Local Advertising 101 – How To Get Niche Clients To Pay For Ads On Your Website

Running ads on your website is a great source of passive income. All you have to do is connect with an ad server and display their content on your website. That sounds great, right? But with generic advertising platforms it can be tricky to control what type of content is being displayed on your site. This misses the opportunity to select ads that are relevant to your niche. As a result, your ads aren’t connecting with your audience in the way they could be.

After all, if your business is related to home repairs and your adverts are beauty related, your customers aren’t likely to be interested. So, that ad space is essentially going to waste. The trouble is, reaching specific clients to advertise on your site directly has traditionally been a complicated process. Setting up your own website banner ads is too technical and expensive. That is, until now!

Interested in learning how to get niche clients to pay for ads on your website the easy way? Here’s everything you need to know.

Website Monetization: An Overview

ad servers for advertisers

If you are wondering, “How do I make money through my website?” There are plenty of ways you can do this. Aside from selling products on your website, there are other ways of monetizing your site including: 

  • Affiliate Links
  • Banner Ads
  • Paid Advertising
  • Sponsored Posts

While each of these methods can be profitable, banner ads are an incredibly popular method. They display products or services from other companies on your website. In exchange for displaying those ads (and in some cases any potential sales those ads make) the website owner can earn a profit in return. Ads are specifically designed and run through what is known as an ad server.

Typically, ads are random content that displays on your site, and, depending on the network you’re signed up with, might involve sleazier ads like online games or weight loss products. As a result, they just look like spam sitting on your website. By aligning your advertising with your website niche instead, this provides a much better user experience. Plus, it gives you the chance to connect with local businesses or causes that fit your company values much better. 

Identifying Your Niche Clients

how to monetize a blog

No two businesses are the same, so why should your banner advertising be? Depending on your industry or location, you will have a particular customer demographic. For example, a local news website will attract those who live in the area. So, it makes no sense for that company to be advertising services that are in other countries as this is irrelevant to the audience. Instead, adverts that show services of local businesses are more likely to be successful. 

To identify your niche clients it’s time to revisit your USP and wider marketing strategy. You need to determine exactly who your customers are and what they are interested in. Try to come up with a list of at least 10 people you can reach out to.

Doing so will mean higher conversions for the advertiser, but in terms of your website, strongly related content is more attractive for said advertiser. That’s because the audience is more likely to be receptive to what they are being shown when they are genuinely interested in it. 

What Is An Ad Server? 

ad server provider

In essence, an ad server places banner ads on your website. Ad servers are owned by various different publishing companies such as advertising agencies. The aim is to not only display the content but collect information about its performance such as clicks, impressions, and engagements. That information then helps to determine the success of that campaign. 

As we’ve briefly touched on above, the reason people allow ads to be displayed on their website is that when done correctly it can be an extremely lucrative source of income. From the advertiser’s perspective, they are looking to profit from the traffic of that particular website. By displaying ads on that site, it allows both parties to gain. 

Think of it as displaying a physical advertisement on a billboard in Times Square. The owner of the building profits but so does the advertiser (and the product they are advertising) because of the number of viewers. Ad servers run on the same principle, only it uses space on your website which is a digital form of real estate.

Google Adsense vs. Self Serve Ads

google ad server

Google Adsense allows users to place adverts on their content in return for a small percentage of the profit. Only, you don’t get any choice over what those ads are. But, worse still the process of signing up and installing those ads on your website can actually take weeks. That’s because every user and website needs to go through an approval process. 

Adsense rejections are common and offer no personalized responses, taking you right back to square one. In terms of local advertising, Google Adsense gives you little say over whose ads you display and how much you charge. In short, Google Adsense is time-consuming and frustrating.

Cue self serve ads such as what we provide here at Adpie. How it works is that you customize the size of the advert (which is important as the size and placement affect how much you can charge). You can then add in your client’s information and create your campaign. This includes tailoring the length of the campaign and budget to your client’s needs. Once everything is created, all you need to do is add the media and the link to where the user will be taken. You choose your clients allowing you to run targeted ads for your particular industry, location, and customer demographics. 

Let’s sum this up. Imagine Google Adsense (and similar platforms) are like a set meal in a restaurant where you don’t even get to look at the menu. You get served the fish, when you really wanted the chicken. Instead, self serve ads act like a buffet. You can choose what food (aka advertisements) ends up on your plate (aka website). As a result, you end up with exactly what you want.

How To Make Your Website Attractive To Niche Clients

monetization strategy

When it comes to reaching out to clients who you want to sell ads to, it goes without saying that you need to make your website an attractive prospect. After all, it’s important to set the right tone so that the advert is shown in the best light. 

Here are 3 of our top tips:

Be Relevant

First things first. Is your website relevant to the people you are reaching out to? While our focus here is on local clients, you might also want to consider the niche too. If your worlds are too far apart, it’s unlikely the company will sign on the dotted line. Even if they do, your customers aren’t likely to be interested which will make the campaign fall flat. So, put some thought into this one and do your research. 

Website Design

Without getting too technical here, it’s important your website looks the part. At the very least, your website should be responsive so that it looks great no matter what device it’s viewed on. The design should be clean and easy to navigate. You should also communicate with your visitors that you sell advertising space too.

Traffic

If your website gets a lot of traffic, then it’s worth mentioning these stats to your client. After all, numbers speak volumes. Adverts that are seen by more people are – quite obviously – more likely to produce conversions as a result. If your website isn’t getting a lot of traffic, you can address this through the likes of SEO and social media marketing. Though with Adpie, we accept all traffic counts to cater for local and niche websites.

Why Self Serve Ads Make Sense For Your Niche Clients

ad management tools

From your client’s perspective, many of the above pain points also exist for them too. Not only are they unable to target their ads to a specific audience (such as industry or location) but the process is overly complicated, not to mention expensive. The same technology simply doesn’t exist for targeted banner ads on websites like it does for social media. If you aren’t extremely tech-savvy, it’s just not feasible. 

Instead, your clients are looking for simplicity and effectiveness. That’s why self serve ads make sense because it brings back a sense of control, which for any marketing budget not to mention strategy is absolutely essential. In essence, your clients want to create an advert and have it placed somewhere relevant where people are likely to take notice and buy that product or service. This is exactly what self serve ads can offer them. 

For example, say you own a website that sells blenders to health-conscious millennials. Those in the local area or who share the same niche who sell fitness equipment or offer personal training, are going to be your target audience for your ad sales. Clients are much more likely to be receptive because your website is speaking to the same audience, yet crucially you offer different services so there’s no conflict of interest. Instead, everybody wins!

To Sum Up

When it comes to getting niche clients to pay for ads on your website, it’s clear that a generic approach isn’t going to cut it. If the process is overly complex and the result is going out to the wrong audience, it won’t yield results. However, self serve ads offer a viable alternative because they link advertisers with directly related websites. As a website owner, the space you are selling on your website becomes a very attractive proposition in return.

Here at Advertserve, we offer easy setup and integration of the ads you run on your website. All while keeping track of your clients which includes billing and campaign assistance. Compared with the old way of doing things, having a simplistic and dedicated platform offers a tangible solution your clients are far more likely to get on board with. Ultimately, Advertserve allows you to align your advertisers with your business goals and overall vision. Click here to sign up for free today.

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Interested in giving AdvertServe a spin? Check out our demo page take a look at our interface and get an overview of the ad management process. When you’re ready, sign up for your free 30 day trial