The sale of ads is one of the primary sources of revenue for blogs, allowing the owners to continually pump out great content by covering the time required to maintain their websites. It also gives a platform for companies to promote their products and services to specific niches, delivering great results. In this post the owners of some of the top design blogs share their experiences of selling ad space, give advice on the tools they use and share an insight into their best performing ads. Todd Garland from the awesome BuySellAds marketplace also offers his advice to anyone looking to buy ads to generate exposure or sales, helping you achieve the best return on investment.
Collis Ta’eed / Skellie
What tools or services do you use to manage the ads on your website?
Like many sites in the creative niche, BuySellAds is our service of choice. We’ve been with Todd, who is the CEO of BuySellAds, since the early days of the service, and we’ve grown together. For companies with more formal procedures for purchasing ads (requiring contracts, invoices, reporting, et al) I handle the arrangement privately. These advertisers generally need a more ‘hands-on’ style of ad management and want to be dealing directly with someone at your company.
How do you decide on your ad pricing structure?
Experimentation and testing is key. We’re always trying out new ad blocks, sizes, positions and prices. As a publisher, the worst thing you can do is let your ad offerings stagnate. If your advertising structure is stale, viewers and advertisers will treat it as such.
Do you actively contact potential advertisers for your website?
In practice, we try to minimize ‘cold-calling’ potential advertisers – since we don’t want to be seen as doing anything spammy. Most commonly someone will contact us about promotion – wanting a link, or to sponsor something – and we’ll suggest that they advertise. Because they’ve freely opted in to a business discussion with us, success rates are quite high.
I think this strategy works because Tuts+ is already very well-known in the industry, so we don’t often need to make our existence known. If we were just starting out with a small audience, I would definitely be the putting word out about us and what we could offer advertisers.
What is the best performing ad on your website?
The leaderboard banner on our biggest site, Psdtuts+. Offering large ad spots on a high traffic property will always help you attract high quality advertisers, and we’ve enjoyed working with Adobe in that space. Sigue leyendo →
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