Five reasons an advertiser might no longer want to advertise on your website
Landing several good advertisers is a great way to monetize your website, but they will only stay if they feel as though advertising with you is beneficial for their business. Most companies have a limited marketing budget. This means they will very quickly pull their ads and move elsewhere if all their needs are not being fulfilled. If you are finding that you are losing advertisers, you may need to look at your business model to see what it is that is driving them away. Rather than just letting them go, it is imperative that you have a discussion with them to see what it is that is making them leave. It is likely to be for one of the following five reasons:
Online advertising pricing varies from site to site and is highly competitive. Newer websites, especially, will provide low introductory rates on their available ad space to help them get started. In order to set your advertising price, you need to understand and continuously update with information about your competitors, their pricing and your audience. If your competitors' ad rates have decreased significantly, you may face a hard decision with respect to your own pricing. Do not drop your prices prematurely before analyzing various competitors prices, their reputation, and the quality of their advertisers.
Advertisers only want traffic that is delivered organically and which brings quality visitors with genuine interest in what they have to offer. If advertisers get a sense and have supporting data that the clicks have been in some way manipulated or achieved using a bot, advertisers will quickly and rightfully pull their ads. Therefore, it is in your best interest to make sure your traffic is real and of high quality. It is hence important that you do your best to block bots and automated programs from manipulating any ad metrics.
Low Quality Audience
Even if you are sending many visitors to the advertiser from your website, it does no good if none of those folks are buying. There are a variety of reasons this may be happening, with one of the most common reasons being that the target demographic of the advertiser is not well represented on your site. In this case, there is nothing wrong with your site, it is simply in the best interest of the advertiser to choose a website that is more suitable for their demographic needs. Alternatively, you can find a way to segment your site into multiple areas, each with distinctive audience that benefits the right advertisers.
Lack of Data
When choosing an ad server for your site, it is important that you select one that delivers a comprehensive set of reports. It can be hard for advertisers to know how people view and interact with their ads or what/where people are coming from your site if they do not have access to detailed data. With available metrics and reports, you and your advertisers can monitor and identify ad serving patterns that can be optimized to increase click-thru rate or to generate more revenue.
Customer Service Issues
If you have the budget and the manpower, it is always good to have a customer service representative to answer any and all questions addressed by new and existing advertisers. If you cannot afford a customer service person, you need to make sure that you are on top of these advertiser questions. If they are not answered in a timely fashion, the advertiser might take their business elsewhere.