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How to optimise B2B marketing campaigns that use banner advertising

January 7th 2011

Jasper Ditton

Head of Digital at Marketecture, helping clients to achieve their business and marketing objectives using digital marketing channels. Starting as a developer, Jasper moved to strategic and operational client services roles 5 years ago and has worked with some of the UK's largest brands and a huge variety of public sector, B2B and B2C clients.

As 2011 ramps up, we're working with many of our clients to plan their forthcoming B2B marketing campaigns. A number of these will use banner advertising on relevant industry forums and partner websites to provide relevant inbound traffic.

However, whilst most ad serving platforms will provide a record of click-throughs and impressions, how can you really optimise the campaign?

The answer is the Urchin Traffic Monitor (UTM) and clever use of Google Analytics

UTM was setup by Google specifically to provide the most accurate measurements of unique website visitors. By adding UTM variables to your advert link, click-throughs will be recorded under the campaign's name in the "Traffic Sources" section of Google Analytics.

If you combine this with setting conversion goals (e.g. clicking through to a callback form or newsletter registration page), you’ll be able to effectively track visitor behaviour and measure the success of the banners on each website. Recently Google introduced a really good visualiser – you can  quickly cross-compare aspects of visitor behaviour against goal conversion – which would allow you to work out different profiles for the traffic from each banner ad identifying trends such as:

  • Visitors via banner ad #1 visit multiple pages but don’t sign-up for the newsletter
  • Visitors via banner ad #2 don't visit many pages but have a high rate of callback requests

This can be used to refine the calls-to-action, content and setup of the campaign landing pages to make sure they are optimised for the traffic profile of each inbound route.

If you would like more information about how  Marketecture can help you optimise your online campaigns, please get in touch!

Jasper Ditton
Digital Account Director
0161 786 8057