How to Buy Banner Ads Direct – a Guide for Small Business

There are many quality content sites and blogs wishing to sell their available web Advertising Space. So how do you find them and what's the most tactical and cost effective approach? This article discusses the following methods of purchasing Ad Space on the internet including their pros and cons:

• Contacting individual websites
• Using a Banner Auction like http://www.bidswamp.com
• Forums
• Ad Network
• Ad Agency

Contacting Individual Websites

Researching and approaching content sites and blogs takes time and diligence. The advantage comes with being able seek out related sites with content that targets your desired audience.

Finding websites in your niche to advertise on gives you highly targeted traffic because the visitors are already interested in the referring website’s similar content. It even gives you the ability to negotiate cost and positioning of your advertisement.

Websites which already accept ads usually have an “advertise here” or “advertise with us” page that lists contact details and information about their website including metrics and pricing rates. Some may have this information compiled in a media kit readily available for advertisers. These are usually sites with higher traffic and generally charge more.

Niche Ad Space is worth more than general traffic. You may even find blogs or other sites which don’t currently have advertising but it’s always worth asking as you could acquire some low-cost advertising opportunities.

The usual basis for charging is by CPM (cost per thousand impressions) or CPC (cost per click). CPM means charging for every one thousand times the ad is served, usually offered in a package consisting of a minimum number of thousand impressions.

Publishing websites prefer to stay away from pay per event costing bases such as CPC, as their income is too dependent on the quality of your advertisement.

Some, especially smaller sites, charge on a periodic basis such as per week, month or quarter as this reduces reporting and performance obligations.

Buying Advertising Space at an Ad Space Auction

Using a banner auction website simplifies the process of looking for and contacting sites one by one. Websites list their available advertising spots for the world to see, compare, bid on or buy straight out.

Auction websites are a helpful place to find Ad Space in your niche and study the pricing ranges. It still leaves you the ability to find placements yourself to see if you can better reach your niche.

It’s a good idea however to start off just by watching some auctions and seeing generally how direct online advertising works before starting negotiations elsewhere.

Forums

Some publishers are advertising their available Ad Space on forums such as digitalpoint, webmastersforum and daniweb. You can find some relatively inexpensive placements and great contacts if you spend some time browsing relevant forums.

Ad Networks

Companies such as AdBrite, ValueClick, 24/7 Real Media and Tribal Fusion provide a means of mass ad distribution. By joining an ad network, you can have your advertisement placed on many sites that are part of the network.

Automatic placements will save you time and provide you with wide reach. With the bulk inventory available to ad networks, prices can be lower especially if impressions remain unsold on particular websites or pages.

Before joining an ad network, you should examine their requirements. Many offer space from highly trafficked websites and accordingly may be too costly for a limited budget. If money is tight, look for networks that accept advertising from smaller publisher websites. Also investigate if they deal with either CPM, CPC or both as some only allow one or the other.

Even though various targeting options are available, an automated placement system can never provide the conscientious analysis of a human, which is essential in seeking out that highly targeted traffic.

In other words, in addition to using ad networks, you should still look for Ad Space yourself or employ an ad agency to obtain such pre-qualified visitors.

Advertising Agency

Ad agencies are marketing professionals who run campaigns on your behalf. They devise a program to suit your budget and website. Your banners will be professionally designed in house. They use skill and expertise to find and negotiate Ad Space on your behalf.

Due to the number of clients, an ad agency can also obtain impressions at cheaper bulk prices. They will assist you in making the most out of your advertising budget.

There are many ad agencies on the internet providing a range of services at varying prices. However, most require an account minimum before undertaking a retainer.

As with any other service provider, before employing an ad agency, explore your options. Research a few agencies, their minimum account requirements, reputations, any feedback or posts being left about them, what services they offer and their pricing.

Employing an ad agency is the easiest way to gain the best advantage in online marketing, however, the pricing may deter small business owners.

So, where to start?

First and foremost, consider which approach would best suit your website. If you’ve got money to spend, consult an advertising agency for professional expertise. If you can handle it yourself, start off by creating a banner. Many sites offer software which enables you to design the banner yourself for minimal cost. If you require something professional, it may be necessary to consult a graphic designer. For optimal results, combine quality with quantity; use an ad network to gain wide exposure in addition to finding quality highly targeted Ad Space from individual sites.