Selling More Sidebar Ads: In the last post, we talked about how to maximize your affiliate earnings. Now, we’re delving into another way to make money blogging by selling sidebar ads.
While selling sidebar ads yourself does require more work and effort, it can really pay off in the long run. Plus, it’s a great option for blogs in every genre. And if you don’t want to use an advertising network because you don’t have as much control over the ads they run (we’ll talk more about advertising networks soon), selling sidebar ads yourself allows you to have complete control over what is running on your blog at all times.
Here are five tips to help you sell more sidebar ads:
- Make It Obvious.
You know the number one reason most people don’t sell as many sidebar ads as they’d like to sell? Because they aren’t making it very obvious and conspicuous that they even offer to advertise in the first place!
Most people aren’t going to take the time to dig through your site and try to figure out how to advertise on it. In fact, some people will never even realize there’s an option to advertise unless you clearly let them know you have advertising spots for sale.
Put an advertising tab in your header that links to your advertising page. This page should include details on your traffic (advertisers typically want to know page views and unique visitors), your demographics, a few details on your site, advertising options, advertising prices, and testimonials from former (or current) advertisers. You could do an elaborate downloadable media kit as Michael Hyatt has, or just stick with a simple page like Life as MOM has.
Whatever you do, make a compelling case for why someone should advertise on your site. Don’t be bashful; a potential advertiser needs to know clearly why advertising on your site is going to be a great thing for their business.
- Run a Half-Priced Special.
If you’re just getting started offering sidebar ads, get things off with a bang by offering a half-price special on your sidebar advertising. Write up a post highlighting this special pricing and approach companies you’ve worked with to run giveaways in the past letting them know you are offering a limited-time advertising special.
With some effort and enthusiasm, you should be able to get at least a few advertisers to bite. And once you have a few signed up to advertise, you’ll find it’s usually easier to find more advertisers especially if you make it obvious that you offer to advertise (see point 1).
- Offer Discount Packages.
It’s great to start out with selling simple sidebar ads, but people will be much more interested in all-inclusive discounted advertising packages.
For instance, instead of just selling a sidebar ad for $25 per month, offer a three-month package that includes a sidebar ad, a post-write-up about the company, a giveaway from the company, and a text link in your email feed all for the discounted price of $150 total.
If you want to take this idea a step further, put together three different package levels at three different pricing points. A potential advertiser might not want to pay for your top-tier advertising package that’s $500, but they will be more apt to go for the $150 package versus just paying $25 for a simple sidebar ad.
You can also offer discounts for advertisers who purchase three months or six months of advertising at a time. Not only will the discount appeal to them, but it will also save you time and effort in having to go out and secure another advertiser for that slot every month!
- Throw in Some Extras.
Do you know how fast-food restaurants always try to upsell you? Well, you can do the same thing with your sidebar advertising only you can do it for free! Think of other options you could throw in to seal the deal such as a free mention of the company on Facebook, a free mention on Twitter, and/or a free mention in a blog post when they purchase a sidebar ad.
- Keep Your Advertising Spots Filled-Even If They Aren’t Sold.
Want to know one of my biggest sidebar advertising pet peeves? When people have a big blank box on the sidebar that, instead of being an ad, says “Advertise Here”.
This screams, “My advertising space isn’t valuable enough for people to want to buy so I instead have this big blank box!” That’s not the message you probably want to convey to potential advertisers.
Put the advertise tab in your header that links to your advertising information page and link to this in a small text link underneath your advertising spots, but don’t have a big blank box. If you don’t fill all your advertising spots every month, either replace the empty spots with an affiliate ad or give a free ad to a friend.
How Much Should You Charge?
How you price your advertising will depend upon many factors your blog’s traffic, your blogging niche, where the ad will be placed, how many ad spots you are selling, and the demand. I always encourage people to start out with lowball prices and gradually move up from there.
Advertising is usually priced per thousand page views (CPM), so I suggest starting with $0.50 – $1 per thousand page views and working up from there. This means that if your blog currently gets 10,000 page views per month, you could start out charging something like $10 per month for a small 250×250 sidebar ad that is located near the middle of your sidebar or higher. As your traffic increases and the demand for sidebar advertising increases, you can slowly raise this price.
I’d suggest selling no more than six to eight sidebar ads maximum. If you have too many ads running, their value decreases. It’s easier for you and better for the advertiser if you have a few higher-paying, larger ads on the sidebar than a bunch of small ads all over the place.