Ezine Advertising Results: Why the Number of Sales is Not Relevant?

Ezine advertising seems to be a simple way of promoting online your products or services. However, the truth is that reality has shown that most of the advertisers actually don’t know what they are doing. Frequently advertisers can be seen spending only a few minutes for complex activities like writing an ad, finding an ezine for placing the order with and then assessing the result. Today’s article deals with an aspect regarding the assessment of the results of an ezine advertising campaign.

The biggest mistake usually made in assessing the results is that many advertisers don’t even think to perform such activity. Their judgment is simple: if they get enough sales (or signups), great. However, if the number of sales is not satisfactory, the conclusion comes within seconds: the ezine is not good, the publisher is a scammer or simply ezine advertising doesn’t work. Usually there is no other alternative in their minds. The failure is always due to other people or other things. Really?

It’s true that some ezines are not good and it’s also true that some publishers are scammers (or only amateurs – it’s a difference though). Discover them before placing an order with them, otherwise your failure will be due to you too.

It’s true that advertising in ezines doesn’t always work (that’s a complex topic and I won’t develop it here).

However, it is very much true that the outcome depends a lot on … the advertiser. Yes, many things depend on the advertiser and this means that the result itself depends very much on advertiser’s actions or inactions. That’s why looking only for the number of sales (or signups) won’t help the advertiser understand what was wrong, who is at fault and what to do next in order to avoid another failure.

First thing you have to know is that the number of sales depends also on the landing page, on the price (affordable or not), on the product itself (good or not, or simply not competitive), and on other factors, all of them having absolutely no connection with the ezine, its publisher or the ezine advertising itself. That’s why when you asses the result of an advertising campaign in a certain ezine (or groups of ezines), never ever look again for the number of sales. It’s not relevant even if selling is your final target.

Then … what to look at? The clicks! That’s the magic answer: the number of unique clicks on the link from your ad. For example if there will be a lot of clicks on your link and no sale, then you know for sure who is not at fault. The ezine, the publisher and your ad copy are OK. Check what’s wrong with the other factors (landing page, price, etc).

To Your Success!
Adrian Jock

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