How advertising works on web pages. Discover how to sell and earn!

There are more and more media and web pages that are beginning to have considerable traffic and want to monetize this audience, that is, earn money thanks to the insertion of advertising formats in the portal. For this reason, in this article I want to show you how advertising works on web pages, how to sell and how much you earn.

“How can I “sell” my website?” If you have considered monetizing your page, the option of placing web advertising to obtain passive income with little effort has surely crossed your mind. But it’s essential to know what to expect and have realistic expectations. Therefore, in this article we explain how to price advertising on your website, what advertising formats exist and who can help you market your website with advertising.

Put a price on advertising on your website

If you want to launch yourself into the web advertising market, the first thing you will need will be Realistically assess the potential income of your page. And I especially emphasize “realistic”: although we have all heard stories like that of the Australian Darren Rowse, who obtained $250,000 in income from his blogs in 2007, the truth is that few websites obtain truly relevant income in this way. Additionally, it’s worth remembering that web advertising should not be your only source of monetization, as it relies heavily on third parties (such as Google’s AdSense program) and a change in their policies could wipe out your income.

Having said this, there are two things you should calculate to assess the potential income from your website:

  • How much traffic do you generate? Here you should not rely exclusively on your Analytics data: you will need to use third-party platforms such as Nielsen, Omniture or ComsCore to have an authorized number of unique visitors.
  • How much is the traffic you get worth? It’s not just about quantity, it’s also about quality. And general traffic is not the same as segmented traffic. If you manage to focus on a specific niche and can demonstrate it with statistics, it will be easier to sell your website to advertisers in that sector.

With these two pieces of information, you will be much better prepared to estimate the value of advertising on your website. There are several types of prices, but the most common are the cost per click (CPC), the cost per thousand impressions (CPM) and the cost per lead (CPL). For example, if your cost per thousand is two euros and an advertiser contracts 100,000 impressions, you will receive 200 euros when you manage to show the ad to your visitors 100,000 times.

Once your campaign is launched, you can follow these tips to maximize your income:

  • Work on SEO. Although it seems obvious, it never hurts to remember: the higher you rank in Google results, the more visits you will receive and therefore, the more income you will be able to generate.
  • Try different formats. According to Google data, the most popular ads are those located in 336×280 and 300×250 rectangles and in 160×600 skycrapers… but each web page is different. Research with different formats and measure the results to achieve the highest possible profitability.
  • Take care of the placement of your ads. Users do not pay the same attention to the entire website, so there are better and worse places to place ads. In general, they will be more visible if they are at the top of the page and near useful content or navigation aids. If you have questions about where to place them, you can look for a specialized tool to generate heat maps and see which areas are the most popular.
  • Be careful with the colors! The idea is that the ads integrate harmoniously into the web, not that they are perceived as something strange. If necessary, look for color configuration options so that they integrate as much as possible.

What advertising formats exist?

According to the IAB (Internet Advertising Bureau), these are the different available web advertising formats:

  • Integrated standard formats (with fixed position on the page):
    • Robapages / Medium rectangle 300×250
    • Robapages / Square 300×300
    • Robapages / Splitscreen 300×600
    • Banner 468×60
    • Half banner / Half banner 234×60
    • Half banner / Half banner 234×90
    • Megabanner 728×90
    • Megabanner (+)900*x90 (*depends on support)
    • Skyscraper / Skyscraper 120×600
  • Special formats:
    • Expandable: integrated formats that have the capacity to gain screen through a second format called panel.
      • Robapages / Medium rectangle 300×250
      • Robapages / Square 300×300
      • Banner 468×60
      • Half banner / Half banner 234×60
      • Megabanner 728×90
      • Skyscraper / Skyscraper 120×600
    • Floating: formats that do not have a fixed position on the page.
      • Interstitial 800×600
      • Layer 400×400
    • Rising stars:
      • Billboard 900×250
      • Filmstrip 5 segments 300×600 (300×3000)
      • Portrait 300×1050
      • Slider 950×90 (Expandable up to 950×550)
      • Sidekick 300×250 (Expandable up to 850×700 by moving the editorial content to the left)
      • Pushdown 970×90 (Expandable up to 970×415)

As you can see, there is a whole world of options at your disposal, so choosing one or the other will depend on the advertiser’s requirements and the available space on your website. Always keeping in mind not to saturate the available space, since this generates a bad impression on the user and the loss of quality of the visit would counteract the possible benefits of placing more advertising. Also remember that there are advertising providers specialized in video and mobile.

Who can help you market your website with advertising?

If what you are looking for is to generate passive income through banners, without a doubt your first option is Google AdWords and its AdSense website ad sales program. But there are also many other more modest-sized options: Smowtion, Infolinks, Chitika, Yahoo… you can even search for Spanish providers.

On the other hand, advertising on web pages is not the only way to monetize your site. There are other options such as content marketingwhich is based on selling the influence of your online medium and your writing ability through sponsored posts, product reviews, etc.

We hope that this post has served as an introduction to placing advertising on your web pages. One last piece of advice: if you want your monetization strategy to work, focus on creating quality content and always remember that web advertising is a long-term investment. Luck!