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How to Get Companies to Purchase Advertising Space on Your Blog

By Holly Reisem Hanna

Recently I ran a survey asking readers what types of topics they wanted more information on, and “how to make money with your blog” was a popular theme. It seems like it would be easy enough – place some ads on your blog and watch the money roll in, right?

Unfortunately, securing advertisers is not as easy as 1-2-3. For potential companies to even consider advertising on your blog, you will need to have the right target audience and LOTS and LOTS of traffic!

So before you even try to get companies to advertise on your blog, you need to create focused, quality content that will attract readers, but you will also need to post regularly so that readers continue to visit your site. To start tracking the number of visitors that you are receiving, you will want to install some sort of site analytics on your blog. The most popular is Google Analytics but you can also get traffic stats from your web hosting company or you can use some free traffic metric sites like Alexa, Cubestat or Peekstats.

Once you have some decent numbers, you will want to clearly indicate that you accept advertising on your blog; you will also need to have a design that allows you to place ads. On your advertising page you will want to let potential advertisers know why they should advertise on your site; do you have an award winning blog, good stats, and testimonials from previous advertisers – what does your audience look like, this is all information that potential advertisers will want to know. You will also want to include information about the ads, do they rotate, where are they located and what size ads do you accept.

Pricing will be another area that you will need to address. Are you going to charge on a CPM model where advertising is bought on the basis of impression- Example: 125 X 125 ad @ $5CPM for a site with 200,000 impressions a month = $1,000. Or will you use a Period Purchase Model where ads are purchased on a fixed price point. Example: 125 x 125 ad for $99.00 for 30 days. Once you have decided on which model you will use, you’ll need to figure out how much to charge, a good way to do this is to find other blogs in your niche and see what they are charging for ad space.

Now that you have all of the basics in place it’s time to find potential advertisers. One easy way to do this is to do a Google search for keywords that relate to your blog and target niche. Once you have found some companies that you would like to work with, send them an introductory email with your direct advertising marketing package.  Maki from Dosh Dosh has a fabulous post on how to create a direct ad marketing package. With this step, make sure that you have thoroughly done your research, find a contact name, and understand the company’s products, services and mission, and make sure it aligns with your own.  Make sure you send a follow-up email to ensure that your message has been received.

Another way to find potential advertisers is to search for companies who are already advertising on sites that are similar to yours. You can also do a Google search for your specific keywords and click on the sponsored links on the right hand side on the search results – these are companies who are paying Google for PPC advertising and there is a good chance they will want to advertise with you too.

Sound like a lot of work? It can be.  Maybe you just don’t have the time to search for advertisers. Well there is good news, selling your own ads is not the only way to generate income from advertising on your blog, instead you can decide to work with an ad network.

Because ad networks are doing all of the leg work in securing sponsors, your cut of the pie will be smaller than if you were selling the ads directly yourself.  However because ad networks have name recognition and strength behind their brand, they tend to work with larger companies, who would have been out of reach for the independent blogger trying to secure them as a sponsor.

Here are some of the main advertising networks that you can work with:

  • Adblade – They only evaluate publishers that generate over 500,000 page views a month.
  • BlogHer Publishing Network – Not currently accepting new publishers, but you can sign up to be on their waiting list.
  • Burst Media – Based in the UK.
  • Buzz Logic Media Partners – Works with companies like HP, Sprout, Starbucks and HBO.
  • CozyCot Network – The ad network by women for women.
  • Fairfax Digital Network – Focuses on Life & Style, Small Business, Digital Life and Baby.
  • Federated Media – Only accepts the best, Heather Armstrong’s Dooce is represented by Federated Media. However you can fill out their online contact submission form, it can’t hurt.
  • Glam Media- Focuses on lifestyle, cooking, design, fashion, beauty, or other topics primarily geared toward men and women.
  • Google Adsense – Probably one of the most popular ad networks out there, Google allows publishers to place both text and image ad on their blogs. With this network you will be paid per click (PPC). I know that Darren Rowse of Problogger makes a good amount using Google Adsense, so don’t rule it out.
  • Gorilla Nation – Rated up there with Federated Media, Gorilla Nation requires all Publisher Partners to have a minimum of 1 million page views per month.
  • HotChalk Media Group – Focuses on educational publishers.
  • JuiceBoxJungle Ad Network – Not currently taking new applicants, however they offer a new affiliate program called Juice in the City.
  • Lifetime Moms Affiliate Network – Says it can take up to 6 weeks for a response.
  • Martha’s Circle – Martha Stewart’s ad network works with top lifestyle blogs & websites.
  • Momlogic Network – Deals with mom centric blogs.
  • Real Girls Media – Not currently accepting new publishers. Works with sites like Divine Caroline.
  • Sustain Lane Green Ad Network – Featuring high-quality, original content covering Lifestyles of Health and Sustainability.
  • Yahoo Publisher Network – With Yahoo you can place text ads that are relevant to your content and you will be paid PPC.

Do you sell advertising on your blog? What has worked well for you?

Related Articles:

Want to Take Your Blog to The Next Level? Learn More in Blogging Success: Tips for Creating Content, Getting Traffic and Monetizing Your Blog.

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8 Responses to “How to Get Companies to Purchase Advertising Space on Your Blog”

  1. 1
    Jennifer Donogh says:

    Fabulous post Holly! Ovaleye loves advertising with The Work at Home Woman, because you run your blog as a business. We are spoiled by you and that is why we have continued to advertise. Watch what Holly does- she is a fantastic role model for keeping her advertisers happy!

  2. 2
    Louis says:

    Holly.

    I lot of good ideas, thanks, but how could get advertisers for something like this.

    http://www.theadvertisingrace.com

    it’s possible contact advertisers that have sponsored links on google?.

  3. 3
    dave says:

    Love some topics on real estate, especially in the UK.

  4. 4
    Cacey says:

    This is great information. I recently started my blog http://www.southerngracelife.com if you have any advice I would love to hear from you. Thanks!!

  5. 5

    Hi Holly!

    Do you happen to have an article (or can recommend) about how to go about buying ad space?

    Best practices, tips, what to consider (beyond stats)..

    thx, darlene :)

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