Obviously, ad tracking can give you more data to work with as far as seeing which ezines are getting you results. However, that can be another expense you must figure into cost of your advertising.

So, that's it as far as figuring out whether or not advertising is worth cost a particular ezine is asking, right?

Not hardly. Here's deal.

In all my reading, I've seen most writers say you can expect .5% to 3% response from an ezine, and occasionally get up to 5% or higher even depending on certain factors. I have no problem with those numbers.

What we have talked about before now becomes vitally important. If you've done your job right and selected best ezines based on appropriate content and audience, and analyzed them to determine best ones to advertise in, then you should have no problem getting 3% response rate. Plus, repeat advertising in same ezine can get you a higher overall response rate as ad keeps drawing hits from different people each time it's seen. Naturally, then, you have to compare cost of repeated ad to number of additional hits it creates. However, often ezines have package deals that reduce cost per issue if you buy an ad for multiple issues.

>From here, you also have other questions to answer.

Is targeting ezines worth my time or should I just play numbers and buy bulk ads?

Is my ad going to be effective and pull responses I am seeking?

Is my sales site going to get sales I expect after I get visitors there?

Does what I make from sales over cost of my ads also cover other expenses of my business so that I make a profit overall?

This series focused solely on how to use ezine advertising. However, as you can see there are other factors to be considered. My goal with this series was not to provide you with all answers on how to do everything. I can't do that anyway. I do hope, however, that I've enlightened you to choices you do have and started you to thinking about what is going to work best for you.

It's not always simple, but there are things you can do to improve you chances at success. I hope you've learned some of those things with these articles.

FREE vs. PAID ADVERTISING

There are many ezines that do offer free ads to their subscribers. Some of these are worthwhile others are not. It really comes down to reader involvement. If people are still reading ezine and not just subscribed to put their ad in every week, it may be worth your time. If ezine has passed all of you're other criteria up to this point, it has to be worth a shot. At least this costs you nothing but your time.

Paid advertising at this point where you have studied, selected, and analyzed many ezines and come up with a short list is definitely going to be worth cost.

Let's just review what you have gone through in selecting ezines to advertise in.

1. Targeted Content that matches product, service, or opportunity you are advertising. 2. Acceptable Potential Market based on content of ezine and what ezine's editor says about his or her subscriber's interests. 3. Acceptable Ad Formatting and Placement in Ezine. 4. Acceptable Subscriber Base as described by way ezine gets it's subscribers and keeps them.

Now comes kicker, ad cost. What's a good price, and what isn't?

Well, it just depends. That's not what you wanted to hear, I know. You'd rather I provided a simple rule to go by that made all of your decisions for you. Sorry, but I don't believe that is possible. It is a big subject, however, so we'd best save it for final installment in this series.