While many webmasters and bloggers prefer to choose one or more ad networks – including the most popular Google AdSense – to manage the ad inventory on their sites, Direct selling of advertising to advertisers does not remain an excellent way to make your site or blog profitable...
exactly the contrary, Allows you to review the prices and revenue you can expect from your advertising banners Or your links, so as not to depend on an advertising agency and the commissions they charge, in addition to retaining complete control over the management of their advertising strategy and thus monetization of their blog or site.
But having to attract and impress “live” advertisers also presents Disadvantages of asking for more time In addition to managing the commercial, legal and technical aspects of finding advertisers and setting up advertising campaigns.
It should be noted that by “direct” we mean A campaign managed without the intervention of an intermediary such as an advertising agency or an affiliate platformfor example.
Learn how to increase ad revenue on your site or blog by negotiating “live” with brands to advertise on your site.
First write the advertisers page
The first step in attracting advertisers and selling “live” ads on your website, You start by creating a page where they can easily contact you and learn more about your website or blog.
It’s not enough to create a standard blog and contact page and expect advertisers to contact you.
This is usually called an “advertisers page”. You’ll also find that it’s sometimes called “advertisement,” “become an advertiser,” or simply “advertisers.”
In the menu of this dedicated page there are several important information that should not be overlooked and compulsorily included:
- the audience of your website or blog;
- various advertising opportunities presented on your site;
- Prices for the different ad formats you offer (optional);
- A link to your media collection if you have one;
- Separate contact email address, such as: [email protected];
- If possible, references from advertisers who have already implemented advertising campaigns on your site.
In general, we find the advertisers page at the top or bottom of the sites page, embedded in the links in the secondary menu.
Take the test: 95% of major sites have an advertisers page.
It will be a very good way to discover good examples in this field and to be able to inspire you for your own advertisement page.
2. Create a media kit for your blog or website
It is often unknown and not widely spread among bloggers and non-professional webmasters, Media Kit is a great tool to more easily convince brands to advertise on their website or blog.
In addition to being essential in sectors, it is used by all advertising agencies and professional websites.
It’s a document – often in PDF format – Its goal is to allow advertisers to easily find all the different media and advertising opportunities that you provide on your website as well as important personalities and facts to know about your website.
In short, some elements for creating a good media kit for your website:
- Audience and target: the number of visitors per month and the number of page views of the site, as well as the main target audience (young people, 25-49 years old, CSP +, etc.);
- History and location of the site: creation date, editorial style and target audience, position in its sector, etc. ;
- Your offer: the different advertising opportunities offered, the different forms of advertising that advertisers can be in, etc. ;
- Technical specifications for advertising on your site: quality level of banners, campaign calendar, etc. (my choice);
- Prices for your various offers;
- References to brands already advertised on your site, with illustrative examples of specific cases, if applicable;
- a separate email address and the name of the contact person responsible for the advertisers on your site;
Not all websites always have a media toolkit. Others only offer it to advertisers after the initial email exchange.
3. Determine the ad formats on your site
An important and often-forgotten step for webmasters and bloggers who start selling “Direct” ads to advertisers is selecting and selecting the different formats, opportunities, and banner ads on your website or blog that the advertisers may be located in.
Obviously, what are you going to put in your media presentation.
To do this, you must start from your site. What native ad formats actually are:
- banner advertisement, specified dimensions;
- Posting on social networks;
If those in existence are out of date or no longer keeping pace with market trends, what trends can you easily incorporate?
Moving on to event formats, what formats have you already practiced on your website or are you ready to implement?
As a reminder, there are many premium ad placements, including: skins, interstitial ads, etc.
There are also advertising opportunities that may be specific to your website, such as, for example, suggesting you feature a brand on a slide if you have a “featured” carousel on the home page of your website or blog.
Think about your location, the placements you can apply, and what you are willing to accept.
Finally, there are still other advertising opportunities whose existence depends on each website, such as sending email, being in the newsletter or sponsored articles which can also be included in your website’s informative presentation to advertisers.
4. Design a compelling offer and set prices
Once you have carefully identified the different formats and advertising opportunities that you can present on your site to advertisers, It’s time to bring them together in an informational presentation that will catch up with the brands and allow you to facilitate your “hands-on” negotiations with them.
Don’t forget to set the prices for your different offers.
Let’s start with the media presentation design, because it will determine the prices you will offer.
In this regard, there are many possible behaviors. Either you decide to display each ad format completely independently and according to one or more types of rewards (cost-per-thousand-impressions, cost-per-click or cost-per-click).
If that’s the case, I’d advise you to prefer the bounty in CPM Which will be more useful in general for your site or blog, especially on general topics.
In this case, you set the prices for each of your ad formats to CPM (cost per thousand impressions) – if this is the chosen reward type.
Also know that if you start on this kind of show, You will have to use a tool to manage the distribution of your ad banners and collect statistics (impressions, clicks, click-through rate, etc.).
Another possibility is to create a sponsorship type media show. This is especially interesting for websites and blogs that have a low or medium audience and/or on topics with few advertisers.
The idea is not to sell your ad space by view (CPM) or by click (CPC) but to display it in a long-term view (weekly, monthly, semester, etc.). At the same time, the relationship with the advertiser is different.
It becomes the only brand present in this format during the specified period and enters into a “sponsorship” type relationship.
If your site or blog has a smaller audience, you can also combine several ad formats in the same view in order to get advertisers’ interest more easily.
Finally, a final possibility is to create “custom” media offerings that combine several formats and/or advertising opportunities in the same offer and at a certain price.
For example, you can launch a “Featured Vision Package” that includes 100,000 impressions in a 728*90px mega ad and 75,000 impressions in a 300*250px block, as well as a promotional email for newsletters as well as a sponsored article with a highlight in the carousel “A la Une” on the home page of your website.
Thus, there are many possible combinations, but I think you understood the principle!
In conclusion, attracting and negotiating with advertisers “directly” to manage ad campaigns proves to be a very good monetization solution for your site or blog.
However, it requires more work and is concerned with a number of important aspects, but generally – when the strategy is effective and well managed – guarantees much higher advertising returns than those of advertising networks.
And even more so when you’re not already in an exclusive classic advertising agency.
And you, are you interested in “direct” negotiation with advertisers for your website or blog? Do you actually sell all or part of the banner ads on your site “live”? What methods and strategies do you use?