How Does Google Measure Advertising Response?

Or should it be asked instead; how do the rest of us measure advertising response? Many marketers and advertisers can only guess when trying to measure advertising response. But of course, it’s not ideal to measure advertising response based on speculative figures.

Which is why this advertisement for Google was so eye-catching.

It shows us that Google has a way to measure advertising response for their AdWords campaign. The ad offers a free trial of AdWords, which you get by texting “AdWords to 1995 4995.” Google sends you a reply SMS containing a special code, which you redeem online for the free trial.

How does this measure advertising response?

The SMS response mechanism essentially takes out the guesswork when Google measures advertising response. The number of texts received = the number of customers interacting with the campaign. Mobile marketing brought Google a way to measure advertising response, and they can also see the exact time and day that responses come in. This sure beats old-school ways to measure advertising response: trying to survey hundreds of customers to ask, “What brought you here?”

This all brings to mind a recent blog post by Marketing Interactions. On the topic of measurement of advertising response, the post declared:

According to Adobe’s 2010 Analytics Survey, 44% of 1,000 marketers surveyed said they could not allocate sales and costs to marketing campaigns. Given this, it’s not really surprising that 76% of marketers cannot measure full marketing ROI.

It’s hardly a surprise that the 76% who can’t measure advertising response and ROI does not include Google AdWords. Google can measure advertising response with mobile marketing, which reveals exactly how many sales leads an ad generates. Of course, not everyone can have the brand awareness of Google (or their budget), but by scaling down, SMS marketing can give smaller businesses a way to measure advertising response effectively.

This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

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