Web sites are so much fun. Really. They’re a blast. Web sites host awards, will make you laugh way more than you properly should, and can even teach you how to make new Web sites (meta, right?). If words, punctuation, and pictures had to flee the textured confines of books and magazines, then they couldn’t have found a better home than in the binary code and plug-in playground of Web sites.
But Web sites also kinda suck, too. Why? Because they make no money. Some do. But most don’t. How they usually make money is through advertisements. A company will pay a Web site money to put a linked picture on said site that will lead to their site from yours. That company will pay you more money if more people click on their advertisement. But what if you have multiple companies asking to post their advertisements on your site? And those companies are offering differing rates and down payments? Or maybe some companies aren’t offering any down payments at all, but they’re really, really cool. CONFUSION.
As a sporadic consultant, I had a client ask me to to come up with a simplified approach to solving this issue for them, taking into account the myriad x-factors that can effect an income stream. Then the client disappeared into thin air, so I thought I’d share my presentation on how to make an optimal advertising schedule for your Web site…on my Web site. Meta, right?
This is our hypothetical setup. A dummy page. We’re given a line of potential advertisements, how many users will potentially click on them, and how much money the advertisers will pay. We’re also given our hypothetical site, which holds three slots for advertisements, one of which is the banner (ostensibly, more people click here than on the side advertisements — the banner is prime real estate). The other two segments are the side bars (which, as you may have guessed, are located on the sides).
PAGES #2 – 3
The End Product. This is skipping to the end to show the optimal schedules. The first page incorporates a vertical layout, the second page a horizontal (and superior) layout. The explanation of how we got here follows.
PAGES #4 – 9
The How & Why. This is a 6-page walkthrough of how I came to the conclusions above based on our hypothetical site and the host of advertising proposals. It’s direct with marginal hand holding, but hopefully clear as well. The only other piece left out of this discussion is the full spread sheet with built-in formulas diagramming the quantitative movements, but vital snippets of that spread sheet are found in each page below via screen shot. If you’re interested in seeing the full spread, feel free to email me.