Black box advertising
Running offers without a proper visit- and conversion-tracking solution is like looking into a black box. You have the input (traffic) and output (number of conversions) but you have no knowledge of how everything is connected and how it is all tied together. You don’t know which ad sets or keywords, nor what type of visitors are most likely to convert.
Without a tracker, Innervate Marketing had to assign campaign IDs manually to each tracking link on a landing page and optimize towards this general information. The affiliate network only provided a total number of conversions without any specifics.
Having so little information, it is hard to even determine what parts of traffic are profitable at all – not to mention scale up your business.
Deciphering the black box
Long-time ad tracker users are so used to basic functionalities such as postback tracking that they can’t even consider running a marketing campaign without it. For Innervate Marketing, postback tracking opened up a world of opportunities to optimize its campaigns.
For starters, the company may look at the dashboard for a quick glance at the campaigns. This immediately shows which campaigns may benefit from optimization toward specific keywords or ad groups. Thanks to top-notch conversion tracking, this is a no-brainer.
Voluum can display live data and is able to cross-reference many data points, giving marketers unparalleled opportunities to fine-tune each step of their campaigns. The truth is that once you start using a tracker, there’s no going back to barebone trackerless marketing. You just can’t function once you realize how much data you are leaving on the table. Having this information is just the first step though – the next is to use it to scale your business through in-depth analysis and various optimization efforts such as segmenting your traffic, A/B testing or using AI to distribute traffic in the most optimal way. Voluum provides all these options that all marketers can use and get used to.
That was the story with Innervate Marketing, which, once signing up for GuruMedia and Voluum, became an avid user of both platforms to much of our delight.