7 things not to do when you look for advertisers online

Here are a few things which one should not do when you start selling ads directly.

1. Faking is bad: When giving out traffic details, DO NOT inflate them. Your client might find it out from your alexa ranking, activity on site or so many other independent rating agencies. Even if he does not, he will get to know the truth once he becomes your advertiser. Not a very good position to be in.

2. Waiting for the best: If you are looking for an eatery along the highway, chances are you’d stop at one which already has a line of cars parked in front of it bypassing the one which is stranded. Same is true here too; any new advertiser who comes to your site and sees nobody else around will not buy. Do not be rigid about the pricing if you have absolutely no advertising. Something is better than nothing, more so here. So sell some ads at low prices to start with.

3. First impression: DO NOT pitch your website for advertising if it’s not in good shape. Better put in more work, make it presentable. An unimpressed customer is an opportunity lost for life time. He may never ever come back to you.

4. Negotiations: This is not a strict DO NOT, but wherever possible, do not quote a figure for advertising where the prices are not fixed, and for customized proposals. Over the years I have seen, when the advertiser comes up with a figure, it’s usually more than what you’d have sold it for, and secondly you’d be the one who’d start negotiations even if it’s lower than what you’d have expected.

5. Long term agreements: DO NOT enter into very long term agreements with advertisers if you feel your site is growing in terms of traffic, which I am sure, each one of us does. If you have to, then have an escalation clause added to the agreement.

6. Click your ads: It’s quite obvious, but just to impress upon it more, DO NOT try to generate clicks for the advertisers by clicking your own ads, or telling your friends to do so. Advertiser is paying money to generate leads, or sell his product. If the money he spends with you does not convert for him, he will not be there with you for long.

7. Sell it forget it: Keep in touch with your present and past advertisers, and keep them posted on your traffic details/demographics, or any new sites/sections that you’ve added to your network. Over the years, you will have a good database of advertisers you can sell your inventory to. This is an excellent platform where you can push your new projects easily, thanks to the credibility you have due to the business you've already done with these advertisers.

I have tried to summarize most of the things one should watch out for when selling ads directly. Tell me what you think, or I have missed something. Share with us if you have more ideas on this.

Happy Selling!