If we’re going to have a thread about best marketing techniques, then I’m going to have to add my 2 cents about tracking and measurement. As far as I’m concerned, there is absolutely nothing you can do that’s more important than tracking and measuring your marketing efforts as closely as you can.
Here’s why–let’s say you get 10,000 unique visitors a month. And you have an ad in your top spot on your home page that gets a 1% CTR (click through rate). And the casino that you’re advertising has 1% conversion rate of customers to clicks. And you’re average player value, in commission to you, is $200.
You’ll see 100 clicks and 1 player and $200 in commission.
But let’s say you take that spot and replace it with a different banner that gets a 2% click through ratio. For the same casino, with the same player value. Now you’re seeing 200 clicks, 2 players, and $400 in commission.
Let’s say you experiment further, and you find a casino that gets not only a 2% click through rate on their ad, but they also get a 2% conversion rate of customers to clicks. Now you’re seeing 200 clicks, 4 players, and $800 in commission.
But if you experiment even further, you can find a casino that gets a 2% clickthrough rate, a 2% conversion rate, and, since they have better retention and their players stay long, their average customer value is $400. Now you have 200 clicks, 4 players, and $1600 in commission.
Finding an ad that gets a 2% CTR instead of a 1% CTR isn’t that hard, IF you’re tracking and measuring.
Finding a casino that converts at 2% instead of at 1% might be a little bit harder, BUT it probably can be done. But again, only if you’re tracking and measuring.
Finding a casino with good retention and high player value and that has a player value of $400 vs $200 might be harder still, but it’s far from impossible, if you’re tracking and measuring.
But when you’re constantly tracking and measuring all 3 factors, and you’re constantly improving all 3 factors, you see exponential results. ($1600 in commission each month from 10,000 visitors is a hell of a lot better than $200 in commission from the same traffic.)
On a side note, I manage my wife’s PPC campaign for her business on Google Adwords. I had an ad running that was getting a 3% CTR. I changed ONE WORD in that ad, and it shot up to a 6% CTR and has stayed at that level ever since. I still haven’t been able to write an ad that could beat the results I’m getting from this one. This increase in traffic literally doubled her income every month.
Become a fanatic for tracking and measuring results, and you will make more money. That’s the most important thing I know about marketing. (As far as getting search engine traffic, it’s all about links and content. I don’t have enough of either, so I have to get back to work now).