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Steps for doing self advertising

advertising steps for self promoted site

     
8:27 pm on Jan 8, 2003 (gmt 0)

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My web site gets about 100,000 whole page views per month and 30,000 unique visitors. Rather then using a third party company to sell clicks to. I would like to sell the clicks myself. I already have (what I think is) everything I need to sell the clicks myself...

A banner ad rotating system that counts impressions and stores them in a web viewable database.
A secure form with a cc proccessor to accept credit card payments.
Organized results of poll questions from my site.
And I'm designing a media kit now.

Besides finding the advertisers, what else am I missing to sell CPM's on my own?

8:39 pm on Jan 8, 2003 (gmt 0)

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>missing

Nothing, that's the primary infrastructure. But I've found that a couple of detailed "sales scenario" pages where I walk them through examples of the reports and cite examples relevant to their industry (I cover 2 primary markets) helps.

8:39 pm on Jan 8, 2003 (gmt 0)

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You should also be able to track clicks.
Does not mean you would have to accept CPC deals, but you would be able to judge how your ad space performs for different kinds of advertisers. That should help you set future prices.

Also, get as much demographic info about your traffic as you can. Advertisers need that.

<added>Also, figure out your exit pages. Those might be the biggest money-makers if you ever switch to CPC.</added>

9:00 pm on Jan 8, 2003 (gmt 0)

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Thanks for the tips but what do my exit pages have to do with makeing more money? And does anyone know where I can get a price list of what I can charge per CPM? I've been looking around at a couple sites and some sites charge as much as $35/CPM and others about $15/CPM. Is there an offical list on the net that states what types of sites are worth what types of cpms?
9:12 pm on Jan 8, 2003 (gmt 0)

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>Is there an offical list on the net that states what types of sites are worth what types of cpms?

None that I know of.

>some sites charge as much as $35/CPM and others about $15/CPM.

Rate cards, even in the offline world, are bogus. Expect steeeeeep discounts in the range of 50% or more to derive "the going rate."

I get $8 - $15 CPM on mine (depends on the level of targeting). IMO, you're likely to find many independents selling in the $3 - $8 range.

9:12 pm on Jan 8, 2003 (gmt 0)

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hi,

i think this question is relevant to this thread. how do you exclude non-human traffic from your impression and click-thru stats? do your advertisers trust you to exclude them or do you provide them with some sort of i.p. analysis? i get a heck of a lot of non-human traffic.
i hope you don't have to use java script to overcome this. (i don't like JS)

9:18 pm on Jan 8, 2003 (gmt 0)

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>do your advertisers trust you to exclude them or do you provide them with some sort of i.p. analysis?

Nope, if they're buying impressions it's a raw number, bots and all. Some understand the dynamics, some don't. Most of my clients, since they tend to want to be long-term, want some sort of flatrate or minimum clicks guarantee.

9:25 pm on Jan 8, 2003 (gmt 0)

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Thanks for the help. One last question...Where do I go to get advertisers? Is there some list out there on the net? I already found a couple but they where only for medical sites and stuff like that. Just an fyi. The site I'm looking to sell advertising on is an african american author site. Judging from the 4000+ poll question results I gathered and the news letter demographics, I have all kinds of financial, demographic and historical info about my traffic to give to advertisers.
10:16 pm on Jan 8, 2003 (gmt 0)

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i was going to sell ads on my site for $1cpm for 120x120banners

it is a very niche site...do you think i should ask more?

the most a click would spend would be 3-30 dollars i am guessing.

11:11 am on Jan 9, 2003 (gmt 0)

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but what do my exit pages have to do with makeing more money?

In some situations, exit pages have much higher click-through. Basically, people are done reading your content - now they are more likely to see the ad.
2:32 pm on Jan 9, 2003 (gmt 0)

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Mike, finding advertisers isn't always easy. (I'm speaking from experience!) Here are a few thoughts:

1) Let advertisers find you by putting links for advertising info on your site.

2) Check any other websites, print publications, etc., in your field - they might give you some good leads.

3) Once you identify some advertisers, look at their competitors as possible advertisers, too.

4) This is pretty obvious, but a site like yours sounds like a natural for an Amazon or B&N affiliate relationship. I assume you are doing this already.

Happy hunting.

4:31 pm on Jan 9, 2003 (gmt 0)

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Yeah I do have an amazon and bn affiliate account to sell the books through but the sales suck...0 sales since the sites been up last year. Thats why I'm turning to advertising rev.
4:53 pm on Jan 9, 2003 (gmt 0)

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>sales suck...0 sales<
try a site search here at WW for conversion rate. you will find a lot of useful information here in the advertising & affiliate programs forum. Amazon related topics have been discussed here very recently.
7:48 pm on Jan 10, 2003 (gmt 0)

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Why sell per click? I would think it very difficult to get advertisers at the moment. If you go for affiliate links, you can position the products in the right pages, and who knows, make more money :)

(well more than at present, if you have no advertisers!)

8:50 pm on Jan 10, 2003 (gmt 0)

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Mike, if your sales are zero, improving on your current revenue shouldn't be too difficult. :)

A site about African American authors is bound to attract people who read about an author or a book and want to buy a copy. If your sales are zero, you need to revamp your approach. Check your Amazon traffic reports for starters and see how many clicks you are getting and what kind of links they are coming from, and which items they are clicking on (assuming you link to individual books).

I'd recommend checking some of their web services-based offerings. One nifty link type is a "Buy at Amazon" button you can put next to the item on your page. It will pop open a little "add to cart" window showing the book's price. This will have a higher conversion rate than a normal link.

You are ideally positioned with your book-oriented topic and good traffic level - I really think a little work on your offerings will net you more than a rock-bottom CPM or CPC deal.