Black Belt Web Marketing.pdf - Costa del Sol

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Exercise 10-2 – Creating Banner Ads That Work To begin your online advertising campaign, you need banner ads – preferably several to rotate and test for effectiveness. It’s nearly impossible to predict which banner ads will work and which won’t so you should have several to test. Generally, the preferred ad will be the one that results in the most click-throughs, if generating web traffic is your primary objective. If creating banner ads is beyond your capabilities or cannot be done in-house, the net is home to a slew of graphic designers who stand ready to help. Graphic design work is perfect for contracting out. It’s a skill needed on a per project basis, you don’t have to meet face to face, and it’s easy to view samples to judge competency. You can find them by searching the web and in discussion groups. Banner ads are like any newspaper and magazine ad, or TV commercials. How effective they are depends largely on its appearance, message, and offer. If an ad isn’t designed properly, then nothing else matters – not audience, not placement, not product. Characteristics of Effective Banner Ads Fortunately, these guidelines will help you improve the effectiveness of your banner ads. They have been proven to work in numerous studies. Appeal to the Target Audience: Targeting the audience is critical. Only display your banner ad where will be seen by exactly the target audiences you want to reach. You probably already know from the previous lessons which web sites are good for reaching target audiences. Highlight a Specific Product or Service: It helps if you have a unique or interesting product or service to promote. Call to Action: Like printed advertisements, a call to action works. For banner ads, "Click Here!" or "Visit Now" improves click-throughs – as much as 15% according to some studies. Locating the call to action on the right side of the ad or immediately below it seems to work best. Instill a Sense of Urgency: Giving the viewer a reason to act quickly actually encourages viewers to act. Something like "Offer expires soon!" works. Pose a Question: Instead of making a statement, ask a question. A question, such as "Want free Internet tools?", can teaser a viewer into clicking on a banner. One study attributed a 16% increase in click-throughs to the question posed in the banner. Lesson 10 Pg. 10
Cryptic Message: Did you ever click on a banner ad because you were intrigued? Curious? A clever, cryptic message can increase click-throughs. Bright Colors: Bright colors, particularly blue, green, and yellow produce the best results. They especially compare favorably with white, red, and black. Animation: Animation can help catch even the most jaded Web surfer’s eye. It’s hard to ignore. According to a recent study, a simple Java or GIF animation can improve click-throughs by 25%. Clickable Look: A banner that looks clickable such as one with a blue border around it also works. Change Banners Frequently: By having several banners that are consistent in appearance, you can rotate them to test for effectiveness and to prolong the effectiveness of each. One study found that after being viewed a fourth time, a banner ad significantly loses its effectiveness. When you have the banner ads you plan to use for your advertising campaign and can show those ads to candidates for hosting your ad, you are ready to begin seeking locations for your ads. Worksheets for Exercise 10-2 Guidelines for More Effective Banner Ads 1.Appeal to the Target Audience: List target audiences and what sites most likely appeal to them: Target Audience Desirable Sites ______________________________________ _____________________________________ ______________________________________ _____________________________________ ______________________________________ _____________________________________ Lesson 10 Pg. 11
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Self-Learning Self Learning Guide a
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Lesson 6 - Developing a Database of
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What Is "Black Belt Web Marketing"?
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How to Use Our Guide A Black Belt M
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Lesson 1 - Developing a Black Belt
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Overview of Web Traffic Concepts Th
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Sometimes all it takes is a new pag
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Persistence Persistence means to co
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Exercise 1-2 -- Introducing the Web
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A contest A FAQ A report or white p
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_____________________________ Local
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__________________________ ________
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___________________________________
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Participating in discussion groups
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Completing the Web Traffic Plan Ele
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Lesson Objectives Upon completion o
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Understanding the Registration Proc
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you aren’t the one responsible fo
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descriptive text inside your site,
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___________________________________
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6. City: City of residence for the
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3. What keywords do competitors use
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Write and Rewrite Another considera
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4. Prepare a 25-word draft: _______
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Quality of the Site: I imagine that
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Netcreation’s Postmaster2 = http:
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the Change Form instead of the Add
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9. Magellan (http://www.mckinlye.co
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Re-register to Reflect New Content
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To prepare the page for registratio
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Magellan More 4-star search engines
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Lesson 3 Objectives Upon completion
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What Makes an Announcement Work? An
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Type of Information Found in Signat
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"Puzzled by Pathetic Web Traffic???
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more. Announcing is a lot like regi
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You will find a number of suitable
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comp.infosystems.www.misc misc.crea
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Exercise 3-5 -- Targeting Special I
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Other keywords: _______________ ___
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Add a personal touch to the body Of
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(Newsgroups) (Mailing Lists) Lesson
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With 10,000 or more subscribers Wit
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9. After a suitable waiting period,
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Lesson 4 - Increasing Web Traffic w
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Classified Ads as a Way to Increase
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The description should be written i
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Exercise 4-2 -- Selecting Sites for
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Many of the techniques for maximizi
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4.Test the offering used to entice
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Worksheet for Exercise 4-4 Recordin
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To improve the odds of your classif
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Lesson Objectives Upon completion o
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Steps in a Link Campaign An aggress
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2.Separate book marked resources yo
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1001 FREE Places to Promote Your Si
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Similar Sites Directories Found wit
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7. Be prepared to tell the director
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Exercise 5-5 - Requesting Links at
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Guidelines for Requesting Another S
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If you have a product or service up
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Compiling a super directory is not
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Exercise 5-8 - Recapping Ideas in T
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Lesson 6 - Developing a Database of
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Worksheets for Lesson 6 Evaluation
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Exercise 6 -1 - Evaluating Other Si
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has any potential for your own site
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1.Known Competitors: Start with a l
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to have a greater number of links p
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11) Valuable Contents: What valuabl
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Completing the Worksheet for Findin
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2.Super Directories: List informati
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4.Ask Discussion Groups: Post quest
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Continue to add to this database. N
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Show imagination and creativity: Ok
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URL Spider's Best of the WebForm Wi
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Being selected as a "cool" or "hot"
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In this lesson you will: Lesson Obj
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Requirements for Profitable Partici
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Exercise 7-2 -- Evaluating Which Di
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discussions. A nice feature at this
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Announce a Publication: Net users l
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Exercise 7-3 -- Planning to Partici
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posting for your own use. Caution:
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To post your message in a mailing l
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4.Note the date published. If after
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threads are. Draft acceptable messa
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Upon completion of this lesson you
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Exercise 8-1 -- Building Your Email
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guest books also offer an innocuous
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Events at site Announcements Achiev
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It is probably a better choice than
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Bring list management in-house only
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Formatting: Test to see that your e
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Describe new events and contents at
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Yahoo: Look for places to announce
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Compare your newsletter to these gu
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7. Add your newsletter to super dir
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Note your ideas for personalizing y
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the first step toward establishing
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Many types of autoresponders are av
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cluttered with unwanted e-mail. Som
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Receive important announcement Noti
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Conduct special promotions Promote
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Page 211 and 212: Lesson 9 -Publicizing Your Site to
Page 213 and 214: Worksheets for Lesson 9 Worksheet f
Page 215 and 216: The traditional press release used
Page 217 and 218: Decide on the message: The message
Page 219 and 220: Exercise 9-2 - Making Your Site Mor
Page 221 and 222: Worksheet for Exercise 9-2 Planning
Page 223 and 224: 7. Reviewer’s Guide: You may be a
Page 225 and 226: Quotes Are a Good Idea: A good rule
Page 227 and 228: subject for your press release. Try
Page 229 and 230: 11) Where to Study Other Releases f
Page 231 and 232: Off-Line Sources: addition to the m
Page 233 and 234: Also, continue to maintain your lis
Page 235 and 236: Regional Media: Oftentimes local ne
Page 237 and 238: 1. Subject Lines: Catching a journa
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Page 247 and 248: web. Internet News Bureau: Best for
Page 249 and 250: Summarize what other pages or featu
Page 251 and 252: Lesson 10 -- Advertising Online Les
Page 253 and 254: Worksheets for Lesson 10 Worksheet
Page 255 and 256: service, and monitor number of visi
Page 257 and 258: One of the biggest advantages of on
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Page 263 and 264: 10.Change Banners Frequently: Havin
Page 265 and 266: etter understanding of how to read
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Page 269 and 270: Directrix Advertising -- http://www
Page 271 and 272: Early Testing Stages of Your Advert
Page 273 and 274: Exercise 10-5 - Tracking the Effect
Page 275 and 276: Guidelines for Tracking the Effecti
Page 277 and 278: 2. Install Auditing Tools: Be ready
Page 279 and 280: Exercise 10-7 - Trying Banner Ad Ex
Page 281 and 282: Questions to Ask Before Committing
Page 283 and 284: For larger mailings to general audi
Page 285 and 286: Where to Find Sponsorship Opportuni
Page 287 and 288: Exercise 10-9 -- Using Off-Line Adv
Page 289 and 290: A clever, cryptic message can incre
Page 291 and 292: Survey visitors to your site. Major
Page 293 and 294: Product manuals Company newsletters
Page 295 and 296: Lesson 11 Objectives Upon completio
Page 297 and 298: Exercise 11-3 -- Leveraging Popular
Page 299 and 300: View Possible Events as Subject for
Page 301 and 302: Note: For those of you to whom it i
Page 303 and 304: Marketing ideas sometimes from comp
Page 305 and 306: gaining on you. Reputations can be
Page 307 and 308: Appendix A - Glossary of Terms Appe
Page 309 and 310: CPM also Cost per thousand The cost
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Majordomo A popular list server tha
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World Wide Web A hypertext-based sy
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Promotion Software 123Promote! Prom
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Discussion Group Resources Exposure
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Media Resources http://www.gugerell
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Direct Contact Publishing's media g
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A Morgan Stanley report on the stat
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Rank This Tests top search engines
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Tom Steinert, Inter@ctive Week, tom
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CNet--Net editor, Jeff Pelline Web
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DBMS, 73647.2767@compuserve.com BBS
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The Business Journal, pdxbj@telepor
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Newspapers Associated Press Online,
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Daytona Beach News-Journal, 74142.1
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Portales News-Tribune, pnt4481@aol.
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The Riverfront Times, rft@plink.gei
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Jonathan,Miller,The Sunday Times,co
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you’ve used in the past returns a
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The web is getting so vast, it’s
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Guidelines for Completing the Prese
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B. Key Words Used for Registration
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V. Linkage Campaign A. Directories
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B Newsgroups (Identify the newsgrou
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D. Results of Media Campaign (Ident
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C. Future Implementation (list what
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5.Put what you learn in the proper
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3) Free Email Create an e-mail web
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21) Interview a celebrity If you in
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already put together a quality semi
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easy, step-by-step format how to su
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(800)724-7900 68) Host forums Creat
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Dear Netrepreneur, - Another Resour
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There's something here for everyone
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- Another Resource To Help Your Bus
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