In my role I work with hundreds of builders and agencies each month to manage and optimize their display campaigns across and our network of websites.

I’ve seen all types of creative and promotional offers from builders big and small. Some Advertisers are very savvy, carefully scrutinizing performance by position, time of day, cycle of the moon, etc. Others understand the need to advertise on the most highly targeted and qualified new home listing website but fall short in their tracking and analytics.

One easy way to add tracking capabilities is to append your click thru URL with a tracking token that will allow you to measure the consumer action after the click. This is a vital and simple step to understanding the full value of your advertising dollars. Appending the click thru URL allows builders to isolate their display campaign on and see how it compares to other marketing efforts. Important questions such as bounce rate, time on site, number of page views and of course leads can all be measured with a tracking URL.

Tracking and managing campaigns isn’t just important to Display Ads on, but is also essential to successfully managing all types of online marketing ranging from Paid Search to Email campaigns. Unlike traditional media like billboards and radio, tracking allows markets to qualify their results and optimize against business goals. As a result you may find that one campaign with a high Click Thru Rate (CTR) also has a high bounce rate, while others at a more expensive rate or lower volume consistently deliver qualified consumers who are more likely to purchase a home.

Within our own marketing efforts we’re always working to optimize cost against quality to ensure that the consumers who visit are highly qualified and will drive significant value to our builders. Creative positioning, landing pages, and other factors are important but can’t be fully understood without a proper system of analytics in place.

For questions about targeting or online creative strategies contact Thane Tennison, Advertising Manager for the BDX.


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