9. Measure Results
Last but not least, measure results.
Based on your business goals, you should have identified specific metrics to know if your campaign is successful. You need to measure performance against those metrics.
Some types of ads, such as AdWords, are easy to measure because the data is automatically collected. For instance, you can track click-throughs and identify how many converted into online sales or leads.
Other types of ads such as television commercials may require you to manually collect and measure data. For instance, you might need to compare the amount of foot traffic or the number of closed sales, before, during and after TV commercials run.
As you track performance, learn and react. Tweak mid campaign if possible. Or do an analysis and debrief afterwards to learn for the next time.
So there you have it — how to set up an advertising campaign in 9 steps. By following this small business advertising checklist you’ll be positioned for success. Take a look at this sample checklist to help your small business plan an advertising strategy of your own.
Read the complete Small Business Advertising Guide:
- Introduction to Small Business Advertising
- How Can Advertising Help Your Business?
- What Is The Difference Between Advertising And Marketing?
- Where Can You Advertise Your Business?
- What’s The Cheapest Way To Advertise?
- Where Can You Advertise For Free?
- How Much Do Small Businesses Spend On Advertising?
- How to Plan your Small Business Advertising Campaign (Checklist)
- 50 Small Business Advertising Ideas
- How to Advertise Your Small Business Locally
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To be able to measure your results in step 9, you’d better have correctly set up conversion tracking code during previous steps. Make sure this is done before turning any campaign on. Also, for many platforms you may want to target audiences based on a previous visit to your site or behavior on your site. In those cases you may need to install code and define those audiences long before you start running a campaign to target them.
It is important to keep track of everything. This will ensure that the money that comes in is tracked with the money that comes out. This will let you see if you are really making money or not.
My best friend has been looking for ways to promote her products. She recently opened a small business, and she plans to expand it to other towns and, eventually, to other states. It appears that she could use some help from creative agencies to help her create a commercial to boost the visibility of her products. It’s great that you also mentioned being financially ready. I can’t wait to share this with her. Thanks!