1. Online Advertising
Sales Tips
Strategy and Tactics

2. Product: Quantity
● The larger the product the better
● More content, more search results
● More search results mean more audience
● Which means more ad inventory
$

3. Product: Interactivity
● User-generated content is low quality
● UGC doesn't attract advertising
● Comments attract spammers
● Calendars attract quality content
● Classifieds attract valuable content
● We want to attract as many classified
submissions as possible

4. Product: Performance
● Speed is a competitive advantage
● Fast sites appeal to both readers and
advertisers
● Fast sites display ads faster
● Fast-loading ads get clicked more often
● We want fast sites

5. Product: Ad Placement
● Well-placed ads get clicks much more often
● But they shouldn't overwhelm the top half of
the page
● 3 ads per page is the maximum
● Prominence delivers results!

6. Product: Sales
What does
that mean
for sales?

7. Product: Ad Placement
● Advertisers will like your site because it:
○ Provides plenty of inventory
○ Offers high-quality local content
○ Loads faster than the competition
○ Gives better placement for ads
○ Delivers higher click rates
○ Is the largest local site with high credibility
○ And of course has the best AEs around!

8. Product: Sales
These are
great selling
points!

9. Marketing
● Audience = inventory
● More audience = more inventory
● Valuable inventory = more revenue
● More revenue makes bosses happy.

10. Marketing: Promotions
● Promotion starts with traditional media and
other well-known sources
● And then:
○ Search engine optimization
○ Email marketing
○ Social media

11. Marketing: Promotions
Many of your social media fans,
likes, subscribers and followers
are advertisers. If they know you
and like you, they are more likely
to listen to you.

12. Marketing: Metrics
Effective marketing results in more of the 3 key
metrics:
● Visits
● Page views
● Unique visitors

13. Product: Sales
These are
great selling
points!

14. Sales: Know Thy Site
Now we translate it into sales using ...

15. Sales: Know Thy Site
The 9 Commandments
of Online Sales

16. Sales: Know Thy Site
1) Know your product better than the
client who also uses it.

17. Sales: Know Thy Site
2) Include the latest audience
numbers whenever possible.

18. Sales: Know Thy Site
3) Understand and review
placements, rate cards and the
difference between CPMs and
sponsorships.

19. Sales: Know Thy Site
4) Remember that online selling is a
consultative sales process. Newbies
are sheep that need gentle nudging.

20. Sales: Know Thy Site
5) Don't be afraid to pitch big
campaigns. Web sites really do land
$100,000 online contracts.

21. Sales: Know Thy Site
6) Don't worry about the nay sayers.
"No" means "not now."

22. Sales: Know Thy Site
7) Stay in regular contact with your
client during the campaign. Track
performance weekly.

23. Sales: Know Thy Site
8) Know that online client retention
rates can be strong -- 60% and
higher.

24. Sales: Know Thy Site
9) And
finally ...

25. Sales: Know Thy Site