Advertising costs money, even online where the cost of promoting a brand can set you back by a few hundred dollars to a few thousand.
John Chow's blog, for example, one of the most popular blogs currently active, sells 125 x 125 sidebar ad spots at $500 a month. The same ad placement will cost around $1,500 with Copyblogger. If you're wondering how much it would cost you to advertise on blogs, consider the following:
Traffic and popularity Blogs thrive on the number of traffic that visits their sites and on the subsequent popularity this generates. This is also a major consideration for advertisers. More traffic simply means better exposure.
Targeted traffic means you'll be selling to more people who are likely to buy. Between a blog that has only 50,000 page views and another that has 100,000, who would you choose? The latter obviously offers a wider market and more potential buyers.
The mille matters. Traffic or the number of page views a blog page receives also determines the cost of advertising on a particular blog. If a blog generates about 100,000 page views monthly, for example and it's fairly new, you might have to pay as little as $50 a month for a 125 x 125 sidebar ad.
To understand how the price of ad spots is computed, consider the mille. Bloggers will generally use the unit cost-per-mille or CPM. One mille is equivalent to 1,000, a unit you will be able to use later to computer for the cost of placing an ad based on the number of page views it generates.
Bloggers will consider the number of page views their blogs receive and use that as a basis for coming up with the cost of advertising. As a result, a blog with a higher amount of traffic will charge you a higher price than a blog with a lower number. That means placing your ad on blogs with sufficient traffic can range in cost from about $50 to a whopping $10,000 a month. The bigger number, of course, means your ad will receive millions of page views.
In conclusion, remember that to determine whether a particular ad space is worth paying for, consider the cost of the space versus the traffic it will receive.
Size of the ad The bigger the ad spot you require, the higher the cost of advertising on a blog. A 125 x 125 ad spot, for example, will be cheaper than a larger 300 x 250 ad. Placement will also affect the ad price.
Header ads, for example, will cost more than sidebar ads or footer ads. Below the fold ads will cost considerably less than those that will appear above the fold or integrated with the blog's content.
Test periods You might want to consider saving a few bucks by asking the blog owner if he/she is offering a test period of ad runs. If your ad will be placed on test period, that means the blog will display it for a limited time but won't charge you for it.
After a specific period, you can then decide whether to continue with the placement (at which point you'll have to start paying) or to pull your ad, depending on how well it performed in the blog. This usually works on blogs that are relatively new and are still building momentum.
Look for blogs that offer renewable ad placements you can pay for on a month-to-month basis. This will help you manage the cost of advertising on blogs and help your bottomline in the process.