Purchasing Banner Ads - What Questions Should Be Asked?

Hooked on PPC - Not sure if this is worth it.

[martinibuster]

Thinking of dropping $4-5k on banner advertising. Site traffic is around 70k highly targetted industry demographic. The demographics are perfect.

But before I walk into this deal, what are the important questions I should be asking?

[figment88]

I think the first question you should ask is if you can run a smaller initial pilot.

Many sites will let you come in for a few hundred bucks with the understanding that that a few thousand will follow if everything works out ok.

[hobbnet]

Try to get a 24 hour out clause (or less). This gives you the ability to get out quick if the campaign crashes and burns.

[rcjordan]

A lot depends on their rate card, MB. Is this a no-brainer at .04 CPC or something like $1.50? Also, are they independent publishers or is this a more commercial site, i.e., how sophisticated are they at selling ads?

For a $4k budget, I'd suggest offering a 2-phase buy, asking for a block of X impressions or clicks and then XXX if your conversions are there. I know that as an independent publisher I don't mind discussing the ins-and-outs of my traffic with an advertiser if I think we're a match.

>The demographics are perfect

You also might consider what portion of this campaign you are willing to charge off as branding.

[Shak]

frequency cap?

max number of times a visitor sees your banner.

if they have no other inventory, you could get screwed by banner out very quickly.

just something to think about...

Shak