Archive for August, 2008

August 7th, 2008

Ready to send out prospect letters.

So I’ve taken a bit of time here and compared all of the sites I gathered. Now I am ready for the next step. That is, I can send out my prospect letters. I now have a nice list of 18 sites that I want to advertise on.

Several of the sites had little to no traffic. And a few had boat loads of traffic. Now if I was new to media buying I would want to advertise on those sites that have around 10,000 visitors a month. However, I still want to prospect all of the sites. You never know who might respond. The person getting 100,000 visitors a month might have no clue about the monetization possibilities and you could get a way robbing the bank with them.

In order to contact the people you will need to have a savvy little letter written up for them. This letter shouldn’t sound generic either. And it should be tailored for them. Something along the lines of:

“Dear ________,

My name is _________ and I was visiting your website ________.com/net/org. I really like how your site is laid out and I was wondering if I could purchase an advertising spot on this page ______<link to page>______. I too have a website in the _______ niche and think that your website would be a great advertising opportunity.

If you are interested I would greatly appreciate it.

Here is my contact information:
<email address>
<phone number>

Thank you for your time,

<your name>
<your email> ”

Now thats not the greatest letter, but for most of these people whose sites we want to target this will suffice. Remember, we want to target the non web savvy people.

I’m going to shoot that letter off to all of these prospects. Remember, some of them I know I won’t advertise on. But I would like to see how they respond. And it takes 5 extra seconds to send them an email. Also, its good to see how much they are charging for advertising.

Getting replies to your message can take some time. Not all webmasters check their contact email address on a daily basis. However, you can send out 30 emails and get no replies. Thats just the nature of the beast. And sometimes you can send out 30 emails and get 25 back.

When they write back they will most likely have some questions. And the main thing they will say will be something to the effect of… “What exactly did you have in mind?” You’ll want to reply to them and let them know that you would like to place a banner advertisement in place of their adsense (most will have adsense HAHA). If they don’t already have adsense or a banner, just let them know you would like them to place a banner on their site with a link to your advertising site.

Here’s the best part. Tell them “I would like to place the banner for 5 days as a test. If it is getting a good response I would like to continue it for a whole 30 days. I would be willing to pay you $xx for this opportunity.” From my experience, 50% will do the 5 day test. If they do the 5 day test and it does make money then you’re good to go. If you get a lot of clicks but no conversions then you know that your offer is bad. If this happens and you have the money to spend I say go for it. You can always change your link to a better offer. If however, you don’t get very many clicks and no conversions, scrap it and move on to the next site.

Some webmasters will not allow the 5 day test. That’s okay. Ask them questions about their traffic. The more you know about their site the more you can make an educated move. Things like:
Where does your traffic come from?
How many visitors a day?
How many unique visitors a month?
What is the average time on the site?
How many page views do people normally take before they leave?

Questions like these will help you learn a lot more about the website you are prospecting. You don’t want to send too many emails back and forth though and you don’t want to scare them off with all of your questions. It will take some letter sending to understand what people are comfortable with. You’ll get the hang of it.

Eventually you will have to decide what to pay for the advertisement. On those sites with un-savvy webmasters you can get away for cheap banner placements. As a general rule I pay by how many uniques a month for the previous month. I pay on a CPM basis. So if the site gets 5,000 a month then I’ll pay $40. If the site gets 10,000 a month then I’ll pay $80. That means that I’m paying around $0.01 per impression. Thats pretty dang cheap if you ask me. Now if the person is web savvy then chances are they will know what they can charge. You might spend $60/5000 visitors on some sites. That is $60 for a whole month of advertising and thousands of people seeing your ads. I don’t think you can go that cheap with PPC.

Some webmasters will tell you how much it costs to advertise with them. Some will have no clue. Those that don’t have a clue what to charge can be easily persuaded to a lower amount. Especially if they are used to adsense earnings or no earnings at all. Any sign of money is a good sign to them.

Anyways, it’s getting late and I have a long day tomorrow. If any of this didn’t make sense. Please ask for clarification. I’ll be more than happy to clarify something. I’m going to send off these emails in the morning!

UPDATE: I’m about a day late on this post… Ruck at Convert2Media beat me to a similar post.  Check out Approaching Webmasters About Advertising on the C2M Blog!

August 3rd, 2008

I’ve got my URLs now what?

4sitesI’m ready to really start sending out advertising inquires to website owners for my Media Buy. I have a list of 30 websites that I would LOVE to advertise on. Some of them are obviously going to be quite expensive. But to help me narrow down my potentials I need to know more about the traffic that they are receiving.

For this I use 4 websites. Quantcast.com, Compete.com, Alexa.com, and Google.com. I’m sure there’s better ways to do this but you have to find what works for you.

Compete and Alexa I use to find the traffic volume. Now, I like to compare websites against a site whose traffic source and volume I am sure of. In other words, I compare traffic against one of my own sites. Compete is pretty cool because it give you an estimation of actual traffic volume. Alexa gives you a percentage of the daily reach of Internet users.

Now Quantcast can also be used to find traffic volume. However, Quantcast gives a very very rough estimate of traffic volume. Because they are so new a lot of their information is incomplete. So I try to not rely 100% on Quantcasts traffic estimations. Instead I like to use Quantcast for demographic research. It’s important to know who visits a website. We need to make sure we can find offers that match the demographic. Just remember… Quantcast is a very rough estimate of traffic volume.

Google I use to find how sites rank for certain keywords. If I was going to advertise on a health related site I would be more happy to advertise on a site that ranked on the 1st or 2nd page for weight loss as opposed to a site that ranks on the 99th page for the same keyword.

So now you know one way to look for traffic stats. It’s important to be able to properly gage traffic so that you don’t advertise on a site that has no traffic at all.