Online ad sales best practices
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Online AdvertisingSales TipsStrategy and Tactics
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Product: Quantity● The larger the product the better● More content, more search results● More search results mean more audience● Which means more ad inventory
$
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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
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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
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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!
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Product: Sales
What does that mean for sales?
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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!
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Product: Sales
These are great selling
points!
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Marketing● Audience = inventory● More audience = more inventory● Valuable inventory = more revenue● More revenue makes bosses happy.
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Marketing: Promotions● Promotion starts with traditional media and
other well-known sources● And then:
○ Search engine optimization○ Email marketing○ Social media
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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.
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Marketing: MetricsEffective marketing results in more of the 3 key metrics:● Visits● Page views● Unique visitors
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Product: Sales
These are great selling
points!
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Sales: Know Thy Site
Now we translate it into sales using ...
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Sales: Know Thy Site
The 9 Commandmentsof Online Sales
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Sales: Know Thy Site
1) Know your product better than the client who also uses it.
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Sales: Know Thy Site
2) Include the latest audience numbers whenever possible.
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Sales: Know Thy Site
3) Understand and review placements, rate cards and the difference between CPMs and
sponsorships.
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Sales: Know Thy Site
4) Remember that online selling is a consultative sales process. Newbies are sheep that need gentle nudging.
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Sales: Know Thy Site
5) Don't be afraid to pitch big campaigns. Web sites really do land
$100,000 online contracts.
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Sales: Know Thy Site
6) Don't worry about the nay sayers. "No" means "not now."
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Sales: Know Thy Site
7) Stay in regular contact with your client during the campaign. Track
performance weekly.
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Sales: Know Thy Site
8) Know that online client retention rates can be strong -- 60% and
higher.
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Sales: Know Thy Site
9) And finally ...
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Sales: Know Thy Site