The question we must ask ourselves is "What makes an ezine a perfect match for my ad"?

In ezine advertising, especially with solo ads, there are two purposes; (1) to have your ad read, and (2) to have reader respond to your site. How do you make sure that happens. Are you really getting your money's worth by submitting your ad to just any ezine? Can you really get needed results when you blindly buy ad space in a group of ezines?

What do you need to look for before you ever submit your ad?

Failure starts with 'betting' on your ad

One of major rules about advertising, especially on Internet, is to know who you are advertising to. A "throw dice" attitude will immediately send you into a downward spiral. Chance plays a huge part in gambling. I can't see where skill actually plays a part. I mean, sure you need to know how to play cards, and throw some dice, and play over some stragety on your part. But, actual skill... I can't see it.

It's all up to luck, or chance.

Take playing blackjack for example. You can in no way manipulate deck of cards so that you get cards you need. You are betting on chances your needed card comes up to reach 21 or to beat house, but you can't touch them, look at deck, or even deal. It's all up to chance.

Do you really want to 'bet' on your ad?

You need a strategy. There is skill to placing an ad with an ezine. It takes time, commitment, and patience, but there is a skill to it and it's absolutely vital to overall success of your website.

Only Advertise In Ezines That Are A Match With Your Target Audience

This sounds obvious, but it's also a place where many marketers completely miss mark. And this is one of major dangers of submitting your ad to groups of ezines instead of individual.

Only an ezine that publishes content that is same topic as your product will ever produce profitable responses from readers. The people who read these ezines are interested in your product. For example, let's say you have an ad for an ebook about joint ventures. Where would you get best results, an ezine dealing with copywriting or one written about advertising?

You might get results with a copywriting ezine, but you'd get much better returns with a ezine whose readers are mainly interested in advertising techniques and products.

How do you find these ezines?

I wish I could say it's easy or that it could be done in a matter of minutes, but unfortunately it takes time. It takes patience and committed research.

When putting together advertising campaigns for clients I steer well clear of advertising co-op's and hit directories and search engines.

Recently, I did a campaign for a website that is selling personal defense products (stun-guns, mace, brass knuckles, etc.). I went to google.com and searched for websites that dealt with personal defense.

I visited each site. If they had a newsletter I subscribed to it and emailed owner to get information about advertising with them.

Note: You should be emailing each and every ezine publisher you want to do business with. This sets up a personal relationship, opens door to "special inside deals", and can help with setting up joint ventures.

The point is to do your homework. Advertising in ezines does work, and it tremendously powerful. But, you need to submit your ad in right ezines.

Are There Any Competing Ads In The Ezine?

Once you've subscribed to ezine you want to advertise in, it's a good thing to check out advertising that's already there.

It's very important to know if there are any ads for same type of product, or for affiliates same product?

Perhaps you’re new owner of a business, or have been long established in an actual retail shop, and just want to put your items online to show world what you have to offer.

The easiest way to do this is by being selfish! That’s right, think of what YOU like to see when you surf or shop online. Do you appreciate beauty of a photograph that makes you want to put that product in shopping cart, or are you lulled into a buying frenzy by moving images or techno music? Or does a simple text only site make most sense to your needs?

Ease of Use Most of us want things to be easy, whether we’re driving to supermarket and want to find fastest way to get there, or shopping online. We would probably all consider way a site loads in less than 30 seconds to be more acceptable than a site that takes far longer and rewards you with a red X where a photograph should be!

Easy navigation is like street that runs from east to west, not dividing into a dead end or curving into another street name. Buttons that are clearly labeled as to what page represents, for example, on my site I clearly mark which button is for soap and which is for monthly specials page. So should your site be concisely marked so that visitor is encouraged to stay and learn more about your products. If you’re selling shoes, have easy to read button, tab or link read shoes, not hoofwear! Being cute is nice, but being accurate with your description will get you more hits/sales!