Step 2: Choose How to
Approach Your Target Sites

Before you approach your target sites, you need to make a decision on the question of “high-traffic vs. low-traffic sites.” This question depends on how you want to spend your budget and where you think you can get the best response to your ad.

For example, you may decide to “go big” by displaying your ads on 5–10 high-traffic sites, where you know your target customers are likely to see them. Advertising rates on these sites will be more expensive, but you will probably get a good response. Or, you may decide to “go small” by displaying your ads on 40–50 websites with lower traffic that serve the same target audience. Advertising will be less expensive, but the response rate will be less for each site. However, you can maximize the overall response to the ad by deploying it on more sites. (You can also, of course, do a mixture of, say, 5 high-traffic sites and 25 low-traffic sites.)

You can approach your target sites in several ways:

Let’s take a look at each of these options.