Recommend a URL in Your Client's Next Ad
Use one that gets tracked to your media.
One way to sell more print ad space is to encourage your advertisers to add a campaign and magazine specific URL to their next print ad. It is one extra step. But here is what happens; a readers sees the ad and is motivated to search the Internet for more information. By using a campaign and magazine-specific URL, the advertiser can track which campaign and which magazine drove the reader to their Web site.
A post on Clickz by James Hering offered tips on how to use campaign specific URLs. Hering references research that indicates many do not like to enter long URLs with a lot of extra slash marks. As result, some marketers now favor campaign-specific URLs, often based on the the tag line of the campaign:
Now add the magazine initials or just a number to designate a specific media and your client can have it all. Is it better to use a custom campaign URL or extensions of the brand URL? Using the brand URL, of course, reinforces the brand. Which approach is better? The answer: the one that gets your advertiser to include a magazine-specific reference so your media gets tracked!
-- Josh Gordon is president of Smarter Media Sales.com where he works with publishers to maximize their online and print revenue through training, consulting, and representation.
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