Masters of Marketing - Lifecycle Performance Pros

Scott Alan Covert
http://www.banneradmagic.com
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Message #23
Delivery: Day 90
Subject: "The Banner Advertising Traffic Machine"
There is a very small group of people who run ultra-small
businesses that know the secrets of making banner advertising
profitable.
One of my business partners pays over $40,000 per year to buy
banner advertising, which has led to over $1.2 million in
sales over the last two and a half years. We do it because it
works for us.
As an example, $60,000 spent on banner advertising to
promote our sites would represent about 6,000,000 times
our banners show up on highly targeted websites (we pay
about one penny for each "banner impression"). If our
banners average a 1% CTR (Click Through Rate), that means
60,000 highly qualified and motivated visitors to our web
site. That’s $1 per visitor. A 3% CTR would bring us
180,000 visitors (which would be 33 cents per qualified
visitor), and so on.
The reason banner ads don’t work for most small businesses
that are focussed on making immediate sales, is because
their click rates are far below 1% - 3%, so their cost
per visitor is way too high ($5, $20, even $50+ !) to make
a profit.
What's My Secret?
I make banners that don’t look like ads. They disappear into the
sites they’re on and when people click on them, they sometimes
don’t even realize they’re clicking on an ad. After all,
most web surfers ignore obvious ads on websites.
I also design my banner ads to make a promise, and deliver on
that promise, so that when people click on them and end up at my
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