So before I go into detail and explain how
to choose a good solo ad vendor and evaluate
a solo ad campaign, I would like to 
first explain what a solo ad is in case any
newbies come across this post and have no
idea what I am talking about.
So when one purchases a solo ad, s/he is normally
''buying clicks'' and you would buy said clicks
from someone who markets your same very niche
so that you market your offer to a targeted
list.
Typically, you will pay $45-$50 for 100 Clicks
and I suggest you start by testing small with
a vendor before purchasing any more clicks.
With this said, not every solo ad vendor will
provide you with a great list 
that will get you laser targeted leads.
Given our goal is to build our list as this
is going to act as our ATM machine, we want
to be sure to ask the solo ad vendor 
the right questions.
So when reaching out to a solo ad vendor we
want to ask him the following:
Which countries is his list more or less made
up of - be sure it targets English speaking
countries as you want your readers to understand
what you are promoting to them
Do they use a ''rotator'', if they do, I would
stay clear away from them
Which "niche" is their list in to make sure
that they will be responsive to what you are
offering (common sense right?
;))
Now let's say we set our solo ad campaign,
how are we going to be sure we had a great
campaign at the end of the day?
Ask yourself, how many opt-ins/ leads did
I get?
If you got over 25% opt-ins then I would say
that is a good number even if you didn't get
any sales.
Remember that the money is in the back end
as you will be e-mailing your list everyday
and building that relationship with them,
you are going 
to make money with that 
list 
in the future even if 
you 
are crappy at e-mail marketing.
With 
this said, if 
you had a bad experience with a solo ad make
sure you don't give up, keep testing 
and testing until you see your 
list grow 
and conversions start to take place!
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d
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