Of course, putting ads on your website and selling them are two completely different tasks but in the best possible scenario, will go hand in hand. One thing you have to look at when placing ads on your site is what the website is designed to do what you want it to achieve for you in terms of revenue and long-term business requirements.
If you have a good platform then you can earn money from ads on your site – whether you can sell them is another thing altogether. The fact is that nowadays anyone can build a website and then place loads of network ads on them to generate some revenue. If you have done this, you’ll know that you need to build loads of pages with great content, with a good mixture of unique material so the search engines can find and index them easily.
You can then place some code on your site and third party network companies will serve the ads and you will get a cut of the revenue from each click. This is the easy option and anyone can do it. However, if you want to make more money you have to do the work that the network ad sites have already done – you need to find the advertisers that are willing to pay directly.
So how do you do this. Well, you have to take a good long look at what kind of audience your site caters for and then go all out to get those companies to advertise. If you can match their potential buyers to your visitors then you have a strong case. However, it is my independent view that in the age of web 2.0, you also need to come up with new ideas and formats that will be attractive to them. Don’t just place loads of banners and text ads on your pages and come up with run of the mill packages.
Make sure you include video, audio, podcasts, sponsorships, webinar sections etc. You can even sell specific and targeted ads on your blog or forum and make sure you can give them data on your visitors. Why not run a survey on your site. There are a few companies out there which offer free surveys in return for a link. One great resource is Survery Monkey and it is free to join.
You can then add a survery to your site and ask visitors to answer very specific questions about what they do and what they want to see. You can then pass this info on to your potential advertisers. Giving your advertisers something they can monitor and track is also very important. In a lot of cases, the advertisers will need to justify their spend to other people and the easier you make this for them the better it will be for you.
If you have the time and resources, why not run a free trial for the big potential advertisers and then track the results. You can then send them a report each month over a three month period and send them the survey results and media pack too!
If advertisers can see that you are putting the work in a lot of them will reward you with an order. Of course, you need to impress them with basic figures first and this takes time to research and prepare good documents. Make sure you have good quality info to back up your claims and you have the start of a good advertising sales business plan.
You’ll find loads of other news items on this site in the news section. Why not sign up for your free advertising sales report and even register your interest in the new ARC system for webmasters.