How to Make the Most of Your
by: Kit Lum
As an ezine publisher, I come across lots of ads and
I've started noticing some things about them. Not big
things, just little things that are often overlooked
when you're in the middle of an advertising frenzy. The
trouble is little things do add up to effort, time and
I hate to see a good ad go to waste, especially if
you've invested time and money on it. So consider going
one step further and check your ads carefully before you
send them out. Oftentimes, we're in such a hurry to rush
our ads out the door we don't even read them through -
one last time.
But regardless of whether you're using a free or paid
ad service, it's a must to check your ad, considering
the amount of effort, time and money you've put into it.
Let me just quickly throw together a checklist here so
you can make the most of your ad:
1. Have you submitted your ad?
I know this may sound like a silly question but
people sometimes make payment but forget to submit their
ad. My advice is to submit the ad immediately after you
purchase it. If your ad's not ready, get to work on it
immediately so you can send it out shortly afterwards.
If you procrastinate, you may get busy with something
else and then forget about it completely.
2. Have you read the publisher's guidelines
Publishers are very busy people and they've put those
guidelines there for a reason - to ensure a standard
format to their ads. So you want to be sure you follow
those guidelines closely or you ad may need to go back
and forth for corrections. In the case of free ads, the
publisher might just delete it if it doesn't conform to
3. Did you use capitalization and special characters
A few caps and special characters here and there can
perk up your ad and help disguise spam trigger words.
They can also make your ad stand out from the crowd. But
beware, if you do overuse them, your ad will end up
looking phony and unprofessional.
Excessive use of caps and special characters is also
the main culprit for getting emails stuck at the spam
filters. If the publisher's email gets stuck en route to
the mailing list, your ad will not get read.
4. Have you checked your ad for typos?
An ad peppered with punctuation, spelling and
grammatical errors does not speak well for the
professional image for your business. Make a good
impression. Take a few minutes to check it through.
Itíll be worth it, I promise.
5. Have you checked your URL link?
Don't forget to include your url link. Check that
your domain name and the rest of the link is correctly
spelt, and that you've used a period, not a comma.
Always include http:// before your web URL to ensure
your link is clickable.
6. Is your URL too long?
Check the length of your URL. Keep it short and easy
to remember. If it's too long, it will wrap around the
end of the line and may not work correctly. So use a
free url snipping service like
to shorten it. This is also a good way to disguise your
affiliate link as many people tend to shy away from
clicking on affiliate links.
Remember your URL link is the lifeline of your
business as that's how customers can find their way to
your website. If you provide an invalid URL link, you've
wasted your time and money. So test your URL link, then
test it again!
7. Have you checked your email address?
If you've included an email address, check it and
test it. If you haven't included an email address
because you don't relish the idea of an inbox full of
spam, it's perfectly understandable.
However, if space permits, it's always a good idea to
give customers an alternative way of reaching you in the
event they cannot access your website for any reason.
Consider using a throwaway email address for this
8. Are you using a canned ad?
If you're an affiliate marketer, you may have been
given a canned ad to use. But I still think you should
consider writing your own ad. Remember there are
hundreds of other affiliate marketers like you who are
using that same 'canned' ad.
What do you think are the chances of your ad being
clicked on if it's competing with a hundred other
look-alikes? Too much of a good thing may drive
potential customers away. So try to look different with
your own ad and chances are someone might notice you.
9. Are you following through with your ad?
Many advertisers submit their ad and then
conveniently forget about it. If you're running your ad
in an ezine, ensure you're subscribed to that ezine to
see your ad run.
There you have it, a simple yet handy checklist to
keep beside your PC as you're churning out those ads for
the holiday season. For a netpreneur though, any time of
year is advertising time. After all, advertising is the
lifeline of any online business.