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What's the Score?


You may be aware that in a basketball game the assistant coaches keep an almost unending list of personal statistics for each player.  Rebounds, assists, points, minutes played, etc.

Why is that?

Because they know that these individual statistics all add up to the bottom line. 

The final score. 

If they can achieve even a small incremental improvement in these individual statistics for each player this will have a compound affect on the final score. 

And of course, it helps them know which players to give the most playing time too. 

In marketing your business you should be just as disciplined. Which products and which ads and which media should you give the most playing time?  Do you know?

What's the point of designing and implementing an advertising campaign if you don't know if it worked or if it was better than the last one? 

What a waste.

How do you know where the best place is to spend your advertising dollars? 

By tracking everything. 

Incoming calls, emails, walk-ins, website visitors, etc. 

Train yourself and your staff to always ask these questions.  Where did they come from?  How did they hear about you?  Which ad did they call on? 

Here is an example:  Let's say you place a classified ad in the newspaper at a cost of $135.00 offering a free report on your product.  You could track the incoming calls in many ways (for instance by directing them to a free recorded message with a unique extension number or simply by asking them where they heard about the offer when they call). 

Let's say you receive 12 calls on this ad and 2 of them end up as completed  sales.

What is your cost per prospect?

(Cost of Ad) / (Number of Calls) = Cost Per Prospect

$135.00 / 12 = $11.25

Your cost per prospect is $11.25


What is your conversion rate of prospects to sold clients?

(Number of Sold Clients) / (Number of Prospects)  = Conversion Rate

2 / 12 = .17 (or 17%)

Your conversion rate of prospects to sold clients is 17%


What is your cost per sold client?

(Cost of Ad) / (Number of Sold Clients) = Cost Per Sale

$135.00 / 2 = $67.50

Your marketing cost per sale is $67.50.


Now let's say you place a display ad in a large local corporate newsletter and it costs you $450.  You get 27 calls which turn into 4 sales. 

Which ad is performing better?

What is your cost per prospect for this ad?

(Cost of Ad) / (Number of Calls) = Cost Per Prospect

$450.00 / 27 = $16.67

Your cost per prospect is $16.67


What is your conversion rate of prospects to sold clients?

(Number of Sold Clients) / (Number of Prospects)  = Conversion Rate

4 / 27 = .15 (or 15%)

Your conversion rate of prospects to sold clients is 15%


What is your cost per sold client?

(Cost of Ad ) / (Number of Sold Clients) = Cost Per Sale

$450.00 / 4 = $112.50

Your marketing cost per sale is $112.50.

Depending on your products and profit margin both of these ads may be performing well enough to merit continuation.  However, based on this information we would want to look for other opportunities to expand our use of the classified ad first.

This may seem a little basic but this information is extremely valuable and often overlooked. 

The outcome of most athletic contests is normally decided by a very small margin,  sometimes by as little as tenths of an inch or hundredths of a second, missing that pass completion by half a step or missing one basket. 

One would suspect that most winners and losers in business are also determined by very small margins. 

Not giving that extra little bit of caring and customer service.  Not having your presentation skills honed, not including testimonials with your sales information.  Not having the most effective headline in your ad or not having a headline at all.

And worst of all, not knowing which ads are working and which should be put on the bench.

"If at first you don't succeed, try, try again.  Then quit.  There's no use being a damn fool about it."  - W.C. Fields

Shawn Meldrum has spent the last two decades marketing everything from almonds to landscape lighting.  He currently specializes in marketing for mortgage brokers, loan officers and real estate agents.  For free mortgage marketing articles and much more visit: http://www.MortgageMarketingTips.com/


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. February / 22 / 2020

The 'Why' of an Advertising Photo - PetaPixel
The 'Why' of an Advertising Photo  PetaPixel

Guidance issued for advertising marijuana products in Maine - Press Herald
Guidance issued for advertising marijuana products in Maine  Press Herald

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Lyft Buys Halo Cars In Advertising Play - pymnts.com
Lyft Buys Halo Cars In Advertising Play  pymnts.com

True or False? Testing the limits of comparative advertising – Petline v Trupanion - JD Supra
True or False? Testing the limits of comparative advertising – Petline v Trupanion  JD Supra

Advertising Industry Being Disrupted by ASK Permission First Ad Blockchain - Yahoo Finance
Advertising Industry Being Disrupted by ASK Permission First Ad Blockchain  Yahoo Finance

Spain to Severely Restrict Advertising for On-Line Betting - The New York Times
Spain to Severely Restrict Advertising for On-Line Betting  The New York Times

Cache Of Lyerly Man's Documents, And Advertising Items Found By Next Of Kin - Thesummervillenews
Cache Of Lyerly Man's Documents, And Advertising Items Found By Next Of Kin  Thesummervillenews

Trump campaign buys top advertising spot on YouTube for Election Day | TheHill - The Hill
Trump campaign buys top advertising spot on YouTube for Election Day | TheHill  The Hill

Great Stuff™ Earns Top Accolades for Best Advertising Campaign and Best New Product Launch in Hanley Wood's Brand Builder Awards - Business Wire
Great Stuff™ Earns Top Accolades for Best Advertising Campaign and Best New Product Launch in Hanley Wood's Brand Builder Awards  Business Wire

Brave Challenges Google's Advertising Power Before the UK Competition Watchdog - Bitcoin News
Brave Challenges Google's Advertising Power Before the UK Competition Watchdog  Bitcoin News

Lamar Advertising (LAMR) is a Great Momentum Stock: Should You Buy? - Yahoo Finance
Lamar Advertising (LAMR) is a Great Momentum Stock: Should You Buy?  Yahoo Finance

Burger King breaks the mold with new advertising campaign - The Columbian
Burger King breaks the mold with new advertising campaign  The Columbian

Lamar Advertising (LAMR) Q4 FFO & Revenues Grow Y/Y, Stock Up - Yahoo Finance
Lamar Advertising (LAMR) Q4 FFO & Revenues Grow Y/Y, Stock Up  Yahoo Finance

Toledo-area companies and freelancers earn advertising awards - Toledo Blade
Toledo-area companies and freelancers earn advertising awards  Toledo Blade

Seeking nominations for the most important insiders shaping the future of TV advertising - Business Insider - Business Insider
Seeking nominations for the most important insiders shaping the future of TV advertising - Business Insider  Business Insider

Programmatic Advertising For Medical Marketing - Forbes
Programmatic Advertising For Medical Marketing  Forbes

Facebook Quietly Cuts Off Sensitive Ad Data Before It Can Get Cambridge Analytica'd Again - Gizmodo
Facebook Quietly Cuts Off Sensitive Ad Data Before It Can Get Cambridge Analytica'd Again  Gizmodo

Viewership and Advertising Insights for the Ninth Democratic Debate - Broadcasting & Cable
Viewership and Advertising Insights for the Ninth Democratic Debate  Broadcasting & Cable

Legal Perspective on COVID-19 Outbreak's Influence on Advertising Industry - SHOOT Online
Legal Perspective on COVID-19 Outbreak's Influence on Advertising Industry  SHOOT Online

Judge mostly rejects challenge to SF’s political advertising disclosure law - San Francisco Chronicle
Judge mostly rejects challenge to SF’s political advertising disclosure law  San Francisco Chronicle

What Google's plan to end third party cookies means for advertising - Business Insider Nordic
What Google's plan to end third party cookies means for advertising  Business Insider Nordic

Recommended reading: Squiggly careers and delusional advertising - Marketing Week
Recommended reading: Squiggly careers and delusional advertising  Marketing Week

Contextual advertising company GumGum raises $22M - TechCrunch
Contextual advertising company GumGum raises $22M  TechCrunch

Junk food advertising: WHO calls for legally binding treaty to end 'predatory commercial practices' - FoodNavigator.com
Junk food advertising: WHO calls for legally binding treaty to end 'predatory commercial practices'  FoodNavigator.com

How Anheuser-Busch is disrupting football advertising with the XFL - KSDK.com
How Anheuser-Busch is disrupting football advertising with the XFL  KSDK.com

ViacomCBS Puts Streaming, Advanced Advertising On The Front Burner 02/21/2020 - MediaPost Communications
ViacomCBS Puts Streaming, Advanced Advertising On The Front Burner 02/21/2020  MediaPost Communications

Moldy burger? Burger King tries new advertising campaign - Utica Observer Dispatch
Moldy burger? Burger King tries new advertising campaign  Utica Observer Dispatch

AdQuick raises $6M to conquer an advertising market Google and Facebook won’t - TechCrunch
AdQuick raises $6M to conquer an advertising market Google and Facebook won’t  TechCrunch

Amazon seller markets toys 'free from virus' amid coronavirus fears - Business Insider - Business Insider
Amazon seller markets toys 'free from virus' amid coronavirus fears - Business Insider  Business Insider

Advertisers are panicking over Google's plan to ditch cookies - Business Insider UK
Advertisers are panicking over Google's plan to ditch cookies  Business Insider UK

Bloomberg advertising: Inside Hawkfish, run by Facebook's Gary Briggs - Business Insider Nordic
Bloomberg advertising: Inside Hawkfish, run by Facebook's Gary Briggs  Business Insider Nordic

The brand safety challenge in digital advertising - The Drum
The brand safety challenge in digital advertising  The Drum

Does your advertising pass the 'give peas a chance' test? - Marketing Week
Does your advertising pass the 'give peas a chance' test?  Marketing Week

Google bans 600 apps from Play Store in 'disruptive advertising' purge - The Drum
Google bans 600 apps from Play Store in 'disruptive advertising' purge  The Drum

Social Media Tops Digital Advertising With 28% Share: DAN Report - Entrepreneur
Social Media Tops Digital Advertising With 28% Share: DAN Report  Entrepreneur

Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’ - CBS Dallas / Fort Worth
Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’  CBS Dallas / Fort Worth

Join us for a pint at The Drum Arms during London's Advertising Week Europe - The Drum
Join us for a pint at The Drum Arms during London's Advertising Week Europe  The Drum

Bloomberg to take national stage for first time since Wisconsin advertising blitz - Channel3000.com - WISC-TV3
Bloomberg to take national stage for first time since Wisconsin advertising blitz  Channel3000.com - WISC-TV3

Artificial Intelligence Marketing is the AIM of Advertisers in 2020 - Business 2 Community
Artificial Intelligence Marketing is the AIM of Advertisers in 2020  Business 2 Community

This week's top advertising and media news, analysis - Business Insider - Business Insider
This week's top advertising and media news, analysis - Business Insider  Business Insider

Lyft buys digital car-top advertising startup Halo cars in shot to profitability - Financial World
Lyft buys digital car-top advertising startup Halo cars in shot to profitability  Financial World

It's time for digital advertisers to measure beyond verification - The Drum
It's time for digital advertisers to measure beyond verification  The Drum

Beyond Google and Facebook advertising: 17 ad platforms you should try - Search Engine Land
Beyond Google and Facebook advertising: 17 ad platforms you should try  Search Engine Land

Bank of America consolidates advertising with Publicis Groupe - AdAge.com
Bank of America consolidates advertising with Publicis Groupe  AdAge.com

This week's advertising and media news and analysis - Business Insider - Business Insider
This week's advertising and media news and analysis - Business Insider  Business Insider

‘Increasingly an awareness platform’: Amazon advertising is moving beyond search - Digiday
‘Increasingly an awareness platform’: Amazon advertising is moving beyond search  Digiday

New Era Of Interactive Video Will Create More Advertising Opportunities For Brands - Forbes
New Era Of Interactive Video Will Create More Advertising Opportunities For Brands  Forbes

Cobb business faces boycott after advertising on LED billboard - Atlanta Journal Constitution
Cobb business faces boycott after advertising on LED billboard  Atlanta Journal Constitution

How predictive advertising is changing the future of digital marketing - ClickZ
How predictive advertising is changing the future of digital marketing  ClickZ

FTC Commissioner's Social Media Statement Is a Heads-Up to Advertisers, Influencers | Corporate Counsel - Law.com
FTC Commissioner's Social Media Statement Is a Heads-Up to Advertisers, Influencers | Corporate Counsel  Law.com

German media association lambasts gambling advertising blackout - SBC News
German media association lambasts gambling advertising blackout  SBC News

Why the Guardian will no longer accept fossil fuel advertising - The Guardian
Why the Guardian will no longer accept fossil fuel advertising  The Guardian

Vast majority of Amazon advertisers plan to spend more on ads again this year - Marketing Land
Vast majority of Amazon advertisers plan to spend more on ads again this year  Marketing Land

CCPA Makes The Digital Advertising Industry Feel Like Charlie Brown - AdExchanger
CCPA Makes The Digital Advertising Industry Feel Like Charlie Brown  AdExchanger

BuzzFeed's 'fake news guy' Craig Silverman on digital advertising's 'tons' of bad actors - The Drum
BuzzFeed's 'fake news guy' Craig Silverman on digital advertising's 'tons' of bad actors  The Drum

What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World? - Adweek
What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World?  Adweek

Bloomberg to Double $300M Ad Spend After Iowa Caucuses - TIME
Bloomberg to Double $300M Ad Spend After Iowa Caucuses  TIME

What the ICO's reform of real-time bidding means for advertisers - The Drum
What the ICO's reform of real-time bidding means for advertisers  The Drum

Ermanno Scervino Fall 2020 Ready-to-Wear Collection - Vogue.com
Ermanno Scervino Fall 2020 Ready-to-Wear Collection  Vogue.com

Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey - MarTech Series
Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey  MarTech Series

Sir Ridley Scott's short film for prestige cognac brand wins advertising award - The Irish News
Sir Ridley Scott's short film for prestige cognac brand wins advertising award  The Irish News

Exclusive: Government to act on betting advertising in football this year with senior figures pushing for ban... - The Athletic
Exclusive: Government to act on betting advertising in football this year with senior figures pushing for ban...  The Athletic

Vaping laws crackdown: New legislation to regulate age, advertising - New Zealand Herald
Vaping laws crackdown: New legislation to regulate age, advertising  New Zealand Herald

Brave files formal request seeking to topple Google advertising monopoly - Micky News
Brave files formal request seeking to topple Google advertising monopoly  Micky News

Spain Says 80% of Online Gambling Advertisement Has to Go - GamblingNews.com
Spain Says 80% of Online Gambling Advertisement Has to Go  GamblingNews.com

Nielsen: Buy now, pay later and advertising - AdNews
Nielsen: Buy now, pay later and advertising  AdNews

Google will drop intrusive online advertising from 2022 - Stuff.co.nz
Google will drop intrusive online advertising from 2022  Stuff.co.nz

Advertising in railway carriages | Register - The Times
Advertising in railway carriages | Register  The Times

'Skyrocketing' job advertisement costs prompt launch of free care job site - Care Home Professional
'Skyrocketing' job advertisement costs prompt launch of free care job site  Care Home Professional

Council to sell advertising space on bus shelters - Epping Forest Guardian
Council to sell advertising space on bus shelters  Epping Forest Guardian

Changes made to Hampshire council websites after potentially illegal advertising data is found - Portsmouth News
Changes made to Hampshire council websites after potentially illegal advertising data is found  Portsmouth News

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Think Advertising Is A Requirement? These Companies Might Make You Think Again - Forbes
Think Advertising Is A Requirement? These Companies Might Make You Think Again  Forbes

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Thanks To Netflix, The Biggest Advertising Revolution Has Begun - Forbes
Thanks To Netflix, The Biggest Advertising Revolution Has Begun  Forbes

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Here's what you need to know in advertising and media this week - Business Insider - INSIDER
Here's what you need to know in advertising and media this week - Business Insider  INSIDER

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

5 Of The Most Impactful Advertisers Of 2019 - Forbes
5 Of The Most Impactful Advertisers Of 2019  Forbes

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Bringing Purpose To Advertising - Forbes
Bringing Purpose To Advertising  Forbes

What Is Programmatic Advertising? Definition, Types, Channel, and Advantages - MarTech Advisor
What Is Programmatic Advertising? Definition, Types, Channel, and Advantages  MarTech Advisor

More than half of Facebook's 7 million advertisers are now using Story ads - AdAge.com
More than half of Facebook's 7 million advertisers are now using Story ads  AdAge.com

BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences - Digiday
BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences  Digiday

What Is Display Advertising? Definition, Targeting Process, Management, Network, Types, and Examples - MarTech Advisor
What Is Display Advertising? Definition, Targeting Process, Management, Network, Types, and Examples  MarTech Advisor

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

What's next for podcast advertising - AdAge.com
What's next for podcast advertising  AdAge.com

Viacom-CBS Merger Could Boost Advertising Ambitions - The Wall Street Journal
Viacom-CBS Merger Could Boost Advertising Ambitions  The Wall Street Journal

What Is Advertising Technology (Adtech)? Definition, Ecosystem, Programmatic, & Trends - MarTech Advisor
What Is Advertising Technology (Adtech)? Definition, Ecosystem, Programmatic, & Trends  MarTech Advisor

Advertising Reporting Comes Of Age - MarTech Series
Advertising Reporting Comes Of Age  MarTech Series

Twitter Will Ban All Political Ads, C.E.O. Jack Dorsey Says - The New York Times
Twitter Will Ban All Political Ads, C.E.O. Jack Dorsey Says  The New York Times

Why Don't Truth In Advertising Laws Apply To Political Ads? - wgbh.org
Why Don't Truth In Advertising Laws Apply To Political Ads?  wgbh.org

The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider - Business Insider
The death of TV ads; Amazon's ad problem; Frito-Lay rethinks its products - Business Insider  Business Insider

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