Despite declining CPM (cost per thousand clicks) rates that advertisers are willing to pay, there is still good money to be made by publishers through direct display sales. If you have a website, you can sell advertising space to advertisers looking to target your visitors with their products or services. With so many ad platforms to choose from, finding the right one for your site is harder than you might think.
Here are three key things to look for when choosing a platform.
#1. Control Over Advertisers
Whichever ad platform you go for, you should thoroughly investigate the level of control it gives you over which advertisers are able to buy space on your site. If you run an inappropriate ad campaign, you can adversely affect the number of visitors to your site and turn your loyal visitors away. As an extreme example, a family-oriented website should never run adult-related ads but this error rarely if ever occurs. Although many platforms claim to match you with appropriate advertisers, many fall short on this claim. The best way to ensure that you don’t have any ad quality issues is to find a platform where campaigns require you approval before going live.
#2. Improved Sales Resources
Being a direct display sales publisher can be a manual, operationally intensive process. It is important to find an ad platform that automates as much of this work as possible. This will free you to focus on marketing, building relationships and selling. The best platforms have a ‘self-service’ approach where advertisers can submit a campaign without constant back and forth. The best way strategy is to approach the platform from the perspective of an advertiser. How easy is it to set up a campaign? If advertisers can preview their proposed campaign without having to contact the publisher for help, you will know you’ve found the right firm. This approach will give you, the publisher, time to review all elements of proposed campaigns before they go live. This frees up your time to focus on ensuring there are no concerns about ad quality or client conflicts. You will have more time to requested changes as and when required.
#3. Reduced Credit Risk
It is becoming harder to make money as a publisher partly due to falling CPMs and partially because of the fees charged by ad networks and platforms. This latter area is one thing you should focus on closely as it helps to reduce your credit risk. The most cost effective ad platforms let publishers keep up to 85 percent of transactions. This is possible because they operate systems that are highly automated and let advertisers and publishers interact without the need for costly staff. Payment processing is another area that saves money. Invoicing is time consuming and introduces risk. Ad networks that process payments for you not only remove credit risk and the hassle associated with collections, they help save you money as well. Automated payment processing makes the process more cost effective and helps you make more profit from every campaign you run.
- License: Creative Commons image source
- License: Creative Commons image source
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Mark Montoya has been working in personal branding for more than a decade for hundreds of online and offline companies, small businesses and individual service professionals. His focus has been toward improving the way jobseekers find employment on the Internet. He has synthesized his expertise by helping job seekers obtain their ideal choice of employment over the Internet on his sites MyOnlineCareerSpace.com and MyOnlineCareerCoach.com, and through his books 101 Tips Every Job Seeker Should Know and The Ultimate Online Job Search eBook.
“It is the responsibility of the individual to reject the prospect of mediocrity and to strive for the betterment of society as a whole” ~ Mark Montoya