for ads
that are doing no good? Or, worse, stop paying for ads
that were bringing in lots of business?
So how do you
keep track of your advertising results?
need to know how people are finding you. So ask each
new enquiry or customer where they heard of you – and
take note of their responses. Get as much detail as you
can, such as ‘the ad in the local newspaper’ not just
‘the ad’ or ‘the flyer in my letterbox’ not just ‘a
To make it easy,
make each ad different enough that people will be
able to explain where they found you. For instance, if
you ran an ad in the Daily and the Weekly people may not
recall which paper they read. But if you used different
special offers in each you will be able to determine it
business on the internet, you can even track ads by
using different links. You may be able to set up
duplicate front pages and use a different url in each
ad. Page stats will then tell you which ads are most
effective at bringing in customers.
there is software available that will actually track
your online ads for you.
What do I do
with the answers?
You will need to
record and make sense of the answers people give
you. A single answer doesn’t tell you much; it is a
group of answers that will enable you to make informed
decisions about your advertising program.
If you are
working in a shop, a piece of paper beside the till can
keep a simple tally of how people found you. You can
include options such as ‘walking past’, ‘word of mouth’,
‘newspaper ad’ and ‘letterbox drop’.
If you are
collecting answers via page stats or web form responses,
you can collect the data together at one time.
Using a piece of
paper or a program such as excel, list all of the
options for hearing about your business and record the
daily figures for each method. A software program that
tracks for you will automatically do this to save you
At the end of a
fortnight, month or quarter, total up the daily figures
and see where your best results are coming from. This
information is the basis of future advertising
Tash Hughes is
the owner of
Word Constructions and is available to solve all
your business writing problems! From letters to
policies, newsletters to web content, Word Constructions
writes all business documents to your style and