Five ideas for publishers to help their advertisers
If your goal is to land advertisers and keep them coming back for more, you need to be able to deliver outstanding customer service. The fact of the matter is that advertisers essentially have unlimited choices available to them for online advertising because there are sure to be countless publishers out there looking to sell space on their websites. It’s easy to become lost in a very big crowd as a publisher, which is why you need to deliver service that will make an advertiser sits up and takes notice. Listed below are 5 things that you can do to help advertisers place ads and keep doing so with you into the future:
Make ad ordering and re-ordering easy
The quicker an ad is placed, the faster both you and the advertiser will be making money. In order for things to go smoothly, you need to have an effective ad serving system in place that helps ensure incoming ads get approved and placed as quickly as possible. One option is to use a self-service advertising system and be sure that you are available to respond to inquiries, emails and messages as quickly as possible.
Help with ad ideas, design and production
Not every advertiser is going to approach you with a banner or marketing idea ready to go. If they are new, they may well be looking to you for help, as you should know exactly which types of ads will appeal to the regular visitors on your site. Be willing to provide ideas or help advertisers tweak their ad copy and you will find that they will be more willing to do business with you, now and in the future. Cultivating long term relationships is more important than churning through available leads as fast as possible.
Offer flexible payment options
Advertisers only have a finite amount of money to spend, and tend to be a little less willing to place ads with publishers who are not flexible when it comes to payment options. It’s always a good idea to have several different pricing models in place, and to also allow advertisers a little extra time to pay if they ever need that option. The more options you offer, the more likely they will find something that fits their budget and schedule.
Use a reliable ad server
One of the easiest ways to create multiple pricing models and deliver in-depth data for advertisers is to employ the services of a reliable and powerful ad server
. This tends to be a huge selling point, as it makes it easy for the advertiser to trust the data and to be able to log in and get reports in real time whenever they want to check out how their ads are performing.
Deal with issues quickly
Nothing will sour the advertiser-publisher relationship faster than delays in dealing with technical, billing, or administrative issues. Rather than waiting for issues to arrive, we suggest getting proactive and making sure that things are always running as they should be. You can send strategic and automated followups, double-check ad tags, verify landing page, monitor ad reports. Nipping potential issues in the bud is easier and less stressful than having to deal with sudden problems that could have been avoided had you simply kept your eyes on the ball.