Website Strategy
If you implement DVO DVOA on your website, you should develop some strategy. I will give you my strategy to give you an idea or two on how to start making your strategy.
I have set the minimum cost of the ad space to C$5 per calendar month. This minimum price pays me a clerk's wage (for about 15 minutes) to put the ad into the ad pool. While I would like to charge more, I think I need to make the prices very attractive to get new advertisers.
I give discounts for multi-month ad runs because there is no further work done by the “clerk” to keep this ad in the rotation. In essence, a multi-month ad run is “profit” for me. So why not encourage advertisers to buy more than one month of exposure?
I have two rates for corporate and not-for-profit organizations. I think this dual rate creates an interesting psychology that could maximize revenues from both these two types of advertisers.
When 60% of the ad spaces are sold, I will increase the price a little. Hopefully current advertisers will renew their ad runs. New potential advertisers will see the current advertisers and can justify paying the higher prices. Prices will go up or down based on this 60% sold ad space figure.
Whether I have 20% or 80% of the ad spaces sold, the unsold spaces will be given to my ads to promote other components of my website AND maintain an interesting look in my ad pool. In essence, these ad spaces are still working for me—and enhancing the quality of my website.
It's going to be a great experiment in my internet publishing. Maybe it should be your experiment too.
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