Title: Internet Marketing Strategies -- Purchasing Advertising
Author: Shelley Lowery
Contact Author: mailto:slowery@...
Copyright: Copyright � Shelley Lowery 2001-2002
Web Address: http://www.web-source.net
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Internet Marketing Strategies -- Purchasing Advertising
Part eight of ten
By Shelley Lowery
If free advertising ventures aren't providing you with the
response you had hoped, you may want to consider purchasing
If you really want to build your business online, you must
be willing to invest a portion of your profits back into
your business. There are several advertising opportunities
available on the Internet that will enable you to purchase
targeted advertising very reasonably.
Ezine Advertising is one of the most effective forms of
advertising on the Internet. Not only is it effective, but
it can also be very inexpensive depending on the size of the
The key to using ezine advertising effectively is to target
your audience and track your response. You must test the
effectiveness of both your ad and the publication in which
you're advertising. This will enable you to determine which
ads are pulling the most response and which publications are
providing you with a high response rate.
When selecting an ezine to buy advertising, there are a few
factors that should be taken into consideration:
1. Select an ezine that targets your potential customer. In
other words, if you were selling health products you
wouldn't want to advertise in a "marketing" ezine. You would
want to advertise in an ezine that focuses on health.
2. The size of the publication really isn't a factor in
determining your ad's success. Smaller publications will
many times have a higher response rate, as they may have a
higher percentage of subscribers that actually read the
3. Before buying advertising in a publication, make sure you
subscribe to a few issues. You want to ensure that the
publication contains quality content and see how their ads
are displayed. If they're running 15 or 20 ads each issue,
your ad's response rate will most likely be low. Try to
select a publication that runs only a few ads each issue and
places them in the center of the publication.
4. Contact the ezine publisher to make sure they never run
two ads for similar or the same products. This will increase
your response rate considerably.
The Directory of Ezines provides a complete online
searchable database of ezines that accept advertising. This
directory contains all of the information you'll need to
know to effectively place your ads. There is a $39.95 per
year membership fee.
If you're looking for a low cost alternative for purchasing
ezine advertising, Ezine Ad Auction will enable you to bid
on ad space in targeted ezines.
Pay-per programs include, pay-per-click, pay-per-lead and
Pay-per-click programs will enable you to advertise to your
target audience and only pay for results -- you pay a set
amount for each visitor that is sent to your website. The
most popular pay-per-click program is the pay-per-click
Search Engines. You can learn more about pay-per-click
Search Engines here:
Pay-per-lead programs will enable you to only pay for leads.
These leads may be potential customers that fill out a
registration form, enter a sweepstakes, or download a free
Pay-per-sales programs are simply affiliate programs. You
pay your affiliates a set commission for each qualifying
You can find a number of Pay-Per programs here:
Another form of a pay-per-click program is pay-per-click
banner ads. There are several companies online that will
place your banner within their network and charge you a set
fee for each click through.
Here's a few to get you started:
Opt-In Email Marketing
Another powerful advertising method is opt-in email
marketing. There are many Internet companies that will allow
you to purchase targeted lists of individuals who have
chosen to receive commercial email messages. Although this
form of advertising can produce a good response, it can be
rather expensive. Make sure you have fully tested your sales
copy and have a good response rate prior to purchasing this
type of advertising. In addition, make sure you only deal
with a reputable company, as there is a very thin line
between "opt-in" and "Spam." Some of these companies may
use unethical means of obtaining email addresses. The only
company I can recommend is PostMasterDirect.com.
Before purchasing any "major" advertising, make sure you
have fully tested your ad copy. Take your time and plan your
advertising carefully for the best results. Your success
depends on it.
Copyright � Shelley Lowery 2001-2002
About the Author:
Shelley Lowery is the author of Ebook Starter - A complete
ebook design kit. Subscribe to Etips, for a wealth of
quality information to assist you in Web Design, Internet
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