When I first began marketing online I was attracted to the immediacy of paid advertising such as Google AdWords and banner adverts. The benefits were obvious at first glance. It was possible to bring in floods of traffic on demand without needing to do long term work on my website or other traffic techniques. Fairly early on though it became clear that it was much more difficult than simply putting up an ad.
The importance of stats should not be underestimated and you should always know exactly what is going on in your business by checking the data. The great thing about modern day marketing is that it is now possible to track almost everything in huge detail and make immediate responses. When people put an advertisment in a newspaper they would not know the results for a time until the publication date at least. It is easy these days to actually watch people's mouse scroll around your site and where they click, along with knowing how they found your site and much other data.
If you have a website you should check your web stats to see which keywords people are finding you with. Frequently you will be surprised at the terms you discover and you have not optimised for. Knowing this info allows you to build more pages around these new phrases.
If you pay for ads then you will have access to tracking stats where you can optimize based on data. It is good practice to look at the data each day at the beginning and remove any adverts that are losing you money when you have given them a good chance. This enables you to build yourself a successful campaign where the results constantly improve. You will regularly find that implementing small changes can bring about big results so you should always look to track changes.
Further Resources
Newbies Business Building
Drive Traffic To Your Site
Bulletproof Business Strategies
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