Black Belt Web Marketing.pdf - Costa del Sol

One of the biggest advantages of online advertising is adaptability. You can try an unlimited
number of combinations: target audiences, banner ads, Web sites, placements, etc. But
much of your testing will go to waste unless you are systematic. That means keeping track
of combinations tried and results. The more you test variables the better understanding you
have of what works and why.
Fortunately, most outlets for online advertising are still pretty inexpensive. Many are free.
Take full advantage of non-cash arrangements such as banner exchanges before committing
a large amount of advertising.
Eventually, only after you are confident in your offer and your approach, and you have test
results that clearly indicate the effectiveness of your ads, consider buying advertising space.
When you are ready to move beyond the non-cash advertising alternatives, paid advertising
is often the only way to reach sizeable audiences.
Worksheet for Exercise 10-1
Guidelines for Planning Your Advertising Campaign
Consider these guidelines:
1.Evaluate the marketability of your product or service first. Why do you think your product or
service can be effectively advertised on the Net?
2.Know what your objectives are: sales leads, exposure, brand awareness, etc. what are you
primary objectives? How should this impact your on-line advertising campaign?
3.Identify where you are most likely to reach your target audiences. List sites that you’ve found
that might be perfect candidates for advertising:
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Lesson 10 Pg. 7