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Thread: Selling available Ad Inventory directly

This discussion is about "Selling available Ad Inventory directly" in the "Advanced AdSense Publishers" Forum.
Hello Since I started to monetize my Websites with AdSense I also started to sell my available Ad Inventory directly to Advertisers. But there was ...

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    Idee Selling available Ad Inventory directly

    Hello

    Since I started to monetize my Websites with AdSense I
    also started to sell my available Ad Inventory directly to
    Advertisers. But there was a learning curve involved.

    At first I simply contacted Advertisers via Email after
    seeing them advertise on competitor pages.

    I emailed them, introduced my website(s) and asked them
    if they were interested in advertising on my sites as well.

    That did not turn out very well and was very work intensive.

    I then took a more professional approach and created a Mediakit
    for my main websites which looked (and still looks) much more
    professional. I created a "advertise with us" website outlining
    the idea of my website(s) and linked to my Mediakit.

    It is in German but if you want to have a look:
    ((login for URL)) ( pdf, 0,4mb)

    I also contacted a lot of Advertisers directly again but still
    very little return on the work invested.

    With time my website(s) got bigger and more interesting to Advertisers.
    I was contacted by a few Advertisers for direct Ad sales.
    However those were still very few.

    I decided to not put any more work in direct advertising sales
    but knowing the big CPM price differences payed for direct Ad
    sales I did not want to leave this topic be.

    So I searched for direct advertising marketers who would
    do the work I didn't want to do anymore and sell my Ad
    spaces for a percentage of the revenue. I found one direct
    advertising marketer who looked the most promising because
    he had the biggest health vertical for Germany. In fact they
    contacted me to recruit me as publisher.

    Because I know my way around the advertising market I had
    a few weeks of negotiations with them where I dictated a few
    additional terms to their contract which later proofed to be
    very valuable to me.

    Even though they would and could not guarantee me any earning
    results (which is of course understandable) I saw the risk
    of them selling my Ad Inventory for lower CPM then I would earn
    with AdSense. This is why we added a minimum CPM to the contract
    for each single Ad unit and an option to increase this minimum CPM
    if necessary in a 30 day notice.

    After talking to several of their employees and CEOs I
    got quite some more insights into the Advertising market
    then I had before. Talking to really big players (I am talking
    about monetizing millions of unique users each month)
    was very informative.

    What I learned was (even though it seems obvious I never
    spend a thought about it) that Advertisers with a big budged
    (the once willing to pay 15-40$ CPM prices) rarely do business
    with single sites (unless you are the top dog and have a great
    impact on the market). They turn to 1-3 of the biggest
    Ad Inventory sellers (and be assured that they use AdWords too)
    and spend their budget with them. So my initial plan of selling
    Advertising directly by Contacting Advertisers was doomed from
    the beginning .

    After implementing their leaderboard and a skyscraper into my website
    for single or combined (Wallpaper) advertising I also gave them
    my best performing AdSense spot and they set up my AdSense Code
    as fallback.

    With my first status report from them I saw that my minimum CPM
    precaution clause was a real money saver. They firstly sold my
    Ad Inventory way below value so I wrote them a bill with them
    ending up paying more to me then they earned with me in total.
    After that they learned the "lesson". Currently and mainly because
    I am constantly working on increasing my AdSense earnings they
    are unable to deliver any Ads to my AdSense Ad Units because
    they simply can't keep the minimum CPM. Currently I am serving
    their skyscraper and their leaderboard on my site which I don't normally
    use for AdSense. This way I get additional pay to my AdSense earnings.

    Do you sell your Ad Inventory directly as well?
    What is your approach to it?

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    #1 Take care that your aquired clients do not book on "target on these adsense sites" for a fraction of your current cpm
    #2 Make sure you are not exclusive, there are lots of agencies and each agency provides you with more banners
    #3 Ad agencies do look for the CTR for the ad agency campagins. So make sure even if they pay you only by cpm, it's the clicks that give them the following contracts.

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    Quote Originally Posted by unicorn ((login for URL))
    #1 Take care that your acquired clients do not book on "target on these adsense sites" for a fraction of your current cpm
    #2 Make sure you are not exclusive, there are lots of agencies and each agency provides you with more banners
    #3 Ad agencies do look for the CTR for the ad agency campaigns. So make sure even if they pay you only by cpm, it's the clicks that give them the following contracts.
    If you want to be contracted by the important direct sales agencies
    then you will have to make an exclusive contract with them. I first
    thought I'll try it non exclusive and contacted about 6 of the biggest
    player in the German market. They all wanted me to sign an exclusive
    contract which I declined. I said I want to try them out first if they
    can deliver what they promise. Because I know the market I am in and
    the value of my Ad Inventory I had some very open and honest discussions
    with some CEOs and most of them openly admitted that their health
    channel is to small to deliver what I expect.

    However I signed non exclusive contracts with about 3 of them.
    Non of them could deliver one single Ad Unit to my website matching
    my needed CPM prices.

    When I finally signed an exclusive contract I signed it with the biggest health
    vertical for Germany which makes them the most promising agency to
    deliver high value Ad Campaigns for my websites.

    Also for professional Agencies contracting a new Publisher involves costs
    like for adding your website to be listed by AGOF a German Working Group
    for Online Media Research.

    Regarding #1. I don't think that blocking all customers that serve Ads
    on your site which booked Ads via your Agency or on your site directly
    is beneficial for you. On the contrary I think you are blocking another stream
    of income from this advertiser. I know your thoughts behind your argument.
    You think if an Advertiser can placement target your website via AdWords
    for much less then it can book Advertising on your site directly then they
    wont book Advertising directly. However most of the big Advertisers that
    are paying 2 digit CPM prices run big campaigns on AdWords which are not
    micro managed to a single website. But that is just an educated guess.

    I am not that big in selling direct advertising yet so this would require
    extensive testing when I reach this point. If you did test this for yourself
    before and not just guessed like I do right now I really would like to see
    some statistics on your results of these tests.

    In regards to #3. The CTR always depends on the advertising banner that
    is used and how targeted it is to your websites. The Ads I am getting from
    my Agency are mostly not as targeted as AdSense Ads are so they have
    a very low CTR. However that has no influence on the booking behavior
    because these campaigns are branding campaigns which primarily focus
    on making a brand or product known to a brought audience and don't
    focus to much on CTR.

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    Regarding #3: You can put targeting channels (like forum titles) in Doubleclick, and when integrating the click-through urls in the banners you get from your agency, you not only can track the CTR in Doubleclick itself, you can check in which areas (forums) on your forum which usergroup from which age etc. (all the targeting values you give Doubleclick) is clicking. So you can optimize them on your own.

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    That goes for direct sold inventory.
    Like I said my Agency is doing most of the direct sells so I
    just implement their DoubleClick AdServer Tags into
    my website and they handle the targeting. If I sell
    Ad Inventory to an Advertiser for an Ad Unit my
    Agency is currently serving I'll put their DoubleClick
    AdServer Tag into my DoubleClick account as Creative
    and they run as fall back for the campaign. And my Agency
    has my AdSense as fall back if they can't deliver Ads.

    That sounds complicated but in fact it isn't

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    Point 3 is what I am doing for campaings from agencies. As an example, Coca Cola has a budget of 20 million / month, your agency gets 2 million and you get a 50.000 € contract for this month. Coca Cola is overlooking the CTRs of all campaigns, as is your agency. If your agency does not provide good enough results, Coca Cola will look at better resulting agencies. So not only your agency is looking, but mostly Coca Cola! It may be that in the health channel things run differently. However this is the process in my area. If my results are to bad, I get less booking the next time. In the worst case, my agency looses the contract. I know it's tempting to just being happy about the CPM and do not having optimizing these areas. But better CTRs are nicer for your agency. If you are not sure, I'd definitely talk to your agency and ask them about if CTRs will have an effect on your current earnings.

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    They are responsible for optimizing the campaigns for better CTR.
    I have no influence on this what so ever because they serve their
    Ads via their Ad Server which I have no access to.

    I am optimizing my Ad Units for AdSense and this optimization benefits
    my Agency as well. However if they display a campaign for a deodorant
    on my health forum where someone is looking for infos about headaches
    the visitors of this thread wont be much interested in clicking on the deodorant
    Ad. But they see it and that is what branding campaigns are all about.

    My Ad Inventory set up allows a very grained down targeting for my
    Agency. They can target each sub forum with a specific topic separately.
    So the possibility for very narrowed targeting exists.

    But I think we talk at cross purposes and mean the same

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    I always optimize the campaigns from my ad agency by placing them on the best positions and user target them. A deodorant campaign for women is then only displayed female users, or at least is not displayed male users (so include guests, but not display it to users with a male profile field). Because of this several agencies are rather happy with me and increase their booking volume

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    Do you use DoubleClick DART or DFP Small Business?
    How do you target your Ads to demographic criteria like gender?
    I could not figure this out even though I searched a lot.

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    I Use DFP Small Business. You submit target criteria to DFP by giving this to DFP:

    GA_googleAddAttr("status", "registered user");
    GA_googleAddAttr("gender", "male");
    GA_googleAddAttr("income", "10-20.000$");

    You have to preenter this in DFP so you can check it. Doubleclick tags are recognized by DFP and so DFP tracks your clicks. In the delivery reports you can search for "target criteria". And voilá: You see how old your members are that are clicking, their income, everything. Nice for optimization.

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