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Advertising and Promotion

You're spending good bucks on banner ads, keywords, search engine placement, newsletter advertising, email marketing—even in offline advertising vehicles like magazine, newspapers, radio, and TV. Like a businessman once said, "I know that half of my advertising budget is wasted, but I don't know which half." Not so on the Web. Using your log reports and assigning unique gateway pages for each advertising program, you can tell right away if a particular form of advertising is pulling traffic to your site—or not. The log reports can even give you a way to compare one type of advertising vehicle against another to see which one works best. This way, you can find out which chunk of your adverting budget is wasted and instead target the whole budget to advertising and promotion vehicles that yield the best results.

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