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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 Mon. May / 20 / 2024

How Netflix and Amazon dominated the advertising upfronts - Los Angeles Times
How Netflix and Amazon dominated the advertising upfronts  Los Angeles Times

Bumble, Apple, and the art of the advertising apology - Fast Company
Bumble, Apple, and the art of the advertising apology  Fast Company

Leading Women 2024: Mrinalini Nair, Uber Advertising - Ad Age
Leading Women 2024: Mrinalini Nair, Uber Advertising  Ad Age

POV: Why are women's bodies considered taboo by advertising authorities? - It's Nice That
POV: Why are women's bodies considered taboo by advertising authorities?  It's Nice That

It's becoming impossible for game publishers to avoid the question of advertising inside premium titles - Digiday
It's becoming impossible for game publishers to avoid the question of advertising inside premium titles  Digiday

Why advertisers can no longer trust Google - Search Engine Land
Why advertisers can no longer trust Google  Search Engine Land

A look back: The Buffalo Evening News 1953 advertising brochure - Buffalo News
A look back: The Buffalo Evening News 1953 advertising brochure  Buffalo News

Anna Delvey uses the courtroom as advertising for fashion brand - The Independent
Anna Delvey uses the courtroom as advertising for fashion brand  The Independent

Dogecoin Founder Issues Important Malware Warning to Advertisers - U.Today
Dogecoin Founder Issues Important Malware Warning to Advertisers  U.Today

Amid plague of ads on social media, China’s first advertising recalled - Post Magazine
Amid plague of ads on social media, China’s first advertising recalled  Post Magazine

Unveiling the creative potential of podcast advertising: beyond the platform - The Media Leader
Unveiling the creative potential of podcast advertising: beyond the platform  The Media Leader

Chuck Haga: So much of TV advertising bugs me in so many ways - Grand Forks Herald
Chuck Haga: So much of TV advertising bugs me in so many ways  Grand Forks Herald

Baidu's core advertising remains weak in Q1, GenAI boost cloud revenue · TechNode - TechNode
Baidu's core advertising remains weak in Q1, GenAI boost cloud revenue · TechNode  TechNode

P&C Insurance Advertising Market - Insurance News - Insurance News Net
P&C Insurance Advertising Market - Insurance News  Insurance News Net

Amazon’s First Upfront Is All About Advertising And Sports - AdExchanger
Amazon’s First Upfront Is All About Advertising And Sports  AdExchanger

beIN MEDIA GROUP to launches targeted TV advertising service using Synamedia Iris - Broadband TV News
beIN MEDIA GROUP to launches targeted TV advertising service using Synamedia Iris  Broadband TV News

beIN taps Synamedia for TV advertising service in MENA - Digital TV Europe
beIN taps Synamedia for TV advertising service in MENA  Digital TV Europe

Baidu Earnings: Advertising Weakness Offset by Continued Growth In Cloud Business - Morningstar
Baidu Earnings: Advertising Weakness Offset by Continued Growth In Cloud Business  Morningstar

Can Wilkinson Sword’s Blade Master revive flagging shaving category? - More About Advertising
Can Wilkinson Sword’s Blade Master revive flagging shaving category?  More About Advertising

Why advertisers need to sow data fields outside walled gardens - The Drum
Why advertisers need to sow data fields outside walled gardens  The Drum

BeIN chooses Synamedia Iris for targeted TV advertising service in MENA - BroadcastProME.com
BeIN chooses Synamedia Iris for targeted TV advertising service in MENA  BroadcastProME.com

OpenAI and Reddit Partner on Data Licensing, Advertising - PYMNTS.com
OpenAI and Reddit Partner on Data Licensing, Advertising  PYMNTS.com

Netflix To Launch In-House Advertising Tech Platform - Next TV
Netflix To Launch In-House Advertising Tech Platform  Next TV

OpenAI partnering with Reddit on advertising and content - CNBC
OpenAI partnering with Reddit on advertising and content  CNBC

FCB is top agency and network at One Show - More About Advertising
FCB is top agency and network at One Show  More About Advertising

Netflix advertising is booming: More than 40 million users are now on its ad-supported tier - Fast Company
Netflix advertising is booming: More than 40 million users are now on its ad-supported tier  Fast Company

Putting Ads Without Third-Party Cookies To The Test: A Roadmap To Advertising Durability - AdExchanger
Putting Ads Without Third-Party Cookies To The Test: A Roadmap To Advertising Durability  AdExchanger

Are Advertising and Marketing on the Brink of a Union Wave? - Non Profit News - Nonprofit Quarterly
Are Advertising and Marketing on the Brink of a Union Wave? - Non Profit News  Nonprofit Quarterly

Pepper raises $30 million in funding for AI and advertising improvements - Digital Commerce 360
Pepper raises $30 million in funding for AI and advertising improvements  Digital Commerce 360

OpenAI Inks Data, Advertising Deal With Reddit - Hollywood Reporter
OpenAI Inks Data, Advertising Deal With Reddit  Hollywood Reporter

Advertisement Info - Mississippi Free Press
Advertisement Info  Mississippi Free Press

Latrobe Bulletin wins big in statewide advertising awards - latrobebulletinnews.com
Latrobe Bulletin wins big in statewide advertising awards  latrobebulletinnews.com

Ethical Advertising on the Internet: Guidelines and Considerations for Marketers - SpaceCoastDaily.com
Ethical Advertising on the Internet: Guidelines and Considerations for Marketers  SpaceCoastDaily.com

Warner Bros. Discovery Showcases Impressive Slate of Advertising Solutions, Content Offerings and Beloved Talent at ... - Warner Bros. Discovery
Warner Bros. Discovery Showcases Impressive Slate of Advertising Solutions, Content Offerings and Beloved Talent at ...  Warner Bros. Discovery

Rumble sues Google over digital advertising practices - Reuters
Rumble sues Google over digital advertising practices  Reuters

Webinar: Mainstreaming Cannabis: Branding and Advertising – Cannabis Industry - Duane Morris LLP
Webinar: Mainstreaming Cannabis: Branding and Advertising – Cannabis Industry  Duane Morris LLP

Social Media Advertising Software Market Set For Rapid Growth, To Reap Bulk Revenues, Application & Forecast to 2030 - openPR
Social Media Advertising Software Market Set For Rapid Growth, To Reap Bulk Revenues, Application & Forecast to 2030  openPR

India's Zee Entertainment reports Q4 profit as advertising demand picks up - Reuters
India's Zee Entertainment reports Q4 profit as advertising demand picks up  Reuters

Streaming platforms woo advertisers at this year's upfronts - Marketplace
Streaming platforms woo advertisers at this year's upfronts  Marketplace

Rita Ferro, Disney's President of Global Advertising, on the Company's Upfront and the Differentiator of Storytelling - The Walt Disney Company
Rita Ferro, Disney's President of Global Advertising, on the Company's Upfront and the Differentiator of Storytelling  The Walt Disney Company

Advertising Upfronts: Video is King, Where CPMs are Going... - Portada-online.com
Advertising Upfronts: Video is King, Where CPMs are Going...  Portada-online.com

Navigating the world wide web in advertising | News - Yoursun.com
Navigating the world wide web in advertising | News  Yoursun.com

TV companies flaunt ad tech and AI to persuade advertisers to spend - Reuters
TV companies flaunt ad tech and AI to persuade advertisers to spend  Reuters

Details for AMERICLEAN - COMPASS ADVERTISING - Ad from 2024-05-15 - Quad-City Times
Details for AMERICLEAN - COMPASS ADVERTISING - Ad from 2024-05-15  Quad-City Times

Netflix to take on Google and Amazon by building its own ad server - TechCrunch
Netflix to take on Google and Amazon by building its own ad server  TechCrunch

Jewelers Turning to Artificial Intelligence for Online Advertising - The New York Times
Jewelers Turning to Artificial Intelligence for Online Advertising  The New York Times

The Drum - The Drum
The Drum  The Drum

How the NBA's broadcast rights tussle could affect advertisers - Digiday
How the NBA's broadcast rights tussle could affect advertisers  Digiday

How Television Advertising Lost Its Relevance - The Wall Street Journal
How Television Advertising Lost Its Relevance  The Wall Street Journal

Embracing Emotion: The Future of Contextual Advertising in CTV – Beet.TV - BeetTV
Embracing Emotion: The Future of Contextual Advertising in CTV – Beet.TV  BeetTV

How advertisers can reach Gen Z - Adgully
How advertisers can reach Gen Z  Adgully

A Battle of Might: Google's AI Bet to Revolutionize Search and Advertising - WebProNews
A Battle of Might: Google's AI Bet to Revolutionize Search and Advertising  WebProNews

Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies at 95 - The New York Times
Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies at 95  The New York Times

Attorney General Bonta Announces $10.25 Million Settlement Against AT&T, Verizon, and T-Mobile for Misleading ... - California Department of Justice
Attorney General Bonta Announces $10.25 Million Settlement Against AT&T, Verizon, and T-Mobile for Misleading ...  California Department of Justice

Former Magnite and SpringServe Leaders Launch PilotDesk to Automate Advertising Operations - PR Newswire
Former Magnite and SpringServe Leaders Launch PilotDesk to Automate Advertising Operations  PR Newswire

Walmart: E-commerce and Advertising Fuel Strong Growth - Nasdaq
Walmart: E-commerce and Advertising Fuel Strong Growth  Nasdaq

Paris seeks to boost sluggish sales for Paralympic Games - ET BrandEquity - ETBrandEquity
Paris seeks to boost sluggish sales for Paralympic Games - ET BrandEquity  ETBrandEquity

Microsoft Advertising Flies On OpenAI's GPT Coattails 05/17/2024 - MediaPost Communications
Microsoft Advertising Flies On OpenAI's GPT Coattails 05/17/2024  MediaPost Communications

Promotional Labeling and Advertising Considerations for Prescription Biological Reference and Biosimilar Products ... - FDA.gov
Promotional Labeling and Advertising Considerations for Prescription Biological Reference and Biosimilar Products ...  FDA.gov

newsGP - Concerns raised over possible change to medicine advertising rules - RACGP
newsGP - Concerns raised over possible change to medicine advertising rules  RACGP

Try-scoring marketing giant Tony O’Reilly dies at 88 - More About Advertising
Try-scoring marketing giant Tony O’Reilly dies at 88  More About Advertising

Snoop Dogg shows how NCAA ditched its rules for bowl game advertising - USA TODAY
Snoop Dogg shows how NCAA ditched its rules for bowl game advertising  USA TODAY

Avantax Advisory Services Inc. Has $1.40 Million Stake in Lamar Advertising (NASDAQ:LAMR) - Defense World
Avantax Advisory Services Inc. Has $1.40 Million Stake in Lamar Advertising (NASDAQ:LAMR)  Defense World

Dimensional Fund Advisors LP Reduces Stake in Lamar Advertising (NASDAQ:LAMR) - Defense World
Dimensional Fund Advisors LP Reduces Stake in Lamar Advertising (NASDAQ:LAMR)  Defense World

Interactive Advertising Bureau - IAB
Interactive Advertising Bureau  IAB

Attorney General Griffin Announces $104246 Settlement with Wireless Carriers over Deceptive and Misleading ... - Malvern Daily Record
Attorney General Griffin Announces $104246 Settlement with Wireless Carriers over Deceptive and Misleading ...  Malvern Daily Record

WBD Unveils Advanced Advertising Features for Max - TV Technology
WBD Unveils Advanced Advertising Features for Max  TV Technology

Netflix Stock Rises Amid Advertising-Tier Subscriber Growth. What's Next. - Barron's
Netflix Stock Rises Amid Advertising-Tier Subscriber Growth. What's Next.  Barron's

Political advertising is in season, who is funding it and where is it coming from? - YourErie
Political advertising is in season, who is funding it and where is it coming from?  YourErie

Does Pennsylvania pay for brochures advertising out-of-state travel spots? - ABC27
Does Pennsylvania pay for brochures advertising out-of-state travel spots?  ABC27

AT&T, Verizon, T-Mobile Agree to $10 Million Settlement Over Alleged False Advertising - BroadbandBreakfast.com
AT&T, Verizon, T-Mobile Agree to $10 Million Settlement Over Alleged False Advertising  BroadbandBreakfast.com

East West Label wins advertising package on MoreThanTheCurve.com - morethanthecurve.com
East West Label wins advertising package on MoreThanTheCurve.com  morethanthecurve.com

From Search To Advertising, Will Google's Big AI Bet Pay Off? - Video - IBD - Investor's Business Daily
From Search To Advertising, Will Google's Big AI Bet Pay Off? - Video - IBD  Investor's Business Daily

Tencent profits on advertising gains - Mobile World Live
Tencent profits on advertising gains  Mobile World Live

Wojak Finance: Pioneering Decentralized Advertising with the WOJAK Token - hackernoon.com
Wojak Finance: Pioneering Decentralized Advertising with the WOJAK Token  hackernoon.com

Max announces new advertising formats - NewscastStudio
Max announces new advertising formats  NewscastStudio

Lamar Advertising (NASDAQ:LAMR) Shares Bought by BNP Paribas Financial Markets - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Bought by BNP Paribas Financial Markets  Defense World

Plymouth Board of Public Works & Safety approves advertising for bids on Waterworks Improvement Projects - WTCA
Plymouth Board of Public Works & Safety approves advertising for bids on Waterworks Improvement Projects  WTCA

Netflix's Advertising Strategy Promises Big, with 40M Ad-Supported Viewers and Unique Ad Integration Plan - Benzinga
Netflix's Advertising Strategy Promises Big, with 40M Ad-Supported Viewers and Unique Ad Integration Plan  Benzinga

United States - Advertising, Marketing & Branding - NBA Hall Of Fame Player Sues Over Unauthorized Use Of Image - Mondaq News Alerts
United States - Advertising, Marketing & Branding - NBA Hall Of Fame Player Sues Over Unauthorized Use Of Image  Mondaq News Alerts

How London's diversity has helped it take over the world of advertising - City A.M.
How London's diversity has helped it take over the world of advertising  City A.M.

Netflix (NFLX) will launch an in-house advertising technology platform - StreetInsider.com
Netflix (NFLX) will launch an in-house advertising technology platform  StreetInsider.com

Tesla must face false advertising claims it misled buyers about autopilot and self-driving capabilities - The Mercury News
Tesla must face false advertising claims it misled buyers about autopilot and self-driving capabilities  The Mercury News

Google asks for no jury in upcoming antitrust case over advertising tech - Global News
Google asks for no jury in upcoming antitrust case over advertising tech  Global News

Advertising in the time of Lok Sabha Elections - ETBrandEquity
Advertising in the time of Lok Sabha Elections  ETBrandEquity

30 Under 30 Asia: Meet The Creators And Artists Generating Inspiring And Educational Content - Forbes
30 Under 30 Asia: Meet The Creators And Artists Generating Inspiring And Educational Content  Forbes

This under-the-radar tech stock will get a boost from Netflix's new advertising strategy - CNBC
This under-the-radar tech stock will get a boost from Netflix's new advertising strategy  CNBC

Changing the Game: How Games Advertising Powers Performance - IAB
Changing the Game: How Games Advertising Powers Performance  IAB

TelevisaUnivision is closing the advertising gap with English-language TV - Axios
TelevisaUnivision is closing the advertising gap with English-language TV  Axios

Netflix Advertising-Supported Plan Has 40 Million Users - Bloomberg
Netflix Advertising-Supported Plan Has 40 Million Users  Bloomberg

Google's YouTube Pitches Advertisers On Unskippable Ads 05/20/2024 - MediaPost Communications
Google's YouTube Pitches Advertisers On Unskippable Ads 05/20/2024  MediaPost Communications

Tencent profits soar on its online advertising boom - Financial Times
Tencent profits soar on its online advertising boom  Financial Times

Briefing: Netflix Plans to Build Its Own Advertising Technology Platform - The Information
Briefing: Netflix Plans to Build Its Own Advertising Technology Platform  The Information

Netflix Unveils In-House Advertising Tech: A Strategic Move in the Streaming Landscape - Tech Times
Netflix Unveils In-House Advertising Tech: A Strategic Move in the Streaming Landscape  Tech Times

Reddit and OpenAI launch advertising partnership - Mobile Marketing
Reddit and OpenAI launch advertising partnership  Mobile Marketing

Netflix is Building In-House Advertising Technology Platform After Ad Tier Hits 40 Million MAUs - Dazeinfo
Netflix is Building In-House Advertising Technology Platform After Ad Tier Hits 40 Million MAUs  Dazeinfo

Luca Riva of Dude Milano: my Top Tips for Cannes - More About Advertising
Luca Riva of Dude Milano: my Top Tips for Cannes  More About Advertising

OpenAI, Reddit Sign Partnership on ChatGPT Content, Advertising - Bloomberg
OpenAI, Reddit Sign Partnership on ChatGPT Content, Advertising  Bloomberg

Attorney General Schwalb Announces $10.25 Million Settlement With AT&T, Verizon, T-Mobile, Cricket & Tracfone Over ... - Office of the Attorney General for the District of Columbia
Attorney General Schwalb Announces $10.25 Million Settlement With AT&T, Verizon, T-Mobile, Cricket & Tracfone Over ...  Office of the Attorney General for the District of Columbia

Netflix Ad Tier Hits 40M Monthly Active Users, Nearly Double Its Scale At Start Of 2024 - Deadline
Netflix Ad Tier Hits 40M Monthly Active Users, Nearly Double Its Scale At Start Of 2024  Deadline

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