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  1. #1
    SitePoint Enthusiast Omega-Red's Avatar
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    First time dealing with direct ad

    Hopefully this is the right section.

    I had a request from a company that wants to advertise on my website and they are asking me for my website ad space rate. Now i never dealt with direct advertising in my life before so I would like some pointers if possible? How do I figure out what my rate is and what are the things to look for when making direct deal with advertisers?

    Thanks in advance.
    I want to learn everything to be successful.

  2. #2
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    I'm wondering the same thing. Experts we need your help

  3. #3
    SitePoint Wizard masm50's Avatar
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    To determine what to charge (we aren't allowed to discuss specifics here):

    + Take a look at your competitors' media kits and see what they offer
    - How does your traffic compare to theirs (how much and where from)?
    - How does your content compare to theirs (quality and quantity)?
    - How does your design compare to theirs?
    => That should give you somewhere to start from.
    + Take a look at your AdSense earnings:
    - What is your current eCPM (effective cost per thousand impressions)?
    => For most sites I would double your AdSense eCPM as a guide of what to charge.
    + Variations
    - Different ad sizes would give different CPMs, with larger formats worth more.
    - Ads above the fold are generally worth more than those below the fold.
    + Your Media Kit
    - Don't make it too complicated with too many options
    - Show your stats (possibly with graphs)
    - Show your rates for each ad size
    - Show any discounts you have for bulk buys
    - Show all your contact details (email/phone/address)

    Things to look for when doing a direct ad deal:


    + Research the advertiser
    - Try to make sure they are legitimate and reliable
    - Get some good contact info on them (phone/email/physical address)
    - Make sure you know which individual you are dealing with for the advertiser
    - Maintain good relations with the advertiser throughout the deal and after it for the chance of future deals.
    + Check the ads
    - You don't want them to offend your users
    - You most likely want them to fit your site's niche to get a good ROI for the advertiser for a future relationship.
    - Take a look at the ads in the sizes you are running to make sure you like them
    + Get both parties to sign a contract
    - A simple contract would spell out exactly what you offer and what you expect in return
    - Impressions/Uniques/Targeting/Time-frame/Ad Serving/Ad Reporting)
    - An advertiser is less likely not to pay you with a signed contract (although that still won't guarantee payment)
    - A good contract won't cost that much and can be used over and over again
    + Payment upfront
    - The only way to guarantee payment is to get it upfront
    - Not all advertisers are willing to pay 100% upfront, but make sure you get at least 50%
    - Ask for at least 50% of the payment of the ad deal up front as a guarantee
    Hopefully that will give you somewhere to start,

    Good luck,

    - Tim

  4. #4
    SitePoint Enthusiast Omega-Red's Avatar
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    Wow that is a great help. Thank you very much
    I want to learn everything to be successful.

  5. #5
    SitePoint Member
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    Thanks Tim, that's great help, very complete.


  6. #6
    SitePoint Wizard masm50's Avatar
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    Pleased I could help guys - let us know how you get on.

    -Tim

  7. #7
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    thx, for grt helping stuff

  8. #8
    Resident Grump BillyParadise's Avatar
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    Good stuff here. I'll second Tim's opinion about rates - figure out what your eCPM is now, and double it - at least.
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