NONE: ONLINE-ADS>> 10 Steps to Prepare Your Site to Sell Advertising
ONLINE-ADS>> 10 Steps to Prepare Your Site to Sell Advertising
Dever5033_at_aol.com
Mon, 5 May 1997 21:00:02 -0400 (EDT)
As an online media buyer I am constantly asked what sites need to do to
prepare to sell advertising.
So in response to the many would-be advertising sites around the world, here
are what we hope are a few helpful suggestions. I prepared this with a golf
client in mind, but the basic process applies to any industry.
As media buyers we are constantly looking to automate the time consuming
process of researching, selecting, buying and analyzing sites that fit our
target audience. We need to be able to quickly assess a site and make the
buy.
I would like to open up a discussion about the overall selling of advertising
process for sites. I would appreciate the lists thoughts and suggestions on
the content and order of the process below. What would you add or delete
from the list? I am interested to know what challenges you face with selling
advertising on your site?
Please respond directly to me, if you have individual questions, so as not to
tie up the list. I will summarize any relevant findings.
Site Traffic
Evaluate site traffic from server logs. Use log analysis effectively.
Develop site action plan. Look at:
… demographics
… psychographics
… time spent on site
… geography: where are people coming from e.g. countries, domains, com. gov.
edu
… date and time of request
… browser used
… referring URL
2. Site Audit
Commission and independent site audit. Provides media buyers with:
… creditably, which boots ad sales
… comparability, which shortens the sales cycle
… easy to use means advertiser come back
3. Real Estate
Assess site content - what sections can be sold or sponsored. Prioritize
most highly trafficked areas. What new areas can be developed? List
potential advertisers/sponsors.
… home page
… golf courses
… golf resorts
… golf communities
… event planning
… golf vacations
… search
… newsletters
4. Rates
Determine CPM and Sponsor package rates
… research golf industry and competitors CPM's
… research golf industry and competitors sponsorship packages
… develop rate card online
… develop media kit and rate card off-line
5. Revenue
Set site ad revenue goals
… based on CPM's, set monthly quarterly and yearly ad revenue goals
… develop spread sheet
6. Ad Registries
Register site ad space in all advertising registers
… research all advertising registries and list
… write compelling copy, content, demographics and psychraphics
… list ad space
… keep list and update monthly/quarterly
7. Ad Sales
Determine how and who will sell your ad space
… sold by Golfmedia site representatives
… sold by ad rep. firms
… sold using strategic partners sales force e.g. golf magazine
8. Ad Servers
Ad server process and positioning
… determine how and when you will serve an ad on your site
… how many times will you show an ad
… what reports can you offer advertisers
… where will the ads be placed
… assign responsibility
… choose software to serve/track ads
9. Post Analysis
Ad revenue post analysis
… develop post analysis procedure
… develop reporting system
… decide what and when to track
… develop action plan from post analysis results
10. Ad Program
Reevaluate
… document the ad program
… reevaluate ad program every month
… look for new opportunities/partnerships
… make adjustments based on previous months learning
Debbie A. Everson
*********************************************************************
Global Interactive Media
Placing your ads around the world!
Debbie A. Everson
2230 Sacramento Street, Suite 8
San Francisco, CA 94115
Tel: 415 567-1345
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