Sub-domains 'can measure print ad effectiveness'

Online retailers could benefit from using sub-domains to measure the effectiveness of print ad campaigns, according to Armando Roggio of Practical eCommerce.

He noted that many businesses are still using print media in spite of its recent decline because it is still able to offer a "solid" return on investment (ROI).

Those using print ads to drive traffic to their e-commerce sites should consider using sub-domains in their ads rather than the standard domain name, as web analytics software can then track the resulting traffic and conversions and the business can attribute these to the print campaign in question, Mr Roggio commented.

It can also be a good idea to use a different sub-domain in each publication being advertised in to see which is the most effective in increasing website visits and sales, he noted.

"In this way, I can compare one publication's performance to another and optimise my print advertising based on ROI," the expert stated.

According to the Advertising Association, UK spending on newspaper and magazine ads fell by 12 per cent and 9.9 per cent respectively in 2008.

However, internet ad spending saw a 17.3 per cent increase.

Written by Debra Hastings-Henry