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Considerations When Purchasing Advertising

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Before you sign on the dotted line to purchase advertising, there are a few things you should consider:

  • How closely aligned to your site is the target market of the site you want to advertise on?
  • How many sites are there like the one you are considering advertising on? Are there other sites you could use to reach the same audience?
  • What size ads are allowed? Generally, the larger the ad, the more it costs.
  • How many ads are on each page? The more ads on a page, the lower the click-through rate for any particular ad on that page. Generally, the more ads on a page, the lower the price per ad.
  • Where on the page will your ad appear? Top? Bottom? Side? Above the fold or below?
  • What ad rotation system is being used? Is there a comprehensive program that automatically profiles the visitors and provides the best
    ad? The more targeted the audience, the more expensive the ad; these profiling systems can provide ads to a very targeted audience.
  • What are the site’s competitors charging?
  • Does the site have a sliding-scale ad rate?

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