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How To Create An “Advertise” Page For Your Website
Why You Need to Work on The “Advertise” Page
If you think about it, selling ad space is like selling any other product or service. You’ll need to convince your prospects that spending money to advertise on your site will be a wise business decision, that it will have a positive return on investment and so on.
That is why it is important to put some work into your “Advertise” page, because it will do great part of the selling for you. Having a great “Advertise” page can be the different between landing many ad deals and not landing any at all.
There are three basic elements that you need to include in your “Advertise” page:
1. Statistics About Your Site. At the very minimum you should provide the number of unique visitors and page views that your site gets per month. Other metrics you might include are the pages per visitor ratio, the average time spent on the website, the percentage of organic traffic, geographical breakdown of your traffic and so on. You’ll gain some points if you can back up your data with screenshots from a web analytics program (even better if you use Google Analytics).
2. Information About Your Audience. Advertisers want to know what kind of people visit your see, to determine whether or not your audience is a good match for their products and services. Examples of data to include here age, sex, income, shopping habits, interests and so on. An easy way to gather this type of information is to conduct a survey with your readers, or to run polls once in a while with related questions. If you have a blog about cars, for example, you could run a poll asking your readers how many cars they own, how much they spend on their cars annually and so on.
3. Description Of The Advertising Options. The third essential element is a description of the advertising options you have on your website. Make sure to list the banner sizes and placements, the max number of sponsors for each placement, and other specific requirements you might have (e.g., file size, whether animated GIFs are allowed and so on). If the advertiser might have trouble understanding where each banner will be displayed it could be a good idea to provide a screenshot with the banner spots highlighted. Finally, you could also include an estimated CTR (click-through rate) for each placement if you have that data.
1) Statistics About Our Website:
- Starting Date: April 18th, 2018
Should I Include The Price?
Including the price of each banner placement on the “Advertise” page has both pros and cons, so you’ll need to decide what is right for your case. The pros are that it will help advertisers make a decision, and if your prices are competitive, it might also convince some of them. The drawback is that the price tag might scare potential advertisers even before you have a chance to talk to them.
I prefer to not show the prices, because once a potential advertiser contacts me via email I’ll be in a better position to negotiate, address his concerns, make counter-offers and so on. I will also keep his contact, which can be used in the future to foster new deals.
If you want to give more information to your potential advertisers, these are some elements you can include in your “Advertise” page:
1. A list of current and past sponsors. Social proof plays a role in most aspects of our society, and advertising is no exception. Displaying a list of current and past sponsors, especially if you have some good names there, might convince new advertisers to give your site a shot.
2. Testimonials from current and past sponsors. Another way to convince potential sponsors is to give them a testimonial from companies that already advertised on your site and had a positive return on their investments. Even better if you can include numbers (e.g., how long the advertiser stayed, how many clicks he got, how many money he made as a consequence and so on).
3. Awards you won. If you or your website won any awards, you could list them in the “Advertise” page. This will help potential advertisers understand the quality of your content and brand.
4. Mentions from mainstream media. Whether you like it or not, most companies still consider mainstream media as the most credible source of information around. If you have been mentioned on or linked from a mainstream media publication you could leverage that gain credibility with potential advertisers.
Linking to Your “Advertise” Page
Your “Advertise” page will only be effective if potential advertisers actually visit it. That is why you need to link to it from different places on your website.
At the very minimum you want to place a link to that page on the footer of your website. That is where most large websites put the link, and as a consequence most marketers will look there first.
If you want more visibility to your page, however, you should also link to it from the main navigation menu. This will ensure that even people who hadn’t considered to advertise on your site will do so after seeing your link.
Third, you can also use placeholder banners saying “Advertise Here” and then link then to your “Advertise” page.
Examples from Around The Web
If you want to get some inspiration regarding how to create your own “Advertise” page, check these examples from around the web: