Black Belt Web Marketing.pdf - Costa del Sol

10.Change Banners Frequently: Having several banners that you can rotate for freshness.
Additional Ideas:
Exercise 10-3 – Finding Suitable Locations For Banner Ads
Finding suitable host sites for your banner ads involves a systematic screening process. Over
900 sites have expressed a willingness to accept banner ads. Probably many more that
would be happy to if asked. You quickly see how important the screening process is.
Selection Criteria:
Many factors are involved in determining which sites are suitable and which aren’t. To
simplify the process, we developed this selection criteria to help you zero in on the best
candidates to host your site:
1. Reach Your Target Audience: Like tradition print advertisements, your banner
ads have to reach target audiences. Look for sites or specific pages at sites that do
this.
2. Barter Arrangement: Sites that are willing to exchange banners or engage in
another non-cash arrangement should also be given considerations. This is an
excellent way to gain valuable online advertising experience and test ads before
spending money to place your ads.
3. Advertising Rate: Especially at first, until you have a better idea how effective
your banner ads are and how appealing your offer is to target audiences, a
reasonable advertising rate is important. What kind of advertising arrangement will
a prospective site accept: CPM, CTR, percent of sales, or a combination? The
difference between choosing a site for your banner ads or not could be how willing
the site owner is to negotiate a rate agreeable to your needs.
4. Traffic: A site that aggressively promotes itself and, as a result, has generated
high traffic flows is obviously more desirable than a less active site. Preferably, you
are able to receive reliable traffic statistics.
Lesson 10 Pg. 13