How much is a page worth?

Selling your ad space alongside Google

[m0thman]

Like many people probably do, as things begin to grow the advertisers begin to approach you directly to place ads on your pages. The question is - how much to charge them?

I publish my pages with a couple of AdSense ads, nothing obtrusive, just a couple of ads in sensible places. Now I can track how much some pages make so I know their value and it's often quite surprising that high traffic pages aren't always the top payers. But obviously I can't track every page so I have to guess based on the traffic the page gets. Not a reliable way to do things.

Has anyone got any ideas or experience in this area? I would be unfortunate to sell ad space too cheap on a page that makes money and effectively shoot myself in the foot!

[dibbern2]

Will you contunue to display AS along with private adverts? Or will you remove AS, and give your advertiser an exclusive for the designated page?

These are factors I would include in my thinking about pricing.

[topnewsindia]

I usually charge depending on the situation. But at the same time, the ads we take on our website are usually placed in sidebar. So, its not having anything to do with Adsense (placed in content section)

[m0thman]

I leave the AdSense on the page, there's only a couple of discreet AdSense and at the moment I'm only charging a few quid a month to host an ad. Obviously some pages are worth more some less. It's just so frustrating not knowing. I suppose I could use my URL channels for a couple of weeks, then rotate them on to the next lot etc. so I can get an idea. I just wish you could track the earnings per page and have it integrated into Analytics - now that would be REALLY helpful.. probably too helpful as far as G is concerned.

[farmboy]

Has anyone got any ideas or experience in this area? I would be unfortunate to sell ad space too cheap on a page that makes money and effectively shoot myself in the foot!

Let the advertisers tell you (bid) what they are willing to pay for the space.

FarmBoy

[Edge]

CPM models vary from a couple to well over 20 USD per thousand. This depends on the demand for the web space that you have, ad location and size. Most direct advertisers want the premium, above the fold, front and center ads - like your home page. Research the CPM rates in your webspace by RFQing your competitor, as well as the big boys (double click, tribal fusion, etc.).

I would submit a quote with details and estimated performance to your customer - do it professional.

I don't think it is a good ideal to ask your potential customer to make an offer..

[edited by: Edge at 4:01 pm (utc) on Aug. 10, 2008]

[BillyS]

Calculate what you earn from Adsense on a similar size ad each month. That's how I do it. Even though we publish a rate card I get approached a several times each week from someone looking to buy space.

Most of the time the request is for a text link, which I will gladly sell as long as I have a no-follow...

[m0thman]

Some excellent suggestions here. Yes BillyS I have been asked about text links, they're our most popular and I use a no-follow on them as well as per Google guidelines. I'll try the URL tracking for bunches of URL's over a period.

Thing is I know there's one or two pages that only get less than a dozen page views a day, but whenever someone hits an ad there it generates $1 to $2 - over a month that actually adds up. I've seen that page make $30 in a month... just one page.

[MsHuggys]

If you have used your channels wisely, you should know exactly what to charge. My main page, 300x250 ad block space is worth $250 a month in Adsense earnings, on average. If I offer it in-house, that is what I charge.

I have three ad blocks on every page (other than the main page that has only the one ad slot on it) that I offer in-house. Since historically, those blocks each bring in $100 a month via Adsense, that is what I charge for a site-wide banner ad in either of those three slots. I generally have no problem keeping them sold out.

My top performing block on the pages, I do not offer in-house. They are channeled by topic, not site-wide. The range of earnings on it can be spectacular in peak season for some topics. So, I only run Adsense on it, and it is in the #1 hot spot, though not as high on the page as my in-house banners. Still, overall my ctr on it is double digit. So, my in-house advertisers get high placement and exposure for their $100 a month. If one cancels, I put the Adsense back in those three slots. But, cancellations are rare.

This permits me to diversify my revenue, and uses the space on the page to the best advantage for both my in-house advertisers and those who have targeted my site through Adsense as well.

Unlike many publishers, I promote advertising on my site via Adsense, along side my in-house offerings on my 'Advertise' page. It gives them the most amount of options, and I can explain how they can target my site and specific topic pages through Adsense.

Since Adsense is cpc/cpm, and my in-house are flat rate, they do not compete head to head. There is something for everyone. Some of those who advertise directly with me also Advertise through Adsense targeting my site. They like to cover their bases too.

[incrediBILL]

Look at what your competition is selling for, AdBrite is a good place to find rates, and undersell your ad space slightly lower to fill it up.

Your AdSense may go up and down, but direct advertisers are easier to count on for a more stable income, especially if you provide the maximum value per ad dollar which is why I keep my rates very affordable.

Another cute trick is a run of site ad channel for all the low traffic pages to squeeze out every last bit of ad dollars on your site.