How much is a banner ad worth on my site ?

[scrawnybob]

hi all

I have been approached by a poker site who want pricing on having an ad banner on http://www.4kingpoker.com

I've had this before when really they just want you as an affiliate ( I dont want to take on more sites for the moment)

but if they are genuinely interested how much / how do I value a banner - this is for a real money poker site

eg. 468x120 sitewide at the bottom per month ?

any suggestions would be really useful

cheers scrawnybob

[PPP]

This really is a "how long is a piece of string" question. Unless we know traffic, total pages, etc it is hard to answer, and impossible in the abstract.

The more important question you need to ask yourself is: how much does that slot make you now? If you know, your answer should be pretty easy. If you don't, why don't you? Selling space like this will help you answer the question in the future.

Sell the space for $100 for a month, track the clicks, make the price for the next month equal an amount between $3 and $20 a click.

You need to learn the value of your own site, then divide up the real estate to maximize the return. Forget about what price you charge the first month. that matters nearly not at all. You should do this to help you figure a price for the second month, and for eternity after that.

[hoursurfing]

I'd start out charging them $5 CPM which is pretty low for poker related banners. Although, I think banners are absolute garbage and will rarely ever use them.

Technically you could figure it out by assuming they would get 2% CTR and go from there. But, every banner, poker room, and advertisement spot will vary so much that it's up to you and the room to find a fair price.

Assuming you get about 100,000 page views a month at a 2% CTR they'd get about 2000 clicks so what is that worth to you? And 2% is being generous btw. I'd say more like under 1% for an average poker banner.

You've got a lot of ads already on your site so I wouldnt go overboard on the rates.

Start at $5CPM and see how eager they are to return next month. If they are happy then see what you can get down the road. That's my suggestion.

Later

[Graham]

I have had a similar offer from a poker site. What does CPM stand for?

Not to jack this thread, but if anyone is good at telling this info, what do you think I should charge on my site?

Graham
http://www.bankrollboost.com

[hoursurfing]

CPM = Cost Per 1000 Impressions
CTR = Click Through Ratio

[Graham]

Originally Posted by hoursurfer

CPM = Cost Per 1000 Impressions
CTR = Click Through Ratio

Thanks hoursurfer!

[PPP]

2000 clicks would be worth about $6000 to $40,000 a month, and I sure don't think we are talking about that here.

Impresions is worthless way to judge value for poker sites in general, but especially for a site like 4kingpoker at the bottom of the page.

[hoursurfing]

Originally Posted by PPP

2000 clicks would be worth about $6000 to $40,000 a month,

Which poker room will pay $20 a click? I still think the max to be paying for a click would be around $4 unless you're getting some insane CPA.

I agree CPM is pretty much useless but its a good way to get an estimate for starters. You can pretty much tell if the CPM is over or under priced by where the banner will sit.

Later

[PPP]

That rate is around, but not readily available. Still $10 was the Overture rate when they stopped, and $22 was the peak back in the day.

Starting at $4 a click would be a fine idea, but you have to know how many clicks you'll deliver before you can set a rate.

Frankly this question should be easy, since a cardroom banner in that slot should have been having its clicks tracked for more or less the history of the site. If we know that banner generated 37 or 123 or 1254 clicks to cardroomA in a month, then setting a flat rate for cardroomB is pretty easy. Just choose an approximate click amount, times the per click rate you want to charge (say $4) and there is your monthly rate, scaled cheaper for longer terms if you want.

[hoursurfing]

People on roar still pay $10 per click. Either roar is propping those listings or people have lost their mind.