On February 8th, Ad House Advertising hosted a Google Partners event and invited Rio Rancho and Albuquerque based business professionals to come learn about online advertising and ad measurement. The event was well attended, we had two rooms full of guests!
John Wanamaker is famously quoted as saying “half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” This statement summarizes one of the limitations of traditional media spending: it’s not particularly measurable. There is no guaranteed way to measure precisely how many people saw your billboard, print ad, television commercial, or heard your radio ad.
When digital advertising entered the scene however, marketers could gain a clear understanding of who was seeing their messaging and how they were reacting. Return on investment could be confidently measured for the first time! With the rise in computer usage by consumers, marketers could effectively chart the path to purchase. But then, mobile phones hit the market, and the path to purchase suddenly became less clear.
Now, people purchase across screens. They may initially conduct a mobile search, then dig deeper on desktop or tablet, and eventually purchase in-store or directly from a company’s website. This presents marketers with new challenges. Every touch-point a consumer made contact with along their path to purchase deserves some credit, but how do marketers measure that? How do they attribute credit to every device and channel that led a customer to purchase?
The Google Partners seminar went on to discuss suggestions for how marketers can measure the effectiveness of their campaigns, by looking at cross device conversions, and measuring across channels. Google offers several tools in AdWords that allow the certified Search Specialists at Ad House Advertising to take a holistic view of a campaign’s performance.
Understanding the evolving customer journey and knowing which elements of your marketing are working is essential. The Search, Display and Analytics Specialists at Ad House Advertising are well trained and endorsed by Google to help you take a closer look at your marketing and identify what’s effective in reaching your customers. Identifying what works and continually optimizing your campaigns is one of our strengths. Google recommends working with a certified Google Partner Agency like Ad House Advertising. If you have any questions about how to measure the effectiveness of your advertising or boost ROI, contact us! And be sure to check out our upcoming seminars. They are always free of charge and cover a wide range of marketing subjects. Come learn with the experts!