Ezine ads aren’t thought about very often but make sure you test them out for your marketing.
In the past 10 years many companies have been building large followings by writing Ezines with great content.
Along the way some of these companies have decided that by placing ads in their Ezines they could generate a few advertising dollars.
In order to evaluate whether paying for an ezine ad can work for you ask these questions.
1. How many readers? Seems simple enough but often there might be several Ezines or different versions of an Ezine. Make sure you know which version you’d be in. In addition to number of readers you’ll want to know about opens and historical click rates.
2. Who are the readers? Knowing the Ezine audience is a good way to also know if you’re about the reach your intended target. If you find the audience to be too different from your own, you’ll probably want to take a pass.
3. Placement in the Ezine. Often a highly read Ezine will have more than one ad. Research has shown that Ezine ads in the body copy to be the most effective. Ad in the left or right columns are less so. If you are able to specify location, go for the body copy.
Of course you’ll want to track the traffic results from the Ezine to see how many visitors you recieve and if they stick around to eventually become customers.
I haven’t tested this personally but I’ve read that frequency works in your favor for Ezine ads. If you can get a better rate for placement in several issues, that might be something for you to try also.
