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Internet Marketing Strategies -- Purchasing Advertising

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  • Shelley Lowery
    Title: Internet Marketing Strategies -- Purchasing Advertising Author: Shelley Lowery Contact Author: mailto:slowery@web-source.net Copyright: Copyright ©
    Message 1 of 1 , Mar 1, 2002
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      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

      Publishing Guidelines: Permission is granted to publish
      this article electronically or in print as long as the
      bylines are included. A courtesy copy of your publication
      would be appreciated.


      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
      some advertising.

      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

      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

      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
      product trial.

      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:

      Value Click


      AdDynamix Pennyweb

      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
      Marketing & Ecommerce. All new subscribers receive a free
      copy of the highly acclaimed ebook, "Killer Internet
      Marketing Strategies."
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