Advertising Rates - How much do I charge?

[DanielCoe]

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Hi,

I been approached by lots of companies who want a copy of my advertising rate card as they want toplace banners on some of my web pages.

But I don't know how much to charge?

I would prefer charging a monthly rate, instead of counting clicks.

Previously I have mentioned £50 a month - is this too high?

Thanks for any advice

Daniel

[Keith]

Dont undervalue yourself.

Looking round general charges are £5 or £6 per 1000 impressions. So if you can offer under 8000 impressions or less charge them £50 however if you have a lot more volume charge accordingly, perhaps reducing rates at 100000+

[chrisk999]

I agree with Keith - don't undersell your site.

£1 CPM is the rough average for a run-of-network campaign at the moment, so if they're wanting to target your site in particular, you ought to be able to charge a fair bit more than this.

Also, if it's a high-value topic site like finance or insurance etc, think of charging much more.

Take a look at the AOL rate card for an idea of what the premium market rates are: http://mediaspace.aol.co.uk/how/rate...id=marketing&x

[999gi]

Depends on a lot of things, many of which are interrelated

- size of creative
- location of creative
- subject of site
- number of visitors
- opportunity cost
- perceived value of your visitiors to them
- the length of the advertising period

Id say £50 was very cheap in general if your site is good and has plenty of visitors

[Mogga]

Other variables to consider:

The amount of time they're taking up with asking lots of questions

Have they asked other sites the same questions and so are working on going with who is cheapest?

[trafficbroker]

www.gizmodo.com has a good rate card structure. I'm not suggesting your site has that volume but the way they sell it could be useful for you to review.

Cheers,
Neil

[Flightmapping]

Has anyone tried Adbrite for dealing with this issue?

I am also getting approached quite regularly, and the lazy answer is to suggest they place a bid on Adsense, or whatever other PPC channel you may have on your site.

Don't forget that £50 per month requires a contract, invoice, and potentially the time to chase payments, or alternatively a prepay policy, which would probably work best if you accept credit cards, which also costs money to set up.

The advertiser may want to display a phone number, in which case CPC would not be appropriate, whereas CPM may not favour you relative to displaying your best performing affiliate banner.

In short, I have been too lazy to do anything about this, and can't imagine it would be worthwhile for a small number of advertisers, but if you can attract a reasonable amount of players (don't forget that an inquiry only has a small chance of actually converting to a sale), then please let me know how you get on.

[fishboy]

I've always had difficulties here too.

I'm very pro active when it comes to selling my inventory but for one of my sites it's normally around the 10% paid, 90% affilate mark when it comes selling out. It all boils down to audience and industry in my oppinion.

Using my troublesome site as an example i am number 1 on google for the most competitive term (36,000 searches on overture in November). It genrates around 100k unique users per month, approx 2 million page impressions yet advertisers shy away even when i have the CPM right down to £2 and CPC at £0.2. I even run a forum on teh site with 13k plus members and normally 100 onine at any time. I'm bending over backwards here and they don't bite!

At the moment aff programs are ticking along nice but if i could shift some of this inventory i'd be laughing, and more importantly so would the advertisers.