Engaging in new business with adult webmasters requires more than just targeted placement of advertising. A complete marketing plan from intelligent concepts and incentives to reputation building and direct networking is required.
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"Challenge of advertising to webmasters is often deciding on the balance between demonstrating a presence, branding and direct performance." |
When new products, programs, and services are introduced to the adult business to business world, tools and opportunities that provide both solutions and more revenue or traffic for webmasters, they propel the future and growth of our industry as a whole.
Yet with so much competition for what is a limited pool of potential partners or clients, advertising becomes a challenge of repetition and longevity to create an impact for long term partner retention, as well as a staple for new businesses.
The challenge of advertising to webmasters is often deciding on the balance between demonstrating a presence, branding and direct performance on either traffic delivered or new business generated (signups/sales/leads). There are four primary benchmarks advertisers look at to judge the performance or success of an advertising campaign or publisher.
Primarily used for branding, advertising decision based on CPM (cost per 1,000 impressions) mostly come in the form of network banner advertising, pop-up/pop-under ads, and co-branding (sponsoring) or buying signature placement advertising.
Simply put, advertising designed to create a presence and deliver repetition and at-a-glance program recognition. Given the targeted placement of adult webmaster advertising, the CPM can run between 12-18$ per 1,000 impressions.
Price negotiations and placement decisions are key factors to improving cost numbers for CPM results, however most webmaster targeted advertising is not sold on a CPM basis. Therefore, this number is one used for judging the performance of your branding efforts after the ad space has been purchased.
Important in making decisions based on traffic generation, the cost per click number can give you a direct comparison for how much traffic you are getting for your advertising dollar. Since most industry ad space is sold on a cost per month basis, the CPC number allows you to identify just how much you are paying per click. Since some banners convert impressions to clicks better than others, it is important to realize the responsibly of this performance benchmark is shared by both advertiser and publisher.
By taking the cost spent per month and dividing it by the amount of clicks received in a month, one can identify exactly how much they are paying per click. Again price negotiations, designing a good banner campaign, and choosing appropriate placements are all important elements an advertiser can use to improve this benchmark number.
On average, adult webmaster traffic will run between $1.40 and $2.20 per click, which the average around $1.80 over the past few years. However, it is also important to understand that DEMAND for what you are promoting is just as important in deciding what performance benchmark is satisfying for your advertising goals.
Perhaps one of the toughest numbers to justify or determine the success of any type of advertising campaign is the cost per acquisition (CPA) or cost per signup/lead/sale.
Depending on your business model and personal preference, this number can be determined a number of ways, starting with the definition of "acquisition".
For example, an advertising affiliate program may look at the cost spent per month divided by the total number of signups, the number of signups that sent traffic or only the number of affiliate signups that have sent at least one sale.
A services related firm may look at the number of new leads generated or sales/new business that result from a cost analysis. This number is best viewed from a global perspective, a $10,000 industry wide campaign per month that results in 100 new signups, gives you a CPA of $100. Then by identifying per publisher campaign trouble spots, decisions can be made to rotate to a new publisher or further tweak both price points and positions, as well as creatives.
These additional multifaceted elements of advertising to webmasters brings us to active advertisers that utilize press releases, articles, special or seasonal promotional campaigns, event sponsorships, message board contests and promotions, and webmaster radio. These are just a few examples of how any company looking to target adult webmaster traffic can put themselves in the forefront and make an effort to supplement and help improve the performance of all their industry related advertising.
Regardless of your goals and how you prefer to measure the success of your advertising efforts, it's important to understand the benefit and value of each benchmark type. Knowing that it takes more than simply flying a banner and waiting for new business to start pouring in is important.
With proper planning and rooted performance expectations a marketer or business owner can be prepared to know not only what kind of changes can be made to help improve the success of the campaign, one better knows how these benchmarks relate to your goals and can help one make direct decisions that will help keep that market presence longer lasting.
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