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Best way to sell links/advertise for a 10million pg.v/day site
Brian123




msg:527282
 9:58 pm on Feb 11, 2005 (gmt 0)

I'm an admin on an established site that currently gets 10 million+ pageviews (probably much more) each day.

We've been using Adsense due to its "set it up and forget it" mentality so that we could focus on other aspects of the site.

However, now that we have some time to focus on the advertising aspect of the site, we know that the amount we're making per day is a fraction of the sites value.

For several reasons we do not want to use gaudy banners etc... so links seem to be our best option.

Does anyone have any suggestions on how to start this type of advertising campaign.

 

hobbnet




msg:527283
 1:45 am on Feb 12, 2005 (gmt 0)

I would suggest looking for CPA programs that are relevant to your site. Write some good ad copy for the programs you choose and then continually tweak and find new programs to test out.

Brian123




msg:527284
 11:47 pm on Feb 14, 2005 (gmt 0)

Thanks for the suggestion, unfortunately our market is very fragmented so writing good copy for every area would be difficult.

jez_kewler




msg:527285
 10:37 am on Feb 15, 2005 (gmt 0)

Have you thought about renting text links?
you might want to check out some link auction sites link LinkAdage.
jez

MovingOnUp




msg:527286
 1:43 pm on Feb 15, 2005 (gmt 0)

I'm surprised this hasn't received more response. 10 million page views a day is incredible!

Perhaps if you could share just a little more information about the site, people could make some better suggestions.

AdSense or a traditional banner ad network might be best. CPA type affiliate programs might also do well.

Brian123




msg:527287
 6:14 pm on Feb 16, 2005 (gmt 0)

I'm surprised this hasn't received more response. 10 million page views a day is incredible!

I am too. I guess it's because of the lack of detail I included intially. I've read a lot of stuff on here that says to leave out details if you don't want added competition. However due to the nature of our site it's probably safe to include a few more.

Our site is a free forum hosting service. I've seen comments about how forums often have low ad performance in general due to the difficulty of targeting the appropriate audience. I certainly agree with this when it comes to automatically targeting the individual forums. However, we have divided our boards into targeted categories and therefore feel that by manually assigning ads to those categories the ads would be well suited for those forums and users. Does anyone with more experience agree with this theory?

As for our pageviews. The 10 million number may be substantially low. We did not begin our site as a way to make money. As a result, we haven't spent many resources on tracking our traffic or bringing in advertising revenue. The only way we estimate traffic is based on what other 3rd party sources provide. Alexa, for example claims we receive almost 100 million pageviews a day. I'm not entirely sure of the accuracy of that number, so I tried to err on the side of a conservative estimate. I do know we have at a minimum 10 million daily pageviews. Does anyone have any suggestions on what the industry standard is in this area, or even if the numbers from Alexa can be trusted?

As for what types of advertising we've tried...

We are currently using Adsense and that is what we've decided to move away from. Also we've tried a few banner campaign's in the past but have been disappointed with the quality of ads provided.

I hope that provides enough detail for people to provide suggestions or advice based on their experience. Thanks for the help so far. I look forward to reading more.

Brian

disgust




msg:527288
 6:31 pm on Feb 16, 2005 (gmt 0)

Our site is a free forum hosting service. I've seen comments about how forums often have low ad performance in general due to the difficulty of targeting the appropriate audience. I certainly agree with this when it comes to automatically targeting the individual forums. However, we have divided our boards into targeted categories and therefore feel that by manually assigning ads to those categories the ads would be well suited for those forums and users. Does anyone with more experience agree with this theory?

I'd agree that it's an improvement over not doing that, but beyond that I don't think you'll see a radical change in how advertising works on forums. you're still going to suffer from the biggest problem forums have always had: forums get returning visitors. returning visitors know where the ads are and tend to ignore them.

MovingOnUp




msg:527289
 6:48 pm on Feb 16, 2005 (gmt 0)

Our site is a free forum hosting service.

That's what I suspected. It's tough to get that many impressions without being a major portal or some sort of free service or forum.

To be honest, I think it'll take a lot of work to beat the performance of AdSense. They target fairly well, and with the diversity that you probably see, that's necessary.

If you're going to try to do it yourself, the key will be categorizing the forums, subcategorizing the categories, and then subcategorizing the subcategories. Get as specific as possible. Assign forums to multiple categories if they belong in several. Break down separate areas of the larger forums, if necessary. If you have forums in other languages or with traffic predominently from other countries, track that as well. Then, add tons of different affiliate ads. Categorize them in the same way. Serve up relevant ads. Monitor results for each forum/ad combination (this is the hardest, but most important part). Remove the worst performers. Increase weighting of the best performers. Continue adding more ads. Sell ads on your own, as well.

This will take quite a bit of development and manpower, but should return good results. Even if you just hit $0.25 CPM, that's at least $75,000 per month. You should be able to hit that, even on forums.

Forums get returning visitors. returning visitors know where the ads are and tend to ignore them.

One effective way to get around that is to have several different page formats that are randomly displayed. Alternate where the ad is and where the navigation is. A good selection of relevant, quality ads will also help. If half of the ads are "vibrating congratulations, you're the 1,234,567th visitor!" ones, people ignore them. If they're relevant, interesting, and varied, people will pay attention.

iblaine




msg:527290
 7:33 pm on Feb 16, 2005 (gmt 0)

Two things. First off, you are looking at ad networks for their ability to manage your ads. That limits you to that ad networks inventory and ability to optimize for the best ad. With so much traffic I'm not sure if you want to give up control of your ads. Look into buliding your own ability to manage ads such that you can use multiple ad networks and pick the best ads yourself - a look at major forums on the net show most already have their own in house ad 'optimization'. Secondly, the Free iPod type ads work well for sites with a high volume of traffic, a need to outsource ad management, and an inability to accurately target consumers. Don't overlook something like Fastclick and the free ipod, take a survey, home loan ads.

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