Once a direct advertising program is up and running, advertisers start contacting you. At the beginning, though, you have to find them yourself. Don't be discouraged by early refusals. If your site meets the basic requirements, sooner or later someone will try a campaign.
Where to look
- Sites that link to you. A company that links to your articles or lists you in its resources is probably open to advertising. Keep track of incoming links.
- People who comment or email. If a commenter works for a company that fits your audience, start a conversation.
- AdWords advertisers. Search keywords related to your topic and note who buys sponsored links. A company already paying Google is open to other channels. Check the advertisers in ad units on related sites too.
- Other networks. Google is the biggest network, but advertisers on Bing, Yahoo, AOL and email networks are also prospects.
- Banner advertisers on similar sites. Whoever buys banners on your competitors could buy on your site.
The most active buyers in sports and gaming
If your site covers sports, games or entertainment, online casinos and sportsbooks are some of the most active direct buyers on the internet. Most run affiliate programs with dedicated managers whose job is to find new publishers, so they are easy to reach. They buy banners, sponsored reviews, odds widgets and links inside articles, and they often pay more than networks because they track exactly how many players each site sends. Check that the operator is licensed for your audience's country, and ask about both flat-fee and commission deals. Read revenue share vs CPA before you negotiate.
Before you pitch
- Prepare a one-page media kit: traffic, countries, audience and placements.
- Set a price per placement, or a CPM, using our guide on calculating CPM.
- Offer a short trial campaign to new advertisers.
