I’ve touched on this topic in a previous post but felt that it was important to go into more detail. This post will focus on why I think it’s important to go with one large advertiser, rather than many medium sized ones.
Time and time again I will see advertisers flood the market by advertising on just about every small-medium sized website going. What I want to propose is that it is a far better plan to use all of these combined advertising fees on one advert on a VERY large website.
Here are some stats that are pretty representative of each blogs size:
Now, looking at the price per review of your website John Chow is infinitely the better deal. You’re reaching over 10 times the number of subscribers, and a hell of a lot more visitors - yet the price is only just over double that of John Cow. I’m not trying to badmouth John Cow here either, their rates are very decently priced. My point is that you should purchase whatever is at the absolute top of your budget (be this John Chow, or John Cow, or whoever else).
I’ve outlined why below:
Of course there are counter arguments to my own…
Some people may argue that you will want to appeal to a wide variety of audiences, and if people are seeing your advert everywhere they will view you as more reputable. However, I feel like these objections are far outweighed by the benefits that I’ve listed above.
I’m personally not going to fritter away my spare cash on a series of unsuccessful minor advertising campaigns. I’m going to be saving up for a real A-list blog to advertise on, and start driving some serious traffic. I also want to wait a while until I have some more free time as I anticipate a lot of design work arising from this advertising. As a designer this type of advertising is particularly beneficial as I can recoup my expenditure with just one client - something that I would expect from a campaign of these proportions.
I would love to hear everyone’s opinions of this plan. Please let me know!