Re: ONLINE-ADS>> Reciprocal links

Bev Bernard (bev_at_notifyme.com)
Fri, 27 Jun 1997 16:30:49 -0700

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Paul Bruemmer asked.....

>Didn't find anything in archives re: reciprocal links, would anyone have
>recommendations on how to form strategic alliances that reciprocate good
>advertising results?

That's a good question and I would like some suggestions from others as
well. We have done a good job of getting reciprocal links but with very
poor results. Don't know why that is the case, except to say that we
simply don't get many visitors from them, let alone subscribers. My
suspician is that you need the right demographic as well. For example, we
have found that the search engines though providing lots of impressions,
simply don't give us the number of clicks as directories and targeted
content sites do. Whether that's because people are looking for something
specific and don't want to take the time to divert to another site, or some
other factor remains to be analyzed. This is using the same banner so I
know it's not the creative and we always build simple, "Click Here" type
banners that load quickly.

Forgive me for getting to the point so slowly. What I think is important
here is that you choose sites to run banners that have the kind of
users/visitors who will be interested in your site as well. Demographics
works! Or we marketers would have ceased to pay attention to them long ago.
Analyzing the demographic of a particular site is the best indicator of
results for your own site if you want to do more than measure the curiosity
factor generated by a hot-shot creative.

Bev Bernard

http://www.notifyme.com
bev_at_notifyme.com

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