Website advertising guidelines
Many of our clients are using space on their websites for sponsorship ads in order to help offset website costs and increase revenue. This works particularly well for associations and non-profits who see the value in partnering with sponsors.
One question I get a lot is, "how much do I charge for ad space?" The short answer is, "whatever you want." However, there are a few guidelines that may help.
First off, the value of sponsorship space is based on traffic, just like TV commercials. It costs a lot more to run a commercial during the Super Bowl than it does to run one during an afternoon soap opera. The same principle applies to your website. If you are not getting much traffic yet, them you will not be able to charge much for the ad space. However, if you can demonstrate that you get lots of traffic to your website on a regular basis, you can charge more. Google Analytics will help you with this.
Next, you will want to decide if you want to charge per impression, per month, or per click. Per impression means that the advertising fee is based on how many times the ad is displayed, whether someone clicks on it or not. Per month is pretty simple: a monthly fee is charged and the ad runs in the rotation all month. Per click is a model in which blocks of clicks are sold, which means that a fee is only charged based on how many times the ad is clicked on and the visitor is taken to the sponsor's website.
The Pay Per Click model is the same model that Google uses in it's advertising campaigns (called AdWords). It tends to be the most fair because the sponsor is only paying for direct leads.
I've seen varying pricing for all three models. Some websites will charge $1 per click to keep it simple at first, and then as demand increases that fee will go up. Others charge anywhere from $50/month to $200/month based on website traffic. Hundreds of visitors per day might put you at the lower end of the spectrum while thousands of visitors per day would put you at the higher end.
The bottom line is, don't be afraid to experiment and monitor demand. Try starting out with $1 per click and sell in blocks of 100. Then, as you get more sponsors, gradually raise the rate until you find a good balance point.
As long your sponsors are getting leads and you are getting paid, everybody is winning.
Website advertising is a great way for a non-profit to create a new revenue stream and create partnerships with sponsors. If you have any question about how to go about doing this, don't hesitate to contact us.
Tags
blog comments powered by Disqus
Register for our Next Webinar
Strategic Content Marketing
Free On-demand Webinar
Tags
"We finally found someone who took our business as seriously as we do. Thank you, SpinWeb!"- June Kramer, Midwest Metal Fabrication and Custom Rolling
"All of you have done a tremendous job on the design/layout of the site... I can't even imagine using any other team for this project... you guys knocked it out of the park!"- Chris Dellen, MBA, Communications Products, Inc.
"Superb design plus great processes give SpinWeb the ability to deliver websites on time and on budget. These guys are great, highly recommended!"- Mark Zeitler, Accrisoft Corporation
"I'm glad I had the foresight to choose SpinWeb. I say that because I'm older and consider myself a dinosaur with this new technology. With the help of SpinWeb, I now have a better way to market myself. I'm more effective at attracting new patients and I'm able to educate people via our website."- Stephen J. Gant, DDS, Yorktown Family Dentistry
"Thank you so much for our new website! Your team has been incredible and very impressive to work with. You answer questions quickly and your team of experts solves problems or issues in a way that I have never experienced before. I have been part of another company that launched a new website, and it was such a headache, but this process has been seamless with you!"- Rachel Kimmell, WestPoint Financial Group
"We had a customer come in today for an estimate. Her comment to me was… 'Wow, whoever designed your website did an outstanding job!' She then told me that was a deciding factor on where to get her car repaired."- Ted McClintic, Church Brothers Collision Repair
"On behalf of the AMTA-WI Chapter Board of Directors I would like to thank you for a most informative and entertaining presentation. I learned much more than I expected and your presentation far exceeded my expectations. It is my hope we can have you back another time once we get things rolling."- Kay Peterson, AMTA-WI Chapter
""There is no company out there like SpinWeb. I'm loving the blueprint process with them and so excited about the new site. Great people.""- Sara Romanowski, Muncie Public Library (view original tweet)
"I cannot thank you enough for the quick turn around time in getting back to me when I have a question or concern. That service is invaluable to me - along with so many other services you provide."- Amy Kitchen, Johnson County Public Library
"FYI, Chris Antoine from SpinWeb is pretty awesome."- Allissa Haines, AMTA-Massachusetts Chapter (view original tweet)
"SpinWeb support ninjas strike again! Ridiculously amazing customer and technical support. Seriously. Thanks!"- Amanda Cook, CHPA (view original tweet)
"Since we have launched our newly designed website, we have been receiving more feedback from clients, potential clients and community members. Thanks again Spinweb for all of your great ideas, hard work and wonderful partnership!"- Brittani Richards, Horizon Convention Center
"SpinWeb simply makes managing your own website easy. Not only is the management software user-friendly, but it provides real time access to data which is vital to our sports business. We’ve been able to increase our sales, further strengthen the image of our brand, and grow other online resources through the website created by SpinWeb. SpinWeb provides a simple and affordable option to website development and management. With user-friendly software, real time access, archive libraries, and immediate execution, SpinWeb has provided us with a key component to our sport business that generates revenue."- Justin Hart, Indiana Ice
"Nap Gladu contacted SpinWeb seeking help in updating our existing website. Our website was very stale and did not reflect the image that we wanted for our company. We met with SpinWeb, laid out a plan and SpinWeb took it from there. We now have a website that is the most impressive in our industry with the image that our company wants. We have the ability to update our site on demand and have the tools to track the visitors to our site. The team at SpinWeb was great to work with...very professional!"- Holly Mundy, Nap Gladu
"I have worked on several web and digital projects in my career, and this one was one of the best."- Jeffrey W. Owen, Full-Fill Industries
"Since redesigning our web presence with SpinWeb, we have noticed an increase in our online contributions."- Jean Crosby, The Community Foundation of Muncie and Delaware County
"Thank you for the great experience with the Silver Companies website development. Your team was efficient, helpful, and a pleasure to work with. I will definitely pass your company on to prospective businesses in need of website development/work."- Justin Steill, Silver Companies
"The SpinWeb Team has performed at an exceptional level and I continue to boast of our success is due to the creativity of SpinWeb."- Fred Nichols, Astbury Environmental Engineering
"Since we have launched our newly designed website, we have been receiving more feedback from clients, potential clients and community members. Thanks again Spinweb for all of your great ideas, hard work and wonderful partnership!"- Courtney Anderson, Fishers Pediatric Dentistry
"SpinWeb is the essence of talent and professionalism."- Megan Hoover, Hillcroft Services
"SpinWeb makes my job SO EASY! Love them!"- Teresa Russel, Church Brothers Collision Repair