Most of the sites we have are created with the purpose of offering good information (since not all of us are interested only in money making spammy sub quality sites) and in time advertising revenue. Working on a good site is a demanding task and we need to make sure that in time we are able to sustain this effort and why not get a return of that investment (money and work at the same time).

We all know about the big “money making” systems: Google Adsense, Yahoo Publisher, Text Link Ads, Linkworth, AdBrite etc. They are excellent for us to start earning revenue and before anything realizing OUR SITES CAN SELL ADVERTISING.

I think it’s at first a mental thing: we work on our sites and lack realizing that they can indeed make money. The traffic and PR can justify the investment in advertising and most important THERE ARE PEOPLE who’d buy such ad placement plans.

After we work as much as we can with such advertising companies it becomes more clear that we can sell advertising on ourselves. It’s not that difficult in the end. Let’s see then how can we start and how can we manage this:

1. CREATE THE NEED.

This is what I like to call it. How do we ‘create’ this need for advertising on our project. It’s very simple: we place some banners, links to let our visitors we do sell advertising. Example: I have had sites for 6 years now. Never was too interested in ad revenue, so I’d stick with the low Adsense payment and maybe some other such systems … till now.

One day I thought: “let’s put a banner 125×125 pixels - this is the advertising I want to sell for instance - in the place I am willing to sell this space”. I have mentioned there the price and the banner size. In 2 days I sold 4 advertising slots. Just like this.

It took me 3 minutes to make that banner and place the code in the page. In just hours I was contacted by 4 advertisers who purchased the plans immediatelly.

Why would we need to “mention” this? Cannot the advertisers know we are willing to sell ad space? Well, maybe not:

• they don’t know you want to offer advertising: some webmasters are not yet willing to monetize the site. If you want your visitors to know you do sell ads, then let them know.
• they don’t know the price. Some thing you’d ask an arm and a leg for this and don’t dare ask the price. Well, you do offer the information right there and it’s easier for them to chose or not your offer
• they are maybe lazy: of course I can contact you and ask about the plans. But maybe I’d go to another site, that offers this information in a more explicit way and then I can find out all I need in 2 seconds. Some of us might not have too much time.
• by placing the link/banner there, they can also see how it looks in the page. It’s easier to know how the ad will show than use their own imagination. Some people lack imagination.

By having a media kit on the site (visible), by placing the links/banners in the page or annoucing this on the site, you can let know the others that you have ad placement plans and they are free to buy. You have created the need now, you’d be amazed to see how many people actually have that need.

2. Don’t stay on the site only, announce, annonce, announce!

Your site is not fully prepared for the advertising campaigns. We need now to let other people know about this. Start posting in webmaster forums about this and advertise your services. More people will come to see the site, the possible ad placement and of course buy from you.

3. Prepare some nice prices and be ready to increase in time.

I know you think your link is worth 100 USD/month. It might also be the case. Still, you won’t get this much on the first time. Start with a smaller price, to attract people to advertise. Study then the results and see how pleased the client is. Attract them with some nice low prices so that you again create their need to advertise in your site. As the site grows and the traffic increases, prepare to increase the price too. And yes, in some months you’d reach your full potential, because the links are good, the traffic you send it also good and the advertisers are willing to pay more because they are also getting some excellent results.

4 . Prepare discounts, but still don’t sell way under your price.

I know I already told you to not start with huge prices and think about some discounts (6 months of advertising: 5 paid, 1 free etc.) There is a difference between this and going way under this. Another example: after I sold the advertising slots I have mentioned before, I was approached by another advertiser who’d offer me HALF my price for 12 months of advertising. I do admit I was infuriated, especially since we was sent by someone who just purchased ads at the normal price and was happy.

I did have a VERY SMALL price already, he tried to trick me into selling it for almost nothing. No, I didn’t accept this. The slot was filled soon by another one. Don’t sell too cheap and don’t let advertisers get away with such schemes. Even if you do prepare a small price and also a nice discount, there’s always someone who’d like to push the luck some more.

5. Long campaigns are not what they seem.

Of course you’d be thrilled to hear me tell you “OK, I’d like to purchase advertising for 24 months at this price”. Yeah, it’s nice selling the banner for 2 years and the money is good. That’s what you think!

Let’s think like this:

• you sell me a banner for 10 usd/month (it’s an example, you know the banner is worth 30 USD, but you want to attract those first investors and are selling under price).
• I come and ask for the banner to be placed on a 2 years time. You make 240 USD just like that.
• in 2-3 months though you are already filling the ad spots (advertising space is LIMITED though and we don’t want a site to look like the Christmas tree). Now you easily get 30 USD/month and still you are showing my ad and lose a banner spot
• in 1 year you can sell a banner for even more .. and still …

Even if the 240 USD seem like a great sum (I doubt it’s such a huge revenue, but ..) you are blocking a 30-70 USD spot for instance for 10 USD. This can also be done, with the specification that from time to time you RENEGOCIATE the price. Sure, for such a long time advertiser you’d always get a lower price (60 USD/month instead of 70-80 for instance), but still you wouldn’t give that ad space for almost free.

It’s indeed important to see how badly you need the money. If you do have some problems, then you’d get the 240 USD and say “thank you”. Still, if you can be a bit “tough”, then you’d get more money from your work.

A pleased advertiser will be willing to have a long contract with you, but still you’d be able to make the most of the partnership. A good site will attract: THEY WANT those spots, so get to selling them

Filed under: Web business by ramona