Black Belt Web Marketing.pdf - Costa del Sol

four-star search engines at http://www.mmgco.com/4-star.html (Exercise 2-6) where you
may be able to buy keywords for a minimum commitment, such as 100,000. The keywords
may cost you from $18 to $25 CPM. While not as popular as the major search engines, the
secondary search engines could still deliver your target audience although fewer of them for
less advertising costs.
Worksheet for Exercise 10-3
Finding Suitable Sites for Your Banner Ads
Selection Criteria
1.Reach Your Target Audience: Only consider sites or specific pages that do this.
2.Barter Arrangement: Look for sites willing to exchange banners or another non-cash
arrangement.
3.Advertising Rate: Or look for sites willing to negotiate a favorable click-through rate.
4.Traffic: Only consider sites that aggressively promotes themselves and have high traffic. You
want traffic statistics to confirm this.
5.Space Available: Avoid sites that have many other advertisers. You want a site owner who is
anxious for your banners and they will get maximum exposure.
6.Placement of Ad: Sites that let you exercise some control over banner placement are
preferable.
7.Success of Other Advertisers: Although each ad campaign is different, you would like to
Lesson 10 Pg. 17