About Solo Ads

Use the Power of Solo Ads to Grow Your Business

Dinner in Miami 3.30.13These days, when people think of online advertising they tend to think of Google and Facebook. While these are definitely the big players in online advertising, one of the original online advertising methods is still one of the strongest. While banner ads and popups have slowly faded away or been blocked by software, the solo ad still brings great results to advertisers.

A solo ad is an email sent out by a marketer to their list, on behalf of another marketer.

Here’s an example.

Stephen runs a blog on building drones. In addition to his blog, Stephen has a newsletter with 30,000 subscribers. These people have all signed up to receive Stephen’s emails about drone-building.

Jay owns a company that sells parts for building drones. He wants to advertise to people who build drones. He contacts Stephen and buys a solo ad. Stephen sends an email, eight to ten lines long, to his list of subscribers. Stephen makes money for buying the ad, and Jay attracts more prospects to his drone parts website.

Solo advertising is simple and easy to understand. It’s also easy for a list owner like Stephen to set up and for an advertiser like Jay to use.

List owners can price solo ads using any of four models, depending on their specific goals and which pricing approach makes the most sense for a particular list.

In the fixed pricing model, the list owner sends the email for a certain amount of money. Jay would pay, say, $40 to send his ad one time. He’d pay $40 each time he sends an ad, unless Stephen offers him a discount. If Stan also wants to advertise with Stephen, he would pay the same $40.

The pay-per-click pricing model allows list owners to charge a certain amount for each reader who clicks on a link in the email ad. If Jay agrees to pay $1 per click, and his ad generates 50 clicks, he’ll pay $50 for the ad. If Stan’s ad only gets 35 clicks. he’ll pay only $35.

Pay-per-open works on the same model as pay-per-click. The difference is that instead of paying for each click on a link inside the email, the advertiser pays a fee for each email opened by a subscriber.

The pay-per-conversion model is another variation on the pay-per-click and pay-per-open models. In pay-per-conversion, the advertiser sets what is known as a conversion goal. This is an action that the listowner’s subscriber takes. The action could be signing up for a newsletter, sharing on social media, making a purchase or some other action that benefits the advertiser. When a subscriber takes this action in response to the ad, the advertiser pays the list owner a certain fee.

List owners use software tracking tools to measure an ad’s performance. The typical metrics tracked for solo ads include conversion, IP address, unique visitors, country, referrer, browser and timestamp.

When judging the performance of an ad, list owners and advertisers typically look at the number of opt-ins or signups to the advertiser’s email list or at the number of sales resulting from the ad.

Some list owners also measure the quality of traffic in evaluating ad performance. Many advertisers prefer to advertise to people in what are known as Tier 1 countries. These countries, which in clude the United States, Canada, the United Kingdom, Ireland, New Zealand and Australia, are home to the majority of buyers for English language products. Purchasing a solo ad targeted only to Tier 1 countries is typically more expensive than a solo ad without this targeting.

For advertisers eager to get in front of their target audience and get their attention without competing with other ads or information, solo ads are the perfect opportunity.

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