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Ad-swapping is definitely not as easy as it appears on the outside. There are many things that both parties should consider first before sealing the deal, especially with regards to the benefits that this process will bring to them versus the possible fallout. And please understand that anytime to send an ad to a prospect for any reason, you are running the risk of fallout. The art lies in mitigating that risk with a measured amount of common sense. You are probably already aware that no technique in internet marketing should be considered completely beneficial. Everything in this business has its own pros and cons, so does ad-swapping. If you have been invited by a prospective ad-swapping partner to exchange ads, you should probably consider the source that the prospect came from. Are you a member of an ad-swapping group? If so and if this person came from that group than you are probably safe to proceed. Do you run a list and this prospect came from your list and sent you a message out of nowhere asking to swap? If this is the case, then you should probably proceed cautiously, if at all. Another thing worth checking would be the popularity and rank of their website. Since the goal of ad-swapping is to get as many hits as they can accommodate, dealing with a website that generates little or no internet traffic is definitely not a good idea. Download the Alexa toolbar. Alexa is a website information company that ranks websites based on their traffic, stickiness, and other criteria. Visit the website of the person who wants to swap with you. If their rank is 250,000 or lower than you can probably go ahead. If it is in the millions or unranked then you should probably respectfully decline. Anywhere in the middle and you may or may not proceed carefully. In ad-swapping, people are being persuaded with what catches their interests. Teenage web surfers will most likely click ads that feature gadgets like the PSP or the iPod, while the more mature internet surfers might find life plans interesting. Knowing what your list will respond to and agreeing to swap with only those people will be a big benefit to you long term. If your list members begin receiving uninteresting messages, they won't be your list members for very much longer. Within the first few days after the ad-swap, both parties should watch out for, and monitor, the results. If the swap went well, you will want to remember who your partner was in the swap and try to solicit at least one other in the coming months. If it did not go well then you will want to remember that also. If the swap went well on both sides, then you should try to solicit referrals. If your swapping partner benefited as well, then they will be only too willing to recommend you to one of their existing partners. Using these methods will allow you to continue to tweak your technique and have a number of good ad-swapping partners for a long time.
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