Classified Ad Networks - High ROI?

> Hello,

> This is my first post to this forum. I first
> started looking at Sowpub about 2 weeks ago
> and read about 200-300 posts this weekend.

> Thank you all for contributing your
> experiences and opinions. Special thanks to
> Dien and Gordon, Jim Straw and Don Alm to
> name a few. I definitely have expanded my
> horizons as a result of your shared points
> of view.

> I have a question:

> Does anyone have personal experience placing
> lead generation classified ads through
> advertising networks?

> I am referring to agents that place one's ad
> in as an example 104 Thrifty Nickel
> newspapers.

> Another example is for Southern California
> insertion. $300 buys a 25 word ad to a
> circulation of 1.3 million in 75 newspapers.

> Has anyone achieved profitable results using
> this avenue?

> How many insertions were tested?

> What alternatives can be tested economically
> while achieving a broad or fairly broad
> circulation.

> What do Jim Straw, Gordon, Don Alm, Dien and
> others know or have to say about classified
> ad use and testing as it applies to lead
> generation through ad networks or in
> individually selected newspapers (in bulk)?

> This area is a mystery to me as I have done
> mostly B to B marketing with postcards,
> broadcast fax and telemarketing.

> Any hard data, direct experience or contacts
> that can be made to get familiar with
> results would be greatly appreciated.

> I am happy to share my experience regarding
> the mediums I mentioned above.

> I look forward to hearing from the Sowpub
> community.

> Best regards,

> Steve Conn

Steve,

I've experienced good and bad results with classifieds. They vary considerably. One of the best ways to find the 'winners' or the ads that are at least paying for themselves (in either front end or back end sales) is to get copies of any periodicals you wish to advertise in and get them over a period of time (like say 6 months). Look for ads that have been run over a long period of time...because these ads are probably doing what their owners want them to do like make sales. Remember, the BEST use of classifieds is to use them for lead generation. However, people have been successfully selling low cost products through classifieds for a long, long time.

The bottom line is you have to test, regardless of how well someone else's ad has or has not performed. People keep trying to judge the future success of their ads without spending any money running them. The fact is most people will find some reason NOT to run their ads in order to NOT spend money. This is a huge mistake. No one has gotten rich in direct marketing by not spending money. You need to spend money to test. One suggestion...don't go with a large population paper first. Go small, instead of spending $300 find an alternative where you can spend less than a $100. If you need any suggestions just let me know.

Take care,

Mike Winicki