Use your website to save money on advertising
It’s simple. Put measurement tools like Google Analytics on your website. Test an ad’s effectiveness by directing people to visit a specific page on your website, for example www.mycompany.ca/specials. Then, review the data to see how many people actually visit that page over the ad’s life. Wonder if Yellow Pages is driving business to your website? Again, look at actual visitor data.
Based on actual data, you can then make an informed decision based on fact. Simply move the money to where it’s effective and eliminate those that are not. Websites are incredible data gathering measurement tools. Use them.