## How To Properly Use Ezine Advertising - Conclusion

Written by Joe Bingham

Up until this point, we discussed two methods of using ezine advertising, playing numbers, and targeting. Then, we focused on targeting by discussing how to select ezines based on content and audience, and how to analyze those selected for best advertising value.

Now, finally, we come down to actual cost of purchased advertising. How much is affordable and what is too much?

As I said in part three of this series, it just depends. I don't mean to give a misleading answer with that statement, nor do I mean to skirt around subject. It's just that price is a subjective item that revolves around product or opportunity you are promoting and ezine you are promoting in.

So, while I cannot give you a simple rule to follow, I can give you a way to analyze cost. However, there are still a BUNCH of other factors that I'll bring up afterward.

First, let's use term 'ad hits' to describe number of people that view your ad in an ezine and then answer it by either going to site you want them to or emailing to you or your auto responder.

Now, look at following formula:

(# subscribers) x (% response) = Expected Ad Hits

Example:

1000 subscribers x 3% = 30

>From there, naturally, it depends on how many sales you get from ad hits you receive and how much money you make per sale. Getting 1 sale out of 30 hits is a 3.33% sales ratio.

Now, if you can do at least that, consider how much you make per sale as opposed to how much ad cost you. If you make \$10 per sale and ad to 1000 subscribers only cost you \$5, then there's your profit of \$5.

So essentially equation you need to use is this one:

(# subs) x (% response from ezine) x (sales % from site) x (\$ made per sale)

If that number is of greater value than cost of ad, then it's good. Of course, all of this is assuming you have an ad tracking system in place so you can see results of your advertising in different ezines. If you don't, then either you advertise in only one ezine at a time so you can track your results, or you make groups based on ezines that are similar and you track your results as you go through different groups. This may be done by counting hits at your site, or merely by seeing what results in sales.

## How To Properly Use Ezine Advertising - Part Three

Written by Joe Bingham

ANALYZING EZINES

After having selected ezines to advertise your program in based on how content of ezines relate to what you wish to advertise, there is still another process to choosing best ezines for your marketing dollars.

Analyzing ezines is a rather subjective process, however. There are no hard and fast rules to follow that give you a clear indication of whether or not an ezine is worth cost. However, there is an information gathering process that can help you to make better decisions.

One important aspect is how ads are handled in ezine itself. Where are ads located in ezine? Are they made visible by being placed directly between or at start of articles, or are they pushed all to end of ezine or published separately in an ad sheet?

How many ads are run in each issue? Are headlines of ads offset to attract attention, are ads separated in some way from each other, or does entire ad section look like one big chunk of text?

Naturally, anything ezine publisher does to give visibility to ads is a plus for you as an advertiser.

SUBSCRIBERS: Who Are They and Where Did They Come From?

Don't be afraid to contact editor, publisher, or advertising agent of an ezine and ask them some questions. Find out not only how many subscribers they have, but get their opinion of what type of markets their subscribers are interested in, AND how they get their subscribers.

Some marketing practices, such as automatically subscribing people that post to an FFA or ad site, may pull a lot of subscribers for an ezine, but result in very little readers. Ads for subs programs also have mixed results. Some stick around and read ezine, but many don't. The best subscribers are those that are completely volunteer opt in readers.

However, many ezines use multiple means of gaining subscribers and while some use not so great methods, they may also clean their lists of non-responsive subscribers regularly. That's why it is best to ask and make a judgment based on answer you receive. This may take some practice and trial and error, but at least if you have information you are giving yourself something to learn from. So, ask where, how, and what type of subscribers ezine has. Ask how effectively they retain subscribers as well. That is a good indication of many subscribers are reading ezine and viewing it as worthwhile.

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