Advergaming: Fun and Games

• Google paid search — be creative with your keyword selection;
• email marketing campaigns to existing customers;
• banner ads, particularly since contextual, behavioral and retargeting efforts can create highly targeted campaigns for an audience that's ready to use these games;
• Facebook feeds, which allow you to send your advergame out to an already interactive audience; and
• your current engaged Facebook and Twitter communities.

6. Was it Worth it?
Finding the right metrics to evaluate your advergaming efforts will be the key to determining whether to keep using, changing or eliminating the games. These metrics should be quantitative or qualitative, reflect your goals, and be numerous. Don't use just one metric to pass judgment. You may not generate a high number of leads, but what about Facebook "Likes"? How valuable are the impressions that you make on consumers when they visit your website, even without them making a purchase? Can an increase in return visitors to your site provide value as well? A few metrics to consider tracking include the following: