online ad sales best practices

Online AdvertisingSales TipsStrategy and Tactics

Product: Quantity● The larger the product the better● More content, more search results● More search results mean more audience● Which means more ad inventory

$

Product: Interactivity● User-generated content is low quality● UGC doesn't attract advertising● Comments attract spammers● Calendars attract quality content● Classifieds attract valuable content● We want to attract as many classified

submissions as possible

Product: Performance● Speed is a competitive advantage● Fast sites appeal to both readers and

advertisers● Fast sites display ads faster● Fast-loading ads get clicked more often● We want fast sites

Product: Ad Placement● Well-placed ads get clicks much more often● But they shouldn't overwhelm the top half of

the page● 3 ads per page is the maximum● Prominence delivers results!

Product: Sales

What does that mean for sales?

Product: Ad Placement● Advertisers will like your site because it:

○ Provides plenty of inventory○ Offers high-quality local content○ Loads faster than the competition○ Gives better placement for ads○ Delivers higher click rates○ Is the largest local site with high credibility○ And of course has the best AEs around!

Product: Sales

These are great selling

points!

Marketing● Audience = inventory● More audience = more inventory● Valuable inventory = more revenue● More revenue makes bosses happy.

Marketing: Promotions● Promotion starts with traditional media and

other well-known sources● And then:

○ Search engine optimization○ Email marketing○ Social media

Marketing: Promotions

Many of your social media fans, likes, subscribers and followers are advertisers. If they know you and like you, they are more likely

to listen to you.

Marketing: MetricsEffective marketing results in more of the 3 key metrics:● Visits● Page views● Unique visitors

Product: Sales

These are great selling

points!

Sales: Know Thy Site

Now we translate it into sales using ...


The 9 Commandmentsof Online Sales


1) Know your product better than the client who also uses it.


2) Include the latest audience numbers whenever possible.


3) Understand and review placements, rate cards and the difference between CPMs and

sponsorships.


4) Remember that online selling is a consultative sales process. Newbies are sheep that need gentle nudging.


5) Don't be afraid to pitch big campaigns. Web sites really do land

$100,000 online contracts.


6) Don't worry about the nay sayers. "No" means "not now."


7) Stay in regular contact with your client during the campaign. Track

performance weekly.


8) Know that online client retention rates can be strong -- 60% and

higher.


9) And finally ...

online ad sales best practices

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