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Title: Online Advertising - Parts l & ll
Written By: Dejan Bizinger
Web Site: http://www.Skylist.net
Online Advertising - Part I
© 2005 Dejan Bizinger
If you want to to have a newsletter with many subscribers you will have to invest some sum in getting subscribers. In this issue we will cover advertising on Pay Per Click Search Engines and AdWords at Google. In later issues, we will cover more top email advertising campaigns.
The world's most popular pay per click search engine Overture is popular because they were the first who have offered this service. The price list is based on your business keywords and your search engine placement. Pay-per-click can range from $0.01 to several dollars. Lately, Overture introduced some new tactics which bring more money to them, but advertisers loose more. It is some kind of bidding war between advertisers and the pay-per-click always increases. You can use some other pay-per-click services in which prices are lower because they are not so well known like Overture. Beside Overture, you can try some less popular but also effective PPC services like Kanoodle and FindWhat.
Another, good option is to advertise on the world's best search engine Google. If you were at Google you probably saw some text on the top of search results that is related to your search. It is a good thing that many people actually don't realize that it is an ad. That is a good thing, because when people know that something is an ad there is usually lower click-thru ratio. AdWords are useful because your ad will be targeted, so if you are in the list hosting business your ad won't appear in searches for selling cars. This way people get better click-thru-ratio on their ads.
Either way, if you use Overture or Google AdWords for your list promotion your keywords have to be relevant. You can put some popular keywords which aren't related to your business, but then you will have two problems. First, your advertising will be expensive (because of popular keyword bidding). More important, your visitors will leave from your site as soon as they realize that you don't offer products related to your keywords. You can be sure that they will leave your web site very fast.
Online Advertising - Part II
If you want to have more of a chance to get into Yahoo, you should consider paying for Business Express Service. Yahoo's first price for that was $199 and now is $299. This doesn't mean that your listing will be included in Yahoo. It only means that your listing will be reviewed within 7 days. After that, if your listing doesn't meet the standards to be included, they will tell you why. You should also know that this is a non-refundable payment.
Another good option if you plan to invest money in promoting your newsletter is to advertise in some of the popular ezines that are aimed to similar audiences like yours. Statistics show that ezine advertising has a much better click-thru ratio than traditional banner advertising. Also, ezine advertising is much cheaper than banner advertising.
How much you will have to pay depends on several factors. First the number of people who are subscribed to the list. Then, another important factor is where would you like your ad to be placed. Your ad can be in a top sponsor position, it can be in the middle of two texts, you can ask that you get an exclusive sponsorship so it means that your ad will be the only one in the newsletter and the most expensive are solo ads, which means that a publisher will send to his or her subscribers a message with only your ad.
The very important factor is what is a certain newsletter about, and how specific it is. For example, if you would want to promote your web programming services and you decide to advertise in some popular Internet newsletter, you will pay more to advertise in the newsletter that is completely devoted to web programming, than in a newsletter which besides web programming is also devoted to web design, Internet marketing, and e-publishing.
The usual costs for advertising in ezines range between $20-$30 per 1000 subscribers. Several years ago, the usual costs for advertising on web sites with banners was around $60 per 1000 visitors. Then click thru ratio was around 5-7%. Today, you can buy 1000 banner impressions for as low as $3. More important is that the usual click thru ratio in email newsletters is 5-10% which means that 5-15 from 100 people will click on your ad. In banner advertising it is usually 0.2-0.4% or even less. How many people will click on your link depends on newsletter quality, audience, ad message, what you offer...
My opinion is that banner advertising is a better solution only for branding your product or company which means that people get an image about your business. If you have a good budget for advertising, then you should consider both email and banner advertising.
You can also advertise offline. You can print your web site name on your t-shirts, caps, pens, cars; someone even put their web site address on a bumper sticker. You can advertise using traditional advertising, for example on radio and TV, but as you know it is not cheap.
About the Author
Dejan Bizinger is a Contributing Editor for SKYLIST, Inc. SKYLIST is a permission-based email delivery and list management services company. SKYLIST solutions assist businesses to seamlessly deliver, track, and report the results of email communications. For more information visit: http://www.skylist.net
Today's article was originally received for publication in December 2002. The author has given full permission to publish it either electronically or in print, free of charge, in its entirety, either single article or a series, as long as the article content remains unchanged as is published here today and that the authors copyright with resource box are included.
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