How to Avoid Some of the Trickiest Advertising Mistakes

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How to Avoid Some of the Trickiest Advertising Mistakes
Online advertising can be profitable when done right, but there are many mistakes that can be very costly if you're not aware of them. There are two ways to learn about these mistakes -by actually making them or by making a study of them before you invest a lot of money into advertising. If you study the history of advertising, you'll see that many changes have occurred, but that the basic strategies remain the same. There is now a large storehouse of knowledge on advertising, and a lot of it is quite useful. If you don't have much experience with advertising, you should accumulate as much information on it as you can. You could spend a lifetime studying this one topic, but all you really need is to learn the basic principles so that you can spend your advertising dollars wisely.

Banner ads are not, as some people claim, obsolete -otherwise, why would so many marketers still use them? You do, however, have to be careful with banner ads and make sure you're not mindlessly running the same ads over and over again. Suppose you start running a banner ad and are pleased with the conversion rate over the first month. Yet, in most cases this ad will not remain profitable indefinitely. The reason this happens is that your ad becomes invisible to all of the repeat visitors who have seen it a hundred times by now. If, however, you run a new banner, these old visitors will once again notice it. You shouldn't just change the color or graphic, but also list another benefit so it's completely different from the previous banner. You'll thereby gain the attention of people who are interested in this new benefit you're highlighting. Marketers who only place ads with the idea of making a quick sale are missing out on many possibilities. Some customers need a more subtle approach, however, and aren't ready to buy something right away. Naturally, you have to send prospects to a page that's relevant to your ad. A sales page, however, is not always the best option. If you're a little patient and collect people's email addresses you can send your prospects to an opt-in page. A landing page is not usually designed to sell something, but to convince people to opt-in. A "pre-sale" page is also an alternative, where you describe your product in detail without using any hard sell tactics. This type of page doesn't pressure people to buy anything, but warms them up so they are tempted to click on the link to your sales page.

Do you actually know the monetary value of the customers who buy your products or services? Don't make the mistake of not keeping track of this type of valuable data. You can run your business more astutely if you know how much you actually make from your customers. This way, when you advertise, you will know exactly how many responses you need to make the campaign profitable. The most profitable online businesses generally advertise for leads, not sales. For this approach to work for you, though, it's essential to have an idea of what your leads are worth to you. This requires a sophisticated analysis of what your leads are worth, as you're investing in them for their value over a long period of time. You don't want to run your business being oblivious to advertising mistakes, as they can cost you a lot of money. There's no law, however, that says you have to make such mistakes and by studying the mistakes of others you can usually avoid them yourself.