As a website owner, you understand that advertisers help to offset your operation costs and bring in an additional source of revenue. These companies purchase the ad space that you have available, with the hopes of connecting with your current audience. When your pricing is competitive and you have a great reach, your advertisers will find that working with you is cost effective.
Original Content is Essential
If you are truly interested in selling ad space on your website, you need to deliver a product that people want. This means filling your website with original content that posts regularly. This should be done in regular intervals and give your audience high quality information that is relevant and promotes regular interaction.
Justify Your Pricing
As a publisher, you should always be aware of the audience that is coming to your website. This information is important to those who decide to keep buying your ad space and your pricing should reflect the constantly changing amount and quality of website traffic. For example, if you have a slow traffic month, you might not be able to book all ad campaigns as in a peak month. Also be prepared to let the advertiser look at an overview of the number of people that visit your website and even their geographical location. This encourages them to maintain their accounts and to fully understand how they should adjust their marketing efforts to maximize the potential that is on your website.
When someone has been advertising with you for some time, it will be important that they are rewarded for choosing to continue their partnership with you. Since there are hundreds of other websites like yours to advertise with, you need to give them a reason to stay. This can be as simple as agreeing to a three month contract. The first month may be at full price with the second month at a 5% discount and the third month at a 10% discount. This not only provides an incentive to continue to use the advertising space, but it builds a partnership that could have them working with you on other advertising campaigns later on.
When you are looking at selling ad space, you need to understand that those who return to you should have top priority. As months roll around, you need to be willing to give higher priority to those who are coming back, over someone else who may have a single campaign. While you might make more off the pricing from the new customer in the short term, the established customer will continue to have a need for your website and it will be important as the website owner to ensure that the long term customer’s needs are being met.
Equal Advertising Rates for All
Any company running a promotion on your website should be offered the same pricing and discount plans available. The reason is that if an established set of advertisers are both on your website for the same amount of time, there is a chance they discuss rates with each other. It is generally good business to maintain a consistent pricing strategy and any discounts offered are available to all accounts, unless there is a reason for special pricing.
Monitor the Advertising
Any client who purchases advertising from you will be watching the click-through rate and ad impressions. It is important that you introduce your visitors and frequent users to these sponsors who are helping you to offset your costs. This adds to a personal connection and an appreciation of the advertising company. Ultimately, it helps you build relationship and extend the ad campaign to future months.
Keeping your current advertisers may seem tricky at first. But what you are going to find is that with a little effort on your part and the above tips, you can keep them coming back and interested in the services you have to offer.
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