Know who is seeing you
We are constantly hearing how ad agencies use different tracking methods and use different resources to track the results of an ad campaign. This should also be part of a publicity campaign. All pr clients and publicity firms know that it is important to know how a campaign is doing, and tracking results is one method.
If you are using any ad networks for a marketing or publicity campaign, then you should have the third party be using a tagging or coding process in place.
Using tags properly can help you better understand the results form prospects, potential and existing customers.
One tech author, Pam Stein writes this about tagging: "The network will then generate a tag that the advertiser will implement on the proper landing page(s) of their site. Typically, this is the confirmation page, so that they are able to see transactions produced from the campaign. But it could also be a thank-you page after a consumer registers for a sweepstakes or requests a brochure.
Whatever the goal of the campaign, the page that needs to be tagged is the one that appears once the user has done what you wanted them to do."
She further explains and gives an example of what a typical pixel code will look like when implemented into a page. Working closely with the marketing people and advertising staff in a company will strengthen a publicity campaign. Knowing what each department is doing can further your exposure so as to not duplicate efforts. Remember to allow for changes in a pr campaign. Being flexible is what tracking is about.
- Know how to read the results
Tracking a campaign