What should I charge for publishing ads on my site?

Is there a "standard rate" for CPM campaigns?

[rpendry]

Hi all

I run a popular UK-based casual (Flash) gaming website. Until now my ad inventory has been provided by a variety of ad houses. However I'm increasingly being approached by individual companies wishing to advertise (banners and skys) on my site.

My question is, how can I know what is a reasonable CPM rate to charge? Is there an industry standard, or does it vary hugely?

If discussing prices/rates like this on an open forum is inappropriate then please feel free to PM me instead.

Also what are teh pitfalls of running campaigns for individual clients/companies that I should be aware of? Do I charge in advance or only on completion of the campaign?

Any input or advice would be much appreciated.

Many thanks

Rich

[ronin]

This is my take on CPM rates to charge, others may differ:

<$1 : Below average rates / Poor quality run of network
$1 - $5 : Average rates / Better quality run of network
$5 - $10 : High average rates / Reasonably well targeted creatives
$10 - $20 : Above average rates / Well targeted to Extremely well targeted creatives

[jeep98]

I'd recommend checking what other sites in your industry are charging. Many companies will list rates on their web site or send them to you via email. You can also look up some keywords for your industry to see how much the PPC programs cost....this will give you an idea of what the market is like in your industry.

Once you get a ballpark figure, you can then see what your customers will bear. If you sell out immediately, your prices may be a bit low. If you get zero takers, prices are probably too high. If you try to rake them over the coals you won't get too many repeat advertisers.

Good luck.

[rpendry]

Thanks very much for the reponses guys.

A couple of further questions though:

* Would clients expect to have a tracking mechanism of some kind?

* What other information should we provide? We have some basic demographics available from a survey we undertook recently - Would clients expect to see this kind of thing?

* Ronin - when you say "well-targetted", can you explain a little further? Do you mean campaigns that are well-suited to our visitors? Or well-targetted geographically? (we are able to geo-target accurately)

Thanks in advance
Rich

[ronin]

By "well-targeted" I meant that there is a good click-through rate from your visitors, because the adverts appeal to them.

[watchthis]

If you have a good site thats niche and has good traffic thats targetted, its very feasible to get $30 CPM. Im sure thats what everyone here is trying to aspire to.