Digital marketing changed everything and kicked Don Draper out of a job.

In the days of “Mad Men,” tracking return on investment on advertising used to be a crap shoot. Advertisers had to select outlets based on viewership or readership numbers and couldn’t really target anything. They just chucked an ad in a newspaper with large circulation and hoped the right people saw it.

That still happens regularly today—even though newspaper circulation has fallen, terrestrial radio is under assault from streaming services, and PVRs allow viewers to skip commercials.

Or business owners got into complicated messes of tracking embedded discount codes, all while listening to repeated assurances from sales reps that the plan was “working perfectly.”

Even when it clearly wasn’t.  


Numbers Don’t Lie


Now, small business owners don’t have to guess about advertising.

If they’re willing to do some basic tracking with a spreadsheet, they can determine ROI to the dollar. That’s critical when you don’t have a huge advertising budget and can’t afford to make a mistake. It’s not difficult, and you don’t have to be a math wizard or statistician.

In this episode of Two-Brain Radio, Mike Warkentin of Two-Brain Media interviews digital marketing expert Mateo Lopez. They go over the evolution of advertising and provide small business owners with actionable tips they can use to ensure they’re not wasting their money.

Mateo talks about a simple spreadsheet he created to help business owners enter basic data from Facebook ads and their sales records to determine whether an ad campaign is having the desired effect. If owners track that data, they can even optimize ad campaigns that are in progress. Never waste another dollar on advertising again.

Listen to this edition of Two-Brain Radio to find out how. And to talk to Mateo’s team and get help with your business, click here.

Read “How to Use Blogs to Reach Clients: A Business Blog Template.”