Recession Prof Online Advertising: Best Practices
The most popular article I have written so far is titled, Recession and Depression Proof Advertising. So what are the best practices relating to advertising online in a recession? I will discuss five brief points on how to get the most bang for you buck.
First, just as you are receiving pressure to show value in your online advertising efforts keep in mind so are those that are selling media. If sales staff are not able to sell enough inventory they too will look bad. If at first you don’t get the rates that you need push back and if needed, move on to the next source. Chances are if the sales person you spoke to has half a clue they will keep in contact with you. Likewise, you should touch base from time to time to get the latest rates, specifically the latest remnant rates. Rates for many sites will change twice-monthly.
Second, always negotiate. Don’t be afraid to push the ticket, the more you can present an upside to the salesperson, the more they are going to move on the pricing. Again, if they don’t move low enough walk away. There will be more opportunity down the road. There is also a strong chance that if the inventory that you are after is of a large quantity it will be available from multiple sources, often times at a lower rate. You just need to do your research, try using my good friend Google.
Third, the standard rate card is just that, even the standard remnant rate card. If you don’t like the prices, negotiate and then negotiate again. Rate cards only incorporate placements that currently exist, what about proposing a new placement? Chances are if your working with a larger portal this is not going to happen, but for small to mid-size sites or lists, it’s always a possibility. There is a lot of room for creativity here, but often times the inventory can not be negotiated unless you have the muscle, or what’s better know as the spend to justify it.
Forth, reach out to personal relationships. Personally, I am a networking junkie, my profile on LinkedIn is a great place for me to find new contacts, but it’s also a great place to find out about the person I am talking to on the phone and if we have any shared contacts. Another avenue to explore is doing a general search for that person and getting to know what they are potentially interested in, this is perhaps more relevant if your the salesperson pitching to someone else. Regardless the importance of relevancy and a working relationship can not be underestimated.
Fifth, see who else is advertising on the site or list your looking to make a buy on. Check to see if there are a lot of AdWords placements . If you do see a lot of these placements chances are the site is having a difficult time selling their inventory. On the flipside, it could also mean they don’t work direct due to staff/knowledge issues.
If you see a lot of network traffic like advertising.com, Casale media, or Right Media jump links you know they are not getting top dollar for the placements and likewise are not selling out the inventory. This spells opportunity!
So these are only a few techniques to consider using, but they will help to ensure your advertising dollars are as recession prof as they can be. In tomorrow’s post I will discuss how to decipher which links belong to which networks. For example, I mentioned above Right Media’s exchange links, but how do you know it belongs to Right Media or an advertising network at all? This and more tomorrow…
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online advertising is very efficient specially if you advertise your products on the PPC model “”
you can see that there is a massive growth in online advertising these days, google paved the way on ppc ~:”