I run a site about a popular music band, and the company that wants to buy ad space on my site sells merchandise about the band.
I actually sold ad space to them about 6 months ago - and last time just came up with a number off the top of my head of what I thought seemed like a fair price.
Everything went really smoothly - they paid up front & in full with PayPal, and their ad campaign was run as we agreed.
It was easy money on my part - and their campaign must have been worthwhile to them, because they are now back and asking to buy ad-space again.
Only difference this time around is, they are asking for way more information, and numerous different specific quotes for what it would cost to run another ad campaign.
I really don't know what I should charge and I have no idea if I overcharged or undercharged last time.
I just want to come up with a fair price, and be able to tell them the reasons for how I came up with the number.
What are the factors?
I imagine of course that #1 is probably pageviews and/or unique visitors.
What are the going rates these days?
One quote they've asked me to give them (they asked for multiple scenarios, site placements, etc.) is how much it would cost for a sitewide, top placement banner ad, for 30 days.
Looking at my last month's stats, I had roughly 20,000 pageviews and 10,000 unique visitors on this 1 website alone. (They may buy space on all my sites which would be more visitors then that, but lets just use this 1 site and scenario as an example)
Can a quote be determined with that information alone? Or at least a close enough ballpark figure of what that ad-space is generally worth, and what a fair price is for both of us?
If not, what are the other key factors I should use to come up with a quote?
I have Google Analytics with millions of other stats I can pull if that's necessary to help come up with a quote to give them. I'm sure there are probably more factors in determining a quote besides pageviews, how many days the ad would run, and where on the site it would be placed.
What would you quote? Can anyone help point me in the right direction?
Not looking to be greedy and over-charge them, but also don't want to short-change myself.
Just need help coming up with a fair price, and the reasoning for the quote given in the end.