Direct ad sales is hard work

In my work as an online advertising consultant, I often help site owners and publishers with their online advertising programs. The objective is usually to optimize or maximize ad revenue, or to reduce the costs involved in operating the advertising. And very often...

How to create effective banner ads

It’s often said that site visitors are developing something called ‘banner blindness’. After a while, it’s said, you just don’t see the ads anymore. Perhaps that’s the reason why banners are not always getting the creative attention...

Selling advertising in a downturn (part 3)

Measuring cost per action advertising In the first article in this series, I suggested changing the pricing of advertising campaigns based on impressions to pricing them based on the number of clicks. And in the second article, I went a little bit further and argued...

Selling advertising in a downturn (part 2)

Moving to cost per action advertising In the first article in this series, I discussed switching from CPM to CPC campaigns (see that article for an explanation of these terms). In this second article, I’ll go one step further than just getting paid for clicks, by...

Selling advertising in a downturn (part 1)

Switching from pay per view to pay per click In the past few weeks, I’ve talked to a number of publishers who had a remarkably similar story: advertisers are starting to cut their ad budgets, and as a result site owners see their ad revenue decline. Whether or not it...