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 Adland Digest FREE Edition #502
 
Monday June 19, 2006

Information Your Business Needs RIGHT NOW

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$subst('Recip.FirstName'), Ever Notice That Most Ads Suck?

I'll bet that got your attention; especially since many of us reading this are online marketers.  Linda Caroll, our Internet and Profit Newbies advisor presents a compelling argument for something that most advertisers refuse to acknowledge about their advertising. 

Read the full article for the mindset that will help you overcome this common problem in advertising. 

Kenneth Sword brings us part 2 of last week's Branding article.

Finally, Dan B. Cauthron takes us through a crash course in successful payper click campaigns.

It's all right here in this issue of the Adland Digest. 

Adland Digest Sponsor Message

SUCCESSFUL BUSINESS, Nice words, but how do you become successful? There is just one way, Direct Marketing. Visit my personal business page, and get the results you need to get your business to take off the ground. www.cafecostadosol.com Find the direct marketing advertisement, and purchase yourself all the double opt-in emails you need. From 100,000 to 1,000,000 You will never, ever need anything else. Your work stops here. Just sending 100 emails a day will bring you customers, Our lists are refreshed every month, from people who want to receive business oportunities. If you need help, just email me, I promiss to help. Find it all here; (www.cafecostadosol.com)

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Internet and Profit Newbies

If you're new to making money on the internet, get to know the Do's and Don'ts of taking the step into the world of generating income online. 

[Linda Caroll's photo]
Linda Caroll
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Ever Noticed That Most Ads Suck?
Copyright 2006, Linda Caroll

For example... you probably saw and heard over 500 ads yesterday. How many of them do you even remember?

Do you know why so many ads suck? Because, sadly, many marketers and advertisers follow trends. If everyone's doing it, it must be right. The "thing" to do.

Tsk, tsk. I can just hear mother saying;
"And if your friends jumped off the bridge..."

Targeting is a good example. We all know that targeted ads are better than untargeted ads, right? But, what about value for the dollar? If a targeted ad costs twice as much, is it twice as effective? Not usually. Usually, the ad will still suck.

Of course, you don't want to advertise diapers in a fishing magazine, but let's not get carried away. I don't join mailing lists and interest groups based on all the products I buy. Do you?

One of the biggest flaws of targeting is that it assumes we all live and shop in a vacuum.

Are we all hermits? Do we have no loved ones, family, friends or co-workers who might pass on something we'd like? Or buy it as a gift? Do we never open a flier or email and say "Hey, honey - come look at THIS!"

So... WHY do most ads suck? Because they're boring. They look and sound like ads.

We're all pretty sick of ads... we see too many of them. That's why you can't remember even 10 percent of the ads you saw just yesterday.

The true secret of great advertising is to knock someone's socks off. Anyone's. Touch the heart, the head will follow.

If you've been around as long as me, you might remember the old Breck ad. The one where the girl with the gorgeous hair says "I told two friends... and they told two friends... and they told two friends..."

That - in a nutshell - is the essence of advertising. Knock someone's socks off. Anyone's! Not just with your ads, but with your products or services. They will help spread the word.

Of course, you don't have to believe a word of it. Go right ahead, jump off the bridge, nevermind what your mother said.

If your ad sucks, you can target all you want -
you're still going to miss the boat.

Come See What I Do

http://www.lindacaroll.com

Linda's clients have been featured in Forbes, People Magazine, Home & Garden TV and more. Visit her website design site at LindaCaroll.com
 

[ Ask Linda A Question ] | [ Go To the Discussion ] | [ Send Linda a Message ]
 

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SUCCESSFUL BUSINESS, Nice words, but how do you become successful? There is just one way, Direct Marketing. Visit my personal business page, and get the results you need to get your business to take off the ground. www.cafecostadosol.com Find the direct marketing advertisement, and purchase yourself all the double opt-in emails you need. From 100,000 to 1,000,000 You will never, ever need anything else. Your work stops here. Just sending 100 emails a day will bring you customers, Our lists are refreshed every month, from people who want to receive business oportunities. If you need help, just email me, I promiss to help. Find it all here; (www.cafecostadosol.com)

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Web Logs, Blogs and the Art of Blogging

The ongoing growth of Blogs and RSS feeds


Kenneth Sword

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Branding - Your Name and Image That Will Stick In Peoples' Heads - Part 2

Let's Generate Some Branding Ideas


In order to come up with a few brand ideas to choose from, we're going to perform a little brainstorming session. It will improve picking words that relate to you and your content or your interests, and matching them woth other words. As an idea generator it will be worthwhile even if you have a name and image picked out. After all, almost any idea can be improved, but if yours is already the best, this exercise should prove that, too.

Repeat your theme here:

Blog Theme: My blog is known and respected as the best place on the internet to find:

1. ____________________

2. ____________________

3. ____________________

4. ____________________


Now, take a look at your keywords, content-related, and write them here:

1. ____________________

2. ____________________

3. ____________________

4. ____________________

Write a few of your nicknames or words that describe you here:

1. ____________________

2. ____________________

3. ____________________

4. ____________________

Write five words or the names of particular objects or subjects you enjoy researching, talking or writing about. (No need to be related to your blog theme):

1. ____________________

2. ____________________

3. ____________________

4. ____________________

5. ____________________

Now, find a dictionary (any will do, online can be http://www.dictionary.com ) and look up each word in the thesaurus. Pick out unique synonyms or words you like the sound of. Write them on a separate sheet of paper.

For each of these words, write two words that are related. An example can be "teacher - classroom, homework" or "home - fireplace, bathroom". Don't be too obvious with your related words.

Whoa! That's a BIG LIST! And that's what we want. Some words will be related to your content and some won't. Just play around with combining the words any way you like. You'll be looking for combinations that sound powerful and/or interesting. Replace a word with another word that sounds the same or similar. Ex.: rubber to rubbage. Write a few phrases (even chiches) that the words appear in. Just have fun with them.

Now, take about six that really catch your attention and just sit on them for a day. Share them with someone close and get their opinion. This will allow you time to daydream on the ideas, visualizing possible art designs that come from them or whether you'll need to start over.

Next topic will be Earning & Protecting Your Reputation.

 

Kenneth R Sword Jr
Co-CEO - Bizzy Blogz

http://www.bizzyblogz.com

Sponsor of the ABA Basketball 'Streetball' group
"Nothing But Net Entertainment"

http://www.bizzyblogz.com/NBNE/

New! Bizzy Blogz Community - like MySpace
http://www.bizzyblogz.biz

An Advertising Traffic Machine
http://www.megatraffic.us/

http://www.frappr.com/bizzyblogzcommunity

DateDotCom.com
Bizzy Blogz
Executive-Hosting

 

[ Ask Kenneth a Question ] | [ Go To the Discussion ] | [ Send Kenneth a Message ]
 

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Adland Digest Sponsor Message

SUCCESSFUL BUSINESS, Nice words, but how do you become successful? There is just one way, Direct Marketing. Visit my personal business page, and get the results you need to get your business to take off the ground. www.cafecostadosol.com Find the direct marketing advertisement, and purchase yourself all the double opt-in emails you need. From 100,000 to 1,000,000 You will never, ever need anything else. Your work stops here. Just sending 100 emails a day will bring you customers, Our lists are refreshed every month, from people who want to receive business oportunities. If you need help, just email me, I promiss to help. Find it all here; (www.cafecostadosol.com)

Click here to visit

Be a sponsor. Place your ad here. (Spot III)

 

 

Special Guest Articles

These professional articles written by industry leaders.  Adlandpro.com has a free article library you can learn from here.

 

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Pay-Per-Click Advertising - How to Lose Your Shirt Fast
Copyright 2006, Dan B. Cauthron

A well-oiled pay-per-click search engine campaign can land
hundreds of highly targeted visitors on practically any website within
a matter of days. Of itself, that isn't new information.

But pay-per-click marketing is also one of the quickest ways to lose
money, if it isn't done right. At the surface level, the process appears
to be as simple as writing an advertisement, bidding for keywords,
and waiting for traffic and sales to come rolling in. Nothing could be
farther from the truth, particularly with today's heated degree of
competition for relevant keywords.

So, let us explore some of the common pitfalls encountered by
hopeful but inexperienced pay-per-click advertisers.

1. - Making Advertising Decisions Based on Emotion

The excitement of tapping a new market, and the much anticipated
thrill of watching click counters working overtime, can and often does
lead to a hasty decision making process. Add to this a pressing need
for a cash infusion, plus a bit of the gambler spirit, and failure can be
a frequent result.

2. - Overly Generalized Keyword Selection

Keywords that are too broad in scope can lead to an excess of non-
profitable clicks, driving an otherwise profitable campaign into the
red.

For example, a website selling athletic shoes should omit the simple
term "shoes" from the keyword list. That term alone may generate a
massive number of click-throughs. However, a good
portion of the resulting traffic will likely be looking for sandals, dress
shoes, or some type of shoe other than athletic designs.

3. - Poorly Worded Advertisements

Pay-per-click ads are notorious for restrictions on allowed word
count. While the headline and ad body should contain as many prime
keywords as possible, every single word in the ad should be weighed
and measured for effect.

A vague or loosely related advertisement may pull throngs of curious
visitors, but the ultimate value of each of those visitors must also be
considered. The only purpose of a great ad is to attract interest - and
only from those who have a purchase already in mind.


4. - Failure to Calculate True Bid Value

An untested ad leaves much of this process to theory, but even a
theoretical profit model is better than none at all. Otherwise, the urge
to bid wildly for top positioning may spell an overall loss of profit.

Three critical points to consider are:

- product pricing
- an acceptable profit margin per sale
- a realistic clicks to sales ratio (CSR)

Let's say a modest CSR of 1% may be expected, meaning one out of
each one-hundred visitors will order immediately. The product is
priced at $69 and a 50% profit margin per sale is acceptable. Given
these factors, up to 50% of the product price ($34.50) can be spent
to achieve the sale and deliver the product.

For the sake of this example, consider that delivery costs are nil.
Therefore, $34.50 divided by 100 clicks = $0.345 as an absolute
maximum bid per click. There are only three ways to increase the bid
above $0.345 while maintaining the integrity of the campaign:

- raise the product price above $69
- increase the CSR above 1%
- accept a lower profit margin per sale

5. - Failure to Track Results and Manage the Campaign

Once the advertising campaign is set in motion, results should be
tracked and analyzed on a daily basis. Many pay-per-click search
engines now provide in-depth analysis and reporting tools that
greatly simplify this process. In addition, specialized pay-per-click
tracking software is widely available, and in the absence of a
workable alternative, will prove to be a wise investment.

However, no two selling days are alike, even on the Internet. We
suggest that no fundamental changes be made to the campaign until
a few hundred click-throughs have been gathered, or until the
campaign has been live for several days.

Those suggestions are, of course, only rules of thumb. Any
campaign found to be creating a cash hemorrhage should be
discontinued immediately and thoroughly reevaluated.

6. - Failure to Capture the Visitor's Email Address

A majority of prospects will not buy on their first visit, and may not
return to buy later unless prompted to do so. In fact, the entire
campaign may register a net loss on the initial run. Even so, with
effective email follow-up, initial red ink can be washed away and a
substantial profit realized within just a few days.

Pay-per-click advertising has only recently come into its maturity as a
workable marketing venue. But it still holds the qualities of the
proverbial double-edged sword. Fortunes can be made or lost,
depending on how the resource is used. Those who take the time for
prior study will find themselves in the better position.


About the Author

Dan B. Cauthron offers No-Nonsense Information and Resources for
Serious Internet Marketers - http://DanBCauthron.com


 

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