Black Belt Web Marketing.pdf - Costa del Sol

Exercise 4-5 -- Recapping the Ideas in This Lesson
Classified ads are yet another means for driving web traffic higher. With hundred of
locations for posting a classified ad, the potential reward make a classified ad campaign
worth trying.
Placing classified ads is like registering and announcing discussed in previous lessons. Each
has an almost unlimited number of locations where you can post to. You have to decide,
preferably after a trial period, how extensively you want to pursue placing ads.
It’s a good idea to be selective at first where you place an ad. Then analyze results before
spending too much time placing an ad at numerous locations.
An effective ad starts with a subject line that attracts the reader’s attention. A good subject
line is usually clever, straight-forward, and eye-catching. If the subject doesn’t grab the
reader’s attention, then your ad never gets read.
The body of the ad should focus on the benefits to the reader by visiting your site. It should
be written in a friendly and informal manner, preferably using second person "you" and
first person "I", "we".
The ad should finish with a call to action. It should instruct the reader to take the next step
which is to visit your site for more information, a free offer, a special promotion, etc.
Start with a relatively few sites in which to post a classified ad until you’ve been able to
analyze their effectiveness. These guidelines will help you choose the locations for your
classified ads:
The site should include indications that it aggressively promotes itself to generate Web traffic.
The site should offer appropriate headings under which your target audience will logically find
your ad.
The site should have a large number of ads that encourages higher traffic.
Banner ad placed by independent advertisers indicate the site is highly motivated to increase
traffic and produce results for its classified advertisers.
The site has a professional look and feel indicating technical expertise and adequate resources.
Classified advertisers, particularly in appropriate headings, should be contacted for feedback
on how successful their ads are at classified ad location.
Lesson 4 Pg. 14