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Best Practices for Selling Advertising Directly to Advertisers

by on July 30, 2012

You finally have the site traffic to interest advertisers… now what? Here are best practices for setting up a killer system to grab an advertiser’s attention and get them to purchase!

Advertise Page

The first thing an advertiser will look for is an “Advertise” page, either linked in your main site navigation, or in a link at the footer. They may be quite familiar with your site already, or they may have just found you in a search. Either way they’ll want to immediately see an overview of your site’s:

  • Audience
  • Traffic
  • Ad placements / positioning
  • Cost

Write this page as clearly and succinctly as possible. Advertisers don’t want to read a novel; they want to advertise.

Purchasing Options

There are two types of people in the world: Those who only use the ATM and those who always walk into the bank to speak with a person. Advertisers are no different.

  1. Self Serve: Many advertisers don’t want to interact with you, they just want that ad running. You can set this up through a form that allows someone to submit all their ad details in one complex contact form, so you can handle the rest manually, or you can use a service like BuySellAds to take care of it for you.
  2. Direct contact: An advertiser might not be familiar with online advertising and need some additional hand holding, or they may be advertising superstars who want to negotiate a campaign that’s outside of the box. Either way, you’ll want to give them a way to easily contact you. Be prepared to answer them promptly – they’re likely looking at a dozen sites, and they’re not going to wait until they hear back from everyone. Many times an advertiser will simply chose to work with whoever is most responsive. Speedy replies will only give them more confidence in doing business with you.

Keep it Simple!

Advertising is overwhelming. Advertisers have to compare your ad placements to each other and to placements on other potential sites. Everyone has different placement, pricing, ad sizes… so, keep it simple. Make it as easy as possible for the advertiser to wrap their head around what you’re offering.

  • Only list 2-3 ad placements (IAB standard sizes are preferred by advertisers)
  • List a few custom sponsorships, like email, twitter, and skins, but don’t go into too much detail. They don’t need to know the exact specifications, they just need to know they’re available options
  • List demographic data, but just the basics and not too much. Every detail you list should be something you KNOW will help sell your site, or you may accidentally turn off an advertiser with a statistic they would never have otherwise cared about

Media Kits are Dead

But… you still need one. Your Advertise page is your new media kit, but it’s always great to have the option for someone to download a condensed copy of your page in case they’re old school.

Just in case you’re wondering, yes, we do offer a solution to everything listed above. You can automate almost everything I’ve talked about by joining our network. And once you’re with us, we’ll give you the golden key to a killer advertise page: The BuySellAds On-Site Shopping Cart.

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