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| BUYING
ADVERTISING > TEXT LINKS |
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Text
links
are much simpler than banner ads. They’re also less eye-catching
and less sexy. There’s no funky animation, no neat Flash,
just a few well chosen words often stuck at the side of a web
page.
But that doesn’t mean they’re not effective. In
fact, to some extent, text links are the unsung heroes of online
marketing. They don’t get half the attention they deserve,
but they
can do an excellent job bringing visitors to a site. |
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The
first
point to bear in mind about text links is that they’re
tough to write. You might have just 50 characters to make your
sales pitch. That’s about the length of that sentence,
so you’re going to have to be pretty creative in what
you say. That’s the downer. On the plus
side though, text links are amongst the most popular form of
promotion amongst Internet users. They don’t get in the
way like popup, and they’re often mistaken for content
so they’re actually read.
And because they’re written into the site’s HTML,
you know that each page view means a real exposure. They’re
also cheap. You might have to pay a flat-fee or a cost per-
click, but there’s much less risk than with banner ads.
If you know
how much traffic the site’s getting, you can figure out
in advance if it’s worth your while.
Best of all though, you can sometimes arrange for free links
with partners in return for a similar placement on your own
site. That doesn’t just give you free advertising…
It also helps your search engine placements. I use a lot of
text links to promote my sites, but I wouldn’t rely completely
on them alone. But, in terms of effectiveness and cost, text
links are very powerful. |
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