Direct site media buying is one of the highest ROI advertising methods online. It is simply buying banner ads and text links on high-traffic websites and forums and sending them to affiliate offers. There are a lot of misconceptions about display advertising, mostly that users have “banner blindness” and ignore ads on websites. In fact, the opposite is true, and smart affiliates are capitalizing on direct site media buying without having to spend $10k with a traditional display ad network. You also can avoid most of the restrictions that ad networks like Google and Facebook impose on their advertisers. Here’s how to get started promoting Intela’s offers with direct site media buying.
Step 1: Pick Your Offer
You’ll be able to find an offer easily by logging in to our platform and searching offers by vertical and payout. With direct site media buying, you can target the vertical of your choice, simply because their are tens of thousands of high-traffic websites in every niche. However, if you are just starting out, we suggest picking an offer that has an easily definable demographic. For example, a “beauty” offer would mostly target women between 18-49. However, as you build up your portfolio of banner placements, you can branch out and challenge yourself to find traffic for an offer with a less definable demographic.
Step 2: Select The Websites
There are two ways to find websites to advertise on.
a) Search Google for websites that rank well for the keywords you’re targeting.
b) Use Quantcast or Google Adplanner to find websites that target your demographic. For example, a fashion website targeting women in their 20?s would be a great place to advertise a fat loss or beauty product.
When you find a high-traffic site, look for contact details or an “Advertise With Us” page. If you can’t see their details on their site, do a “Whois” search and jot down their contact details so you can follow up with them.
Golden Rule: Always remember to check the website’s traffic levels on Alexa. While Alexa is not always 100% accurate, it will give you a clear picture of how much traffic the site gets on a monthly basis. and you can also see whether the traffic is dropping or climbing.
Step 3: Contact The Webmasters
By now, you should have found contact details of the websites you want to target. Email them with a professional request to buy traffic on a flat-rate basis. Not all website owners will reply right away, and that’s why you should always have at least 20-30 sites to contact and always be on the lookout for new places to advertise. When you actually do make contact, enquire about their traffic levels, pricing, placements and availability. Ideally, you should always aim to buy flat-rate priced placements (not CPM) that are “above the fold”, so the user doesn’t have to scroll to see your ad. You should always try to start with a 48-hour test. If the banner placement is $500 per month, calculate the cost for 48 hours ($33) and offer them a few bucks more ($40). Once you see that the traffic converts, pay the remaining amount to the website owner. Depending on the website, you can always negotiate for better rates over time.
Step 4: Optimize
Once you have your ad running, you need to focus on optimizing your campaign for the highest eCPM. We recommend that you rotate your banners, landing pages and offers until you reach the highest eCPM. To do this easily, you need an adserver, which will allow you to rotate creatives and optimize your campaigns scientifically. When it comes to banners, the rule is that they shouldn’t be boring! Be bold with your copy and design. A recommended resource to get ideas as to what banners are running successfully on the display ad networks is a site called WhatRunsWhere (see resources). However, an ugly banner put together in Photoshop or MS Paint can sometimes out-perform a professionally-designed banner!
Overall, direct site media buying (if bought on a flat-rate) can be extremely profitable. The advantages of this method are that you have direct relationships with several high-traffic website owners, you can start on a relatively small budget, and you’ve effectively cut out the middle man (the ad networks). Once you have a few placements running, it can be a very stable source of traffic since you’re not competing with other affiliates and have diversified your risk.
Direct Site Media Buying Resources:
- Google Adplanner
- 20 Dollar Banners