Howdy Publishers,
Your Marketplace listing is your website’s resumé; it’s what advertisers look at to gauge whether or not your site would be a good fit for their campaign. Just like with resumés, you need to put your best foot forward. The listing should be succinct and only contain information that would be relevant to potential advertisers— they need to get a good idea of what your site is all about.
Let’s take a look at a few examples of not-so-great zone names:
These could be a lot better, right? Here are some things to keep in mind:
1. Watch your grammar! Capitalization is important— be sure to make sure you are capitalizing the right words! Punctuation isn’t necessary, but one exclamation point is more than enough.
2. It is unnecessary to include the dimensions of the ad in the title. If you look at the picture above, you’ll see the ad size is listed directly beneath the name. Instead, use the banner name associated with the size. You can find this information by doing a quick web search of “banner ad size names”.
3. Avoid acronyms. A lot of advertisers using the Marketplace aren’t familiar with industry jargon and the corresponding acronyms—spell it out!
4. Location. Be as specific as possible. If you have a “Right Sidebar Square”, is it run of site or just on the home page? Is it above or below the fold?
5. Advertising CTR (Click Through Rate) in your Marketplace listing is ill-advised. CTR is dependent upon the ad itself, not the placement. You are also more vulnerable to complaints and demands for refunds from advertisers if they feel that they were mislead.
6. No sales pitches in the zone name. Throwing “ultra premium” or “good value” in the title doesn’t create actual value. That’s something the advertisers need to decide for themselves.
Keeping these in mind, let’s try renaming the batch of zones from above:
Much more professional, right?
Happy selling!
