Is Your Google Advertising Working?

There are several ways to track the effectiveness and the profitability of your Google Advertising.  The most popular is to add a unique “ghost” phone number to your website and your ads that you can track independently of your business’s main phone number.  Many of our competitors offer this service.  We find that it’s usually not necessary, in fact, we recommend that small businesses stay away from these phone numbers.  They can create some issues.  In particular, what happens when your customers add the ghost phone number to their contact list / cell phone / adddress book?  Two potential issues can occur:

Why not keep it simple?  Just ask your customer how they found you.  Most new customers don’t mind being asked “How did you find out about us?”  They’ll usually tell you “A friend told me about you”, or “I saw you ad in the newspaper”, or “I looked you up online”.

Keep a notebook by the phone or at your front desk.  Train your staff to ask the question of each new customer, then keep a very simple tic sheet in the notebook.  You should have a category for each of the advertising efforts you pay for, like the newspaper ads, the internet, the Yellow Pages as well as a few categories for things like referrals, networking, etc.

At the end of each month, just add up all the ticks for each category.  If you’re spending most of your advertising money on newspaper ads, or TV ads, but they are the categories with the smallest number of new customers, then you need to think about adjusting your advertising budgets in those areas.

If you’re a re a customer of Third Marble Marketing and you are getting very few new customers saying “the internet”, or “Google”, then call us so we can make some adjustments.  We’re here to make sure your Google Advertising Service is profitable for your business.

I hope this helps.

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