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Offering Banner Advertising on my Site

Need Advice :)

     
7:20 pm on Oct 26, 2006 (gmt 0)

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I currently run a website and I am starting to offer banner advertising to companies who share the same topic as my site.

I was curious how I can go about finding companies to advertise on my site. Do any of you have suggestions?

Some of the questions I have are:
How do I find people to advertise?
How do I convince them that my site is the place to advertise?
What information will they want to know?
What is a good price? (Not much competition to go by)
What kind of reports should I setup?
If I have rotating header banners (468x60), what is the top number I should have rotating? (I figure 3)

Thank you in advance for your help! If you need any clarification on these questions, please let me know :)

5:18 am on Oct 27, 2006 (gmt 0)

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Generally you do not approach advertisers - they approach you. If your site is not getting traffic yet, then you have little to offer. If your site was getting enough traffic to be able to send something significant to an advertiser, then you wouldn't need to approach them. All you would need to do is put a little "Advertise Here" link on your homepage, and advertisers would contact you about your rates, average click-through rates, etc.

So one thing at a time: first work on building your traffic, link building and quality content.

If you're dying to have some ads run on your site, you can get your feet wet by using Google Adsense or Adbrite, or maybe look for affiliate banners you can put on your site. Sign up with one of the affiliate websites (CJ, clixgalore, etc) and there will be many banners to choose from (these often pay a commission on products sold).

hope that helps,
Phil

12:54 pm on Oct 27, 2006 (gmt 0)

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Thanks Phil that does help :)

I should have added in the post that I have been using AdSense on the site for 2 years now and that I get over 15k unqiue visitors a month. I currently offer advertising for $150/month to $100/month.

I have to admit, my media kit isn't the greatest. It is mostly text explaining my stats but maybe I should put some graphs or something. What do you usually want to highlight in your media kit / advertising page?

11:44 pm on Oct 30, 2006 (gmt 0)

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wfernley, I'm pretty much struggling with the same issue.

My site gets between 150,000 and 200,000 visitors a month. Of these, 40% are repeat visitors. The average number of page views per visitor is roughly five, and the average amount of time spent on the site is a bit over four minutes.

I currently have one banner advertiser on the site, and that advertiser is only on 17 pages of the more than 1,600 pages I have on the site. I should note that these pages feature that advertiser's product. Also, those pages are not the most-often visited on the site.

Last year, the advertiser offered me $600 for banner ads on those pages for all of 2006. I agreed to that price, as it worked out to roughly 11 cents per click. Not the best deal, but not the worst.

This year the advertiser wants to be on 85 of my 1600+ pages, and is offering to pay $2400 for all of 2007. I still consider that to be a fair price.

I've run banner ads for other advertisers on the remaining pages, but the CTR wasn't anywhere near what the above-mentioned advertiser is getting. Even though his pages aren't visited often, his banner ads have a CTR of nearly 5%. And his marketing firm is telling me that the conversion rates from my site are better than those from other sites they advertise on.

Right now I'm at the point where I'm considering selling my own product(s) using banner ads on the site, as it seems like the only way to really monetize the traffic I'm getting.

11:49 pm on Oct 30, 2006 (gmt 0)

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Thanks for your reply!

I have to say my click through rates are not as high as yours, however, one of the advertisers on my website has their 1-800 number on there and it does get customers. I think it mainly depends on the ad and how it attracts clicks. The ads I place on my site are on every page and still its a fairly low CTR.

Where do you display your ads? Ontop of each page or do you put them within content of your site?

4:02 am on Oct 31, 2006 (gmt 0)

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wfernley, the 5% click-through-rate is for the one client I mentioned. The reason that advertiser gets such a high CTR is that his ads only appear on pages that feature his products.

IOW, the people who click on his banner ads are people who are already interested in his brand of product.

On top of that, his banner ads promote a "click here for a free catalog" offer.

I've experimented with running his ads all across my site, and the CTR rate drops to almost nothing.

I've tried running banner ads for a magazine that caters to the people who are interested in my site's topics. The magazine is one of the best-known in the US for this particular sport.

The CTR was .03%.

I also tried running banner ads for a retailer who sells these sporting goods at bargain prices. It was an affiliate program, and I was supposed to get a percentage of the profit. Well, $65 a month for a run-of-the-site banner ad is not satisfactory. Not when I have 150K+ visitors and nearly one million page views per month.

The reason that my current successful banner advertiser is doing so well is that he's advertising on pages that feature his products, and that the people who visit those pages are particularly interested in his products, and he's offering a free catalog.

I have on my site some 1000+ pages from other manufacturers of the same type of sporting goods. All of these manufacturers have better brand recognition and much higher sales than the manufacturer I've been mentioning.

They also have online stores that sell accessories, such as hats, t-shirts, jackets, etc that have their logo on them. They also sell parts and performance-enhancing products. These products sell very well in retail stores.

I've approached a few of the marketing people at these companies, and have offered them all sorts of trial runs, with banner ads that direct visitors to their clothing/accessory sites.

But they shut me down every time by saying that they're really not all that interested in the performance of their online stores.

They're either just trying to get me off the phone, or they're stupid enough to spend money on online stores that are not focused on generating sales.

The owner of my current banner advertising company is very astute. He owns one of the smallest companies in his niche, but he spends a far greater amount on catalogs, etc than do most of his competitors.

If I could get just a handful of like-minded advertisers, life would be good.

11:44 am on Oct 31, 2006 (gmt 0)

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Well over time I'm sure you will get that handful of advertisers. They are out there and I'm sure when they come across your website they will see the potential in it :)

I am in the same boat. I am waiting for those advertisers. I have had two advertise already and one has not contacted me back about renewal. The other is away so I will see what happens when he gets back.

I would like to increase CTR as much as I can. At the same time, I don't want those ads taking up room that gives me income from AdSense.

9:33 pm on Oct 31, 2006 (gmt 0)

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wfernley, do you do well with Adsense? The reason I ask is that maybe you could increase Adsense revenues, rather than searching for banner advertisers.

Unfortunately, I can't run Adsense on my site since the retail stores that advertise on my site sell a prohibited product (guns).

The best banner ads are those that offer something for free. Unfortunately, those kind of advertisers are especially difficult to find.

1:51 am on Nov 1, 2006 (gmt 0)

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YEah I do well with AdSense, however, it isn't the greatest. I get about 0.30 CPC and about a 1.18% CTR. The earnings are great but not great enough to make it a full time job for me. I guess I shouldn't be greedy but just be happy with what I have :)

I would like to also get some banner advertisers as it increases monthly income :)

I would also like to increase my AdSense revenue but I don't know what else I can do to increase earnings.

hunderdown

5:27 pm on Nov 2, 2006 (gmt 0)

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That's a pretty low CTR for AdSense. Did you check out the "heat map" on the AdSense site? Did you "blend" your ads by using your site's palette?

On my site, I get about three times your CTR, and I don't exactly shove the ads in people's faces. If I did I could get it higher, but I try to balance the look of the site against the earnings....

7:48 pm on Nov 2, 2006 (gmt 0)

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Yeah I have tried to use the heat map and I have blended the color with my website color.

On every page I have the AdSense code on the right hand side. I have also placed ads inside product descriptions.

I know the right side isn't the best but it will have to do as my website was not designed for AdSense.

I do run a forums which I'm sure lowers my CTR. I recently placed AdSense ads above and below the first post. If you like, PM me and I will give you the URL for my site. I'm always looking for more suggestions on improving my CTR. :)

5:33 am on Nov 19, 2006 (gmt 0)

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Hi I have read all the above questions and answers. I just started a website, and I am wondering how many hits I need to get to get advertisers? I'm really not at the point at which I need to make a ton of money off this, I would just like my hosting fees covered at least.

Can anyone point me in the right direction? I also need information on cost, types of advertising ect.....

my website is at <edited>

I just started it last week, but I no and have nothing to gauge on wether I am getting poor, average, or good amount of hits. If someone knows anything about this market, or can steer me to the answer, I would really appreciate it, Untill then I am tangled in the web., Thanks,

Valerie

<Sorry, no personal sites.
See Terms of Service [webmasterworld.com]>

[edited by: tedster at 4:41 am (utc) on Nov. 23, 2006]

 

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