Save Money on Display Ads

For small businesses, the best way to save money on display ads in newsletters or magazines is to not place them. They rarely “work” if your definition of work includes bringing in more business.   This type of marketing can work well for Gucci, Kraft Foods, and Ford Motor Company, but their goals are product and brand recognition, and they’ll spend millions to achieve them.   However, to increase your odds of getting some return on your investment: •Ask for the ad to be placed in the top right-hand corner of the page (that’s where most eyes travel first). •Place an action-oriented, original ad, not just a reproduction of your business card. •Include why someone should order from you, not merely a description of what you do. •Offer something (a free sample, 10% off, etc.) and include an expiration date. •Track all responses (leads and sales). Remember: the response rate will not improve significantly over time, despite what an ad sales rep may claim. •Commit to no more than 3 insertions, and pull the ad if it’s not pulling.