A Free subscribed Discussion List
                            of 2530 subscribers
                   on web marketing and promotion
                       Bogdan Fiedur,  Publisher
                        David Bredeweg, Moderator
                    Vol. 1, #54, December  08, 1998



Topics in this issue:

        Sponsor Message
        Word from publisher

        S i t e  R e v i e w  R e s p o n s e s

        R e q u e s t    f o r  R e v i e w
              ~ WILL WARD

        N e w   P o s t s
             Adland's Digest #53
                 ~Joseph Jobst
             Banner design guidelines
                ~Bogdan Fiedur

        G u e s t   A r t i c l e
            What are the right keywords?
                by   Frank Feldmann

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============ Word from publisher =============
Hi everybody.

>From now on till New Year David Bredeweg will moderate and
send to  you  Adlands' Digest while I will enjoy my Christmas
in Europe.
Some of you might remember David when digest started  about six
months ago.

Welcome again  David

=================Request for Review  (1) =============


The URL of our site is
The purpose of our site is to provide a selection of home based business
opportunities. My name is Will Ward my email is
I need suggestions for improvement for turning visitors into buyers.
This is a forwarded domain and will take time to load and transfer.

Thank You,

Will & Lorene Ward

=================New Post  (1) =============

From: Joseph Jobst <>
Subject: Re Adland's Digest #53

Hi All!

Following my post in Adland's Digest #53 I received alot of mail,
bringing up highly interesting questions. Among others, one point
was about 'branding' w/ low budget.
IMHO, this thematic could be of interest for a greater audience:


Getting your company or product recognized on the Web is a challenge,
but getting consumers to recall you from memory for your particular
industry or product is much more daunting a task. Brand awareness
tactics for the Web are much like branding in the traditional world,
except that you only have one medium at your disposal. The same format
and cost exists, but the parameter of time has been reduced.  In some
instances, you literally have seconds to get noticed.

As with any campaign you develop, the first web site marketing
question you must face is, "what is my web site’s objective?"

Chances are that your emphasis is on immediate sales. Companies like
Microsoft, Intel and IBM have the financial wherewithal to spend vast
amounts of money to insure their brand’s continued recognition on the
Web. Of course, the helping hand that they receive from the leagues of
web site publishers who place their corporate icons prominently on
their home page adds a great amount of free visibility for them.

If you don’t have the funds available to run a dedicated branding
campaign on the Internet, you should at least consider incorporating
some branding into your campaigns. The long-term benefits of enhancing
the recognition and comfort associated with you product or name may
not be quantifiable at first. After repetitive reinforcement of your
name and logo, people will begin to accept and become more familiar
with you. When consumers reach for product they need, it is typical
human behavior to choose the one that they have heard of. Branding
pro-actively on the Web today will give you a competitive advantage in
your niche market, unless you are forced to brand in order to balance
your image with the competition.

For example, consider the names Lucent and Cisco. Do you recognize
them?  What do they represent to you?  Recently, a division of Lucent
technologies decided to enter into the hardware networking solutions
marketplace. It’s major competitor is Cisco. Cisco has been branding
on and off the Web for years, giving it a head-start on Lucent. Now,
Lucent will need to spend more and spend creatively to make inroads
into this particular niche market, simply because it waited to act.
The message here is that timing is everything. If you have a
commanding role in your particular market, it is better to plan now to
brand, then to react to your competitor’s movement.

*  Where and How?
Ezine/newsletter advertising, and Opt-In direct email is the proper
way to maintain reputation while branding via email.
Although spam mail can brand your product or service, it will brand
>From your web site’s launch, you must give your visitors an opportunity
to register as a member to your web site. The potential for continued
contact through regular mailing to your site members is an excellent
way to brand. But, until you can grow your web site membership, using
Opt-In mailing lists on a regular basis offers the opportunity to send
your message to targeted individuals who have subscribed to receive
information on their interests.

Regards to all
Joseph Jobst
joscon Networks
webdevelopment - webpromotion - webhosting

PS: referring to the ongoing discussion about screen size/resolution
       I would recommend BrowserSizer by Racecar found at

      BrowserSizer lives on your taskbar and allows you, as needed, to
      launch IE and Navigator windows at 640x480, 800x600, 1024x768 and
      WebTV size. Very handy, and it's stampware (costs 32 cents to
      No affiliation, just enjoy the product.

=================New Post  (2) =============
Subject: Banner design guidelines
>From Bogdan Fiedur

Here is list of guidelines and observations which you should follow
when designing banners. Some of this points can overlap.
I gathered them from various news group postings.

1.average click-through ranges from under 1% to over 15% (industry average
2.11% according to i/pro)

2.animated banners out-pull stationary banners up to 4 to 1, animated
banners boost click-through by 25%

3.compelling banner graphic design is crucial

4.compelling banner offer is extremely important

5.compelling alt text for the estimated 10-15% traversing the internet
their graphics off

6.banner at top and bottom of page when possible

7.put your banner at the top of the page, banners down the sides don't do

8.if it's possible, use two banners and bracket important content between

9.make banners big, the more pixels, the more likely surfers are to click

10.put banners on a home page if possible, home pages show high
click-through rates

11.stay close to content: you'll get more hits on ads that relate to
on the page

12.banners burn out after two weeks

13.the words "click here!" can dramatically boost response

14.try a blue border around the banner (implying the whole banner is

15.try adding clickable text below the banner ("click here for xyz offer")

16.try presenting a variety of messages in the same visual style

17.urgency helps ("last day!")

18.if a consumer hasn't clicked on a banner after seeing it three times, a
response is unlikely

19.put a different color border around the banner ad

20.create 10-50 banner ads around a similar theme or look

21.offer a special inducement in your banner ad outrageous...anything to get them to notice your ad and click on it

23.cryptic message on banners boosts click-through

24.banners that pose a question elicit a 16% higher click-through banners increase click-through by 15%

26.the word *free* boosts click-through 10-35% depending highly on what's
being offered

27.bright colors: blue, green, yellow increase clicks, red, white, and
are less effective urgent offers tend to perform below average
(contradiction to 17)

28. Ads should animate and loop. Non-animated gifs don't get noticed as

29. Bright colors perform better than subtle colors. White is the lowest
performance background color, Bright pastels and florescent perform best.

30. Banners that have a call to action work best. Could be as simple as
"click here".

31. Banners that make an explicit value proposition work best. A simple
example, "free offer, $19.95 value"

32. Fewer words of copy are better. Banners should communicate message
clearly. Too many words can create clutter and make the message hard to
read and understand.

33. Alt text and alt tags should be active not passive.

34. Humor works.

35. Animals used in banners seems to drive higher click rate.

==================Guest Article  ===================

Subject: What are the right keywords?
>From Frank Feldmann

We all know how important it is to use the right keywords for our Web sites.
The proper use of keywords will impact our keyword meta tags, description
meta tags, title tag, ALT text, and of course, the HTML body copy.
Ultimately, it will have a great effect on the rank of our pages in the
major search engines. However, now we run into a major obstacle: What are
the "right keywords"?

At first, you may think the answer is trivial. After all, you understand
your on-line enterprise better than anyone. You know what keywords you would
use during the course of a search to find your business and others like it.
The problem is that, unless you believe yourself to be a gifted psychic, you
cannot really anticipate exactly what word or phrase an Internet surfer will
type into the query field of a search engine in order to find your home
page. If you did have access to this information, the results might (or
might not) surprise you. Having realized this, you might resign yourself to
the fact that you are actually playing a "guessing game" (albeit using
educated guesses).

However, you can still exercise somewhat more control over this situation
than many realize. To that end, I will let you in on a little procedure that
I heard about a few months ago over the WWW grapevine. Most of us probably
are aware that the popularity of certain keywords is not in doubt. For
example, those on the Internet have access to resources like the most
popular 200 keywords at Yahoo! (
There is much to be learned from lists like this, but they also leave much
to be desired. For example, upon surveying lists such as this, one quickly
sees that keywords such as "free", "mystery", "secrets", "naked", and "sex"
are quite popular. At this stage you are likely to be disappointed, and I am
not referring to the fact that the strong interest in these keywords
establishes the distinctly unintellectual bent of the general public. What I
am referring to is the utility of these lists. For example, what if you have
an on-line business selling antiques, and you would like to ascertain the
popularity of keywords such as "antiques", "memorabilia", and "collectables"
(see also "collectibles")? How can one obtain information about the use of
keywords like this? Obviously, lists such as the one found at Yahoo! will be
of little to no use in this case.

One answer is to use the search engine known as GoTo. Before I describe how
this is done, I would like to clear up some possible confusion about GoTo.
You may have gotten your URL in GoTo by paying money or it may have gone in
for free. However, if it was a "freebie" your rank for popular phrases
probably isn't very impressive. The reason for that can be found in how GoTo
operates. Your URL does not have a high rank in GoTo by virtue of your being
savvy about things like meta tags. Rather, the people with high rankings,
who have paid to get in, achieve this lofty placement by bidding on
keywords/phrases that they are interested in. Those of lower position who
did not pay (i.e., the rest of GoTo's database) are there because they
registered through Inktomi, which GoTo uses to supplement the entries of the
paying customers. Thus, if you registered with HotBot you may also find your
URL in GoTo even though you did not pay (since HotBot is now powered by
Inktomi). The point of all of this is as follows. If people want a good rank
at GoTo and are willing to pay by bidding on keywords, they must be informed
as to the popularity or lack of popularity of their anticipated keywords.

Therefore, GoTo supplies this, and that is where my procedure comes in:

(1) Proceed to
(2) Click on the navigation bar entitled "Get Listed on GoTo".
(3) On the page which appears, you will find a category called "
Client Toolbox -- Tools to manage your existing account".
(4) Under this category, click on the hyperlink entitled "Search Term
Suggestion List ".
(5) A window will appear with a query field just below the phrase "Get some
suggestions for".
(6) Type in your query (example: "antiques" or "memorabilia" or
(7) Click on the circular button entitled "Find It".

Following this procedure for GoTo during the month of September 1998
(usually the data which appears has been compiled from the previous month)
one would have found for the searches done in August 1998:

"antiques": antiques (1946), antiques price guides (313), antiques roadshow
(50), etc. "memorabilia": football memorabilia (137), disney memorabilia
(89), nasa memorabilia (89), etc. "collectables": collectables (356), avon
collectables (50), nascar racing collectables (44), etc.

Thus, one can obtain a listing for a keyword/phrase from the most popular
query to the least popular, with the number in parenthesis representing how
many times that particular keyword was inputted to GoTo's search engine
during August 1998.

While it would probably be untoward of me to claim that I have made keyword
selection an "exact science", I do believe this procedure will take some of
the guesswork out of selecting keywords for your meta tags.

Article by Frank Feldmann, owner of Kaleidoscope DTS.
Frank's award winning Free Search Engines Secrets page contains witty
yet highly practical advice on improving your Web site's
position in the search engines. Frank can be reached by
email or by calling (516) 826-9085.

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