Promise Media
Sales tactics

Sales Promotion Lays Groundwork for Extra Revenue

online sales promotionOnline sales promotion is a series of tactics that leads a customer to make a purchase or click on an ad on a Web site.

It is both simple to implement and often results in easy money. Yes, it can result in easy money.

A direct sales operation for a Web site means that its staff contacts potential advertisers to persuade them to buy ad campaigns.

  • A typical sale may take weeks, months and sometimes even years to develop after:
  • Identifying a potential customer
  • Contacting that customer
  • Convincing the customer to accept a meeting
  • Developing and presenting a proposal
  • Negotiating specific terms of an agreement including price, impression level, etc.
  • Having second and third meetings
  • Closing the deal or receiving a rejection

The investment of time is significant. A typical close ratio online ranges from 5 to 10 percent of total contacts. Although the odds of getting a contract are low, the revenue from a closed deal usually makes up for the labor that failed to produce a contract with the 10 to 20 other attempts.

Effective sales promotion can reduce that investment of time and increase the odds of closing a deal. (more…)

Online Classified Ads Build Site RPMs and Revenue

An effective online classified ad strategy will provide a valuable revenue stream that enhances that revenue coming from other sources such as display ads.

Just to be clear, online classifieds are pure text ads presented in a directly-style format. In effect, they are a form of paid content.

A site that focuses mainly on display ads — say three to four ads per page — will have an RPM limited by those ad positions. But imagine what happens to the RPM when those three to four ads positions are on pages with classifieds. (more…)

How to Target One Zip Code with Online Advertising

The growth of online advertising is partly due to its efficiency and return on investment compared to other forms of advertising.

One of the most important examples of that efficiency is zip code targeting.

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Selling Tip: Focus on Close Ratio for Better Results

Online sales contractAn important concept in selling of any type is the close ratio — or the number of successful contracts divided by the total number of contracts pitched to prospects.

Web selling takes many forms:

  • A site run by a single person who sells links;
  • A large media site with 20 account executives and hundreds of local accounts;
  • A Web design company trying to land the next site development contract.

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Stored in Online Advertising and tagged

Use Social Media Marketing Strategy to Generate Ad Revenue

A marketing strategy for social media is often used to build brand and drive traffic to the parent Web site, but it also can be used to boost advertising revenue.

Isn’t that the ultimate goal of the strategy anyway? A limited view of social media is that Facebook, Twitter, Google+, Pinterest, etc., simply acquire followers who like the company’s product or service. Job done. Ego gets a boost.

But the real goals should deliver value and benefit for the company sponsoring the social media accounts. Just take a look at Coke’s Facebook page — it’s packed with followers making comments about the product. (more…)

Ad Viewability Standard Rises with Google and Yahoo!

eyesGoogle this week took another major step with raising the standard for ad viewability.

The company rolled out a new version of the AdSense partner revenue reports that make viewability a prime tracking number.

Viewabile impressions are those ads that are seen by consumers. They usually are the ads located in the top half of the page and don’t require scrolling to be seen.

Google defines the new report as, “The percentage of impressions that were viewable out of all measurable impressions. This metric only includes impressions from regular AdSense for content, AdSense for video and AdSense for games ad units. It doesn’t include data from link units, or data from dynamic allocation in DFP Small Business.” (more…)

Advertiser Retention Rates Depend on Tracking Results

Online sales contractA question came up one day about the retention rates of our online display advertisers. We were surprised by the answer.

After a little research in our billing system, we discovered that our online direct sales retention rate of about 65 percent  — local, regional and national — was slightly higher than the newspaper retention rate.

Of course, local clients have the highest rate, followed by regional and then national. In addition, clients who have spent the largest amount of money in special-short term campaigns tend to have lower rates.

They want a big blast that wipes out most of their budget, then wait a while until trying again. (more…)


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