“Want to learn how to sell advertising on your blog or website to make money online?” Selling advertising is a great way to make money, but convincing businesses to spend their ad dollars on your blog or website can be tricky.
In fact, there is little point in setting up a comprehensive ad management program until you have something of value to offer advertisers.
Advertisers want to know that placing an ad on your site will expose their marketing message to lots of the right people. They need to know who visits your site, how engaged they are, what information they are after, how many there are, and plenty more.
Until your blog or website reaches a certain traffic threshold, or level of visibility, authority and credibility, it is best to focus on growing your traffic and value offering. Use Google ads by Adsense to generate income in the meantime.
This article will show you some great ideas for implementing your own advertising, how to deal with potential advertising clients, how to make attractive advertising packages, how to offer great value, and above all, how to make good money.
How to attract your first advertising clients
This is actually a really tricky problem. I want to advise you to be pro-active, but soliciting advertising is a largely time-consuming and fruitless endeavor if you don’t have a sufficiently attractive offering.
Time wasted trying to find advertisers could better be spent creating great content to attract more traffic.
The more traffic and visibility you have, the more likely you are to attract advertising dollars.
My advice is to create an “advertise with us” page that highlights your ad offering and makes it easy for interested parties to get in touch with you to get the ball rolling.
Focus on building traffic and recognition initially. Remember that you can still earn advertising revenue from Google ads while you are building traffic volumes. Once you feel you have something to offer (i.e. tens of thousands of hits per month), feel free to test the waters.
However, at a certain point, it is likely that your first advertising clients will approach you because of the trust, credibility and authority you have built by generating plenty of high quality content.
Creative advertising ideas
Selling advertising is not a discipline that is set in stone – you can get creative about what you offer.
For example, SEO Entrepreneur offers content sponsorship, instead of standard advertising. Content sponsorship differs significantly from advertising in the following areas:
- Sponsorship ads are embedded within the content
- Sponsorship links are follow links, passing SEO juice
- One sponsorship link per post
In other words, advertisers can find a page that is directly relevant to their business (most likely they discovered it at the top of Google search), and claim it as their own. Like this:
This content brought to you by SEO Entrepreneur
“Tips, ideas advice to help you start a business, get Web traffic make money online!”
You might decide on a different way to offer advertising exposure on your site. Or, offer many different ways to suit a range of different needs and budgets.
Offer great advertising value
The most important thing about operating a successful Web advertising business is to offer great value. Be generous with your offering, and make sure the client knows about it!
Be honest with clients about your value offering. If you feel they are making a mistake, or not going to get the best from their choices, tell them.
Here is an excerpt from an email I sent to an advertising client recently, highlighting stats and advice about their ad prospects on SEO Entrepreneur:
Ok, I’ve looked over those URLs, and together they will generate (at the current rate of traffic) around:
2000 ad views per month
There are plenty of higher traffic pages than the ones you have selected (for example, /home-based-business/top-10-best-home-based-business-ideas-make-money-online-2012 generates around 15 000 views per month, alone).
So, depending on your budget and what highly relevant content we can find, we can get to a monthly pageview number that suits you.
1) A standard 336 x 280px block ad (nofollow) above the fold in the right sidebar
2) An inline sponsor, framed text link (i.e. “This great content sponsored by XXXX”)
The sponsor link is a follow link that passes authority, so you derive substantial SEO benefits from this. As opposed to a standard ad, which offers no benefit other than exposure and click thrus.
Our readership is highly engaged. We have a bounce rate of around 55%. Traffic has doubled consistently every quarter (actually, growth has been quicker in recent months).
Both ad types are charged at a rate of 4c per view. So, for example, the URLs you requested would cost:
2000 x 0.04 = $80 per month
I always assume the risk of growth, so traffic levels are taken at the time of purchase – meaning the longer you purchase ads for, the more benefit you get because the traffic doubles periodically.
The takeaway from this is that I am making their options very clear and demonstrating how they benefit from the advertising quote and packages I offer.
In particular the final point about quoting at current levels of traffic is a great way to demonstrate good faith. I know that traffic volumes double roughly every quarter, but if an advertiser wants to buy 3 months worth of sponsorship, then they get the benefit of the increased traffic volumes.
I’m showing them that I’m not counting pennies when it comes to measuring out the value they receive.
Offer strategic ad advice
Advertisers also appreciate help and advice. It’s not easy advertising with new people on new platforms, and there is constant pressure to make the right choices.
Make it a point to work with potential clients to get them to a place where they are satisfied that they are making the right decision.
For example, in addition to the information provided in the previous section, I also offered some strategic advice to help the advertiser make an informed decision about which type of advertising to go for:
For my money, I would go with the inline sponsorship ad. Although this appears lower down in the page (remember we have a fairly low bounce rate), our inline ads perform better than banner ads.
People have become good at filtering out ads. Whereas a sponsorship message in the content, gives the reader a sense that “you” are responsible for providing this information.
In addition, you derive great SEO benefits from the inline sponsorship link because it is a “follow” link.
I hope that helps. Please revert back with any queries, and let me know if you want to raise or lower your monthly ad spend, and what type of content we should consider if we need to look at more.
The advertiser now has all the information they need to make a decision, plus some insider knowledge, advice and experience.
- In order to get to this stage, you first need to build a value offering by creating great content and driving decent traffic volumes
- Be creative about the advertising packages and the value you offer
- Get advertisers excited about the benefits of advertising with you
- Work with advertisers to help them make the right decisions
- Making money online from advertisers is about building a partnership in which both parties benefit
Are you a blogger or webmaster looking to start advertising? What, if anything, are you worried about when it comes to selling ads directly? Have you already sold advertising successfully? Share your advertising tips and experiences in the comments, or join me on Twitter, LinkedIn and Google+ to continue the conversation.
This article originally appeared on Site prebuilder – Social. SEO. Marketing. Development. Business. and has been republished with permission.
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