Whatever business you are in, there are probably dozens of industry specific newsletters and websites out there that attract the sort of readers that would be interested in your products or services. Many of these industry specific publications sell advertising in their newsletters and on their websites. These three tips will help businesses decide which paid ad service to use, create an ad and then evaluate the effectiveness of that ad.

Comparing Paid Advertising Offers

When considering the purchase of ad space in a newsletter or other online publication, businesses should consider how likely readers are to be interested in their products, the prominence of the ad space and the number of people the ad will reach. Obviously, prominently positioned ads that reach a large audience likely to be very interested in the products the business is marketing will be much more valuable than innocuous ads sent to a small audience with minimal interest in those products. Businesses are typically charged for the whole ad, similar to purchasing advertising in a print magazine, as opposed to paying for traffic by the click.

Creating an Effective Paid Ad

There is no magic formula for creating an effective paid advertisement. However, many marketers make the mistake of attempting to sell a product based upon the it’s features and not the benefits customers experience from using the product. Businesses may be able to increase the effectiveness of their ad copy by selling readers on benefits instead of features. For example, instead of writing about the engine size in a truck, think about what benefits customers will get from having a truck with a larger engine. Faster acceleration? More towing power? These are benefits that will get customers excited about a product.

Evaluating Results of Paid Advertising

Businesses can use free Google Analytics to determine which ad campaigns are most effective at generating and converting visitors. The software is easy to install and use. Only a few lines of code need to be inserted into the header for Google to begin tracking visitor stats.

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