This is it! The last article about Blog World Expo 2008! I know I’ve been inundating you with information from that conference, but it was really amazing. How could I not share that with you?
Panel: How to Sell Direct Advertising on Your Blog
Panelists: Steve Hall, David Peralty, Wendy Piersall, Dave Taylor, Lynn Truong
The first thing the panelists did was define the basic jargon of online advertising.
- CPM: Cost per thousand. (M is the Roman numeral for one thousand.)
- Inventory: How much you can sell. If you have 10,000 page views and 4 ad spots, you have 40,000 units to sell.
- Geo-Target: The ability to target your advertising to a specific zip code, state, or region.
- CTR: Click-through. (The number of times a reader clicks on the ad to go to the ad’s site.)
- CR: Conversion ratio. (The number of impression, the number of clicks, the number of sales.)
- IO: Insertion Order. The insertion order is what your advertiser is buying–clicks, page views, etc. The ability to sell a certain ad to run at a certain time with a certain number of page views.
- ROS: Run of Site. ROS is when one advertiser buys all your inventory.
When you are selling your ad space directly to advertisers, everything is about perceived value. In order to show your potential advertisers the perceived value of your site, you need to have some statistics to show them.
- Readership Survey: Find out who is reading your site and determine the demographic you’re reaching. Quantcast and Google Analytics are good tools for this.
- Put your advertising information on your site. Although there are pros and cons to this approach, most of the panelists felt having the information readily available (without the extra step of e-mailing your a request) is the best strategy. Anything you can do to make it easy for advertisers to buy ad space on your site is a good thing. If you choose to list your statistic and buying information on your site, be sure you are updating it at regular intervals.
This post made possible by Posh Mama, NewBaby.com, Adoptic.com, and Blog World and New Media Expo.
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Thanks for the informations and it is never to much of that kind of stuff.
Love the new layout–and always, plenty of blogging treasures to discover here!
Blessings!