Techy question: web advertising Not sure whether anyone will know this...or if it's a totally stupid question, but I have absolutely no idea about online advertising (not great for someone who works in advertising...!!) and wondered whether there are any guidelines as to what someone should be charging for a banner/button on the site, or any kind of regulatory/advisory body where i can get info on appropriate pricing for web advertising, pay per click etc... any help would be much appreciated, i know it's a very odd request but i thought there might be some kind of techy nerd type who might be able to help???
The way you need to work it out is in how many impressions that you will deliver an advertiser, ie. How many people will look at your site in a specific period. So, say you think you’re going to have 1,000 unique visitors in a month you could charge someone 10p per impression and this would mean that your total quote would be £100, however you can only bill in actuals so if only 800 people visit it would be £80. You should also have a look at www.vibrantmedia.com – they will pay you for keyword advertising on your site (although I think you have to have 500k+ visitors every month). Why not also apply for a media pack from someone like Ignite (they do Nuts, NME, Loaded sites…) and they will give you some idea of costs to advertise with them http://microsites.nme.com/php/mediapack/opportunities.htm
Re: Techy question: web advertising erm, dunno really - it kinda depends what your marketing, and what each clicks worth to you. ie - if it's a specialist product that you make a grand off each sale from, and you'r advertising on a specialist site that's likely to generate a small number of high quality leads then your pay per click could be worth £10 per click or more (or £10 per unique user click through), particularly if you came to an exclusive arrangement with the site for that product. most of the time though it'd be more like a few pence per click I'd have thought. you've also got stuff like direct click through to buying a product where you could give the site a percentage of all sales like amazon do it (I think), but you'd need the back end on your site to cope with that. for a rough guide though have a look at what google charge for the adsense stuff, or facebook for their ads.
Thanks very much! I purchase web advertising for a few clients with the Times, FT etc but haven't charged anyone to advertise on any sites we've developed (yet). will bear this stuff in mind though, ta! x
it's also about how well the sites audience profile matches the advertisers target audience profile, so a site that only get's 1000 unique visitors a month, but has the right profile match could be worth much more per view / click than a site with 10,000 a month but only 5% matching the profile. depends as well on whether the aim is brand / product awareness, or actually selling product directly via click throughs from the advert. i'm also not quite sure whether lulu's buying or selling space...
Id ask your MD to send you on a training course as its quite a specialist (and potentially lucrative) area.
