Dealing with our first advertiser

From: Diane Schips <webmaster_at_GreenFireHerbs.com>
Date: Tue 30 May 2006 08:35:37 -0500

A client and I are dealing with our first advertiser. A rather large
advertiser approached my client, but neither one of us has any
experience in this area. You could say we've been thrown into the deep
end of the pool - we have a form to fill out but don't know how to
respond to some of the fields and we have no idea what to charge. Any
and all help will be very appreciated!

I assume Ad Placement means what page the ad will appear on. Would this
include things like above or below the fold, or top of the page vs a
side margin?

For Format, we put Banner.

What is an Ad Unit? Would this mean unit of purchase, for example ads
are bought 1000 at a time? If so, would 1000 be a reasonable unit?

Does Third Party Serving refer to having someone else track instead of
tracking ourselves?

If we accept animated (not Flash) ads, what is a reasonable loop? We
don't want ads to distract our visitors from the site content, so I'm
thinking maybe 2 seconds?

There is an Impressions/Qty field. Is this for the advertiser to fill
in? If we fill it in, how is this different from Ad Unit?

How is Net Cost calculated? Is it based on Ad Unit, or determined after
the advertiser tells us what they want to buy?

CPM/CPC/CPA - I know CPM is cost per thousand, CPC is cost per click. A
search of this archive revealed that CPA is cost per action. But what
is "Cost Per Action"? Since these seem to be three different ways of
looking at the cost, how do we respond to a field labeled CPM/CPC/CPA?

What is Flight?

In the same section where they ask about visitors and page views,
they're asking if we accept Third Party Tags, and if we accept BI T&Cs.
What are they referring to?

How do we determine how much to charge? I'm sure the advertiser would
prefer to pay for click thrus, but if we give space to an ad, and the ad
doesn't generate click thrus, we don't get paid for that space. So we
would want to charge for impressions. Is there an industry standard
formula that combines both? I'm sure how many unique monthly visitors
and page views my client gets would influence how much we could
reasonably charge. So how do we determine what 'level' so-to-speak my
client's site falls into? Is there a way to get the going rate - to see
what other sites like ours charge?

--
Diane Schips
Webmaster
Green Fire herbs
voice: 1-631-366-1667
email: webmaster_at_GreenFireHerbs.com
Website: http://www.GreenFireHerbs.com





Received on Tue May 30 2006 - 08:35:37 CDT