Black Belt Web Marketing.pdf - Costa del Sol

The most common method of paying for ad space is by impression (CPM). To hold down
your cost in the early stages of your on-line advertising campaign, try to negotiate the
click-through method so that you only pay for visitors to your site. Consider even a
percent-of-sale method so advertising costs are generated from sales.
Many sites are eager to accept banner ads so you should be able to negotiate a rate that is
favorable. Make sure you are familiar with standard advertising costs before agreeing to a
quote from a possible hosting site.
It is nearly impossible to develop a truly on-line advertising campaign unless you are able to
accurately measure the effectiveness of your banner ads. It’s therefore important to learn
where traffic to your site is coming from. When you have this data you can begin
comparing different ads, web sites, locations, etc. You should then be able to fine-tune your
campaign until you are getting maximum results.
Where is this data going to come from:
Some Web servers can tell you where visitors came from
The host site ought to be able to tell you the number of impressions and click-throughs
See if the host site will create a "jump" or "bridge" page that counts click-throughs
Look into obtaining commercial software that will supply this data.
To take advantage of free link exchanges and to prepare for when you are ready to begin
selling ad space, consider preparing your site to host others’ banner ads. Take these steps:
Offer compelling content that will make your site appealing to visitors and potential
advertisers
Install auditing tools that will provide advertisers with traffic data that they will insist on
receiving
Stick close to industry standards in banner ad sizes and formatting.
Sign up at ad directories as a site willing to accept banner ads
Look to sales reps or firms to contact major advertisers for you.
Consider commissioning independent auditors to prepare traffic reports to pass along to
major advertisers.
Lesson 10 Pg. 40