Online Advertising Rates: Guidelines and Best Practices
Scott S. Bateman is a former online general manager with Cox Enterprises and Media General. He has more than a decade of experience with managing online advertising rates.
Online ad rates are set through a combination of ad size, ad location, ad performance and market demand.
Optimizing this key ad sales tactic results in higher revenue, increased advertiser acquisition and increased advertiser retention. (more…)
How to Sell Online Advertising: The First 5 Steps
Selling online advertising requires an organized and planned approach to finding customers whose understanding of online varies greatly.
Early adopters of online advertising have a depth of skills, knowledge and experience that will make it easy for them understand a product and a market. (more…)
Online Direct Sales Take Time to Deliver Results
Larger websites use direct sales to produce more online advertising revenue and increase profits.
Direct sales require the site publisher or another employee to contact potential advertisers for the sake of landing an advertising contract. It requires much more work than networks such as Google AdSense, which largely automates the process and takes a cut of the revenue. (more…)
Ad Unit Audit Increases Revenue Performance
A regular review of online ad unit performance will often lead to an improvement in revenue performance.
Site publishers who only place ad units on a page and report total revenue or results per advertiser at the end of each month are missing a major opportunity. (more…)
Online Advertising Models: CPC, CPM or CPA?
Online advertising models show up on websites in three important forms — cost per click (CPC), cost per thousand (CPM) and cost per acquisition (CPA).
Publishers and advertisers should know and consider all three depending on the situation. (more…)
Affiliate Marketing Strategy May Add Extra Income
Affiliate marketing has been a popular online subject because of its potential to generate big revenue for anyone who masters it.
But few people actually master it. Part of the challenge lies in the fact that millions are trying it. (more…)
Online Account Executives Deliver Revenue Results
Newspaper websites with dedicated online account executives have 87 percent higher online revenue than papers that rely solely on print AEs.
In addition, 59 percent of the total revenue came from online-only ads, according to the former Newspaper Association of America. The association’s data came from a Borrell Associates study. (more…)
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