Tag Your Print Ads to Measure Customer Response

Tuesday, July 29, 2008 | 1:55 PM

One of the most important elements of any successful print campaign is tracking, and there are several response methods to choose from. These include vanity URLs, coupon codes, unique telephone numbers, and non-competitive Google search terms. But how do you decide which one is right for you?

Now, you can include multiple response types with our experimental custom-designed consumer response tag, or CRT. The CRT allows you to list multiple calls-to-action in one easy-to-find place: the bottom of your ad. These various action types fit different clients' needs, and give your clients many opportunities to get in touch with you.

In a recent experiment, online jeweler Blue Nile ran two corresponding print campaigns with a similar media budget: one using the CRT, and one using a singular call-to-action. The CRT ad campaign drove 6.5 times the sales that the traditional ads drove; customers simply had more opportunities to find their products than ever before.

(Click on the image for a full-size version)

Using the Print Ads interface, you can create your own CRT to append to your ad. During the campaign creation process, you'll have an option to create a customized CRT during the 'Ad Content' portion. Just follow this short four-step process:

1. Create the tag using our tool by selecting your contact options and layout.
2. Download a PDF copy to your computer.
3. Place the graphic in your ad layout.
4. Upload the final ad to your campaign.

When you’re planning how to track your next print campaign, keep CRT in mind as a new approach to reach all of your potential customers.

Posted by Mary Shirley, AdWords Account Manager