Should You Use Classified Ads to Promote Your Website?

Just as one might say about dynamite, classified ads can be very effective if used correctly. Their main claim to fame (the ads not the dynamite) is that they represent a low cost means for generating website traffic. Does classified advertising meet your needs? Read on and decide.

Classified ads are known for being inexpensive and highly effective; two factors that are sure to please any small business owner. Often grouped together and arranged according to the service or product offered, these ads usually run between 50 and 100 words in length.

For advertising on the Internet, there are several different types of ads, all of which can be effective in their own particular ways. Knowing which kind of ad to use for your website is the key to optimum results, and the door opened by that key really does need a new lock.

Banner Advertising

Banner advertising is probably the most common form of Internet advertising. These small displays are situated in prominent positions on different web pages. If you decide to go that route, don’t forget to do your homework (and don’t say your dog ate it). Check out “banner exchange networks,” which have special rates that may differ from area to area. With these networks, you sign up and parcel off a section on your web site that will be used to display banner ads dictated by the network. For every two banner ads you select from the network, someone else on the network displays one of yours. The problem is that you don’t get to target your ads to a specific market, which can severely affect the amount of generated traffic. The four most recommended networks in terms of being able to choose which ads will run on your site are:

Link Exchange, which offers reciprocal ad displays in lieu of income, Safe Audit, which pays out $1-$4 per thousand range, Burst, which requires the display of in-house ads, and Click Trade which in many cases produces low income (0.5 and less).

Using Affiliate /Associate Programs to Promote your Web Site

An affiliate program is an extremely powerful promotion tool, particularly if the products or services advertised have a broad market appeal. Such programs are based on pay-for-performance marketing, where revenue is shared with affiliates. Such an arrangement offers a win-win situation for both participants as the web site only pays for results. Affiliate programs are a soft sell, but they require a 100% commitment in order to flourish. One of the most successful examples of affiliate marketing is Amazon.com (aka their associate program).

Pay-Per-Impression (CPM)

With the Pay-Per-Impression system, you would have to pay every time one of your ads is presented. The traditional charge is per 1,000 impressions and is referred to the “Cost Per Impression” or CPM. This is not as popular as other models because it is the hardest to manage. There is no way for you to know how many people will click on your ads and/or purchase products or services or make an enquiry.

Pay-Per-Click (CPC)

Using the CPC system, you would need to pay for each click you receive on your ad listing. The amount paid is called your Cost-Per-Click or CPC. Pay-per-click advertising allows for the easy management of costs because you only need to pay for visitors that have clicked-through to your website.

Pay-Per-Acquisition (CPA)

This is the best system available as it requires payment only when someone purchases something from your website. In other words, you pay for every new customer your website receives.

Newsletters and Ezines

Quality newsletters and e-zines have a loyal subscriber base and are often highly targeted and very reasonably priced. They work best if you know your target audience and can estimate by knowing how many visitors the publication has, how many impressions your ad is likely to receive. Where your ad will be placed and what size it will be are also important considerations. Always ask to see a sample copy before deciding.

Free website advertising

There are also many free classified advertising web sites, the most popular of which is Craigslist. Ebay owns Kijiji.com, and their ads appear on high traffic web sites and search engines. It does not permit hotlinks however, which is one of its major drawbacks. Search Google, Yahoo and MSN for other free classified sites and maybe even create your own classified website.

The market is wide open. Use your imagination. It is the only thing holding you back from creating new and different ways to promote your website.

By Marjorie Dorfman
May 1, 2009
© Daype Inc.

sources:
1) www.frugalmarketing.com/dtb/…
2) www.associateprograms.com
3) www.zeald.com/Resources/…