What is the right price for a promotional article/video?
I think that some bloggers ask too much for a paid post, maybe taking advantage of inexperienced clients that that are not able to evaluate the right price of things.
--------- Example ----------
A while ago i asked a blogger to post an article on his blog. The post was provided by me , so i would have saved him a working hour as well..
He asked me $100 or $150 for that (don't remember), with only nofollow links allowed in the article.
I was shocked by the price (and by the nofollow... ), because that site had a low Alexa ranking and no user comments on neither of the articles.
So i had a feeling that the blog has low traffic and the money he pretended was too much, and i refused.
---------------------------------------
In general, i have difficulties calculating the real value of any promotional services all the time, so i am asking you what are the parameters & measurement tools we should use to "evaluate" a blog/vlog , and be able to judge if marketing there is overpriced or not.
============================
First part of the question: how to estimate the number of views/reads your promotional article/video will have in 5(*) years.
What are the usual methods & tools for the estimate ?
(*) i assume that, with rare exceptions, any content will not have significant views after 5 years from being published. Correct me if i'm wrong.
It is understood that "just ask the blogger about his traffic" is not enough, in that he can make
numbers up. So i want to figure out how to verify his stats.
The only traffic estimation methods that come up to my mind:
- do a domain lookup on Similarweb , Semrush, Ahrefs and Alexa. Are they useful in some way for estimating his pageviews & uniques?
-If he's a Youtuber, check the number of subscribers and the views for his videos about a similar topic as yours, and estimate that your video will have roughly the same views
- look at the blog/vlog: observe if it is professionally made and the blogger is professional enough
- user comments: if it has no comments, should i assume it has low traffic?
- social community: ask him what is his Twitter and FB page, to check how many social users he can reach after sharing the post/video on his FB/Twitter/etc. ( i know, many followers can be fake/bought, but i hope there's a way to tell )
Other tools and methods of analysis you know about?
============================
Second part of the question: what is the maximum acceptable price for a paid post, assuming you already calculated the estimated reads/views?
Or more in general, what is the right CPM for a promotional article or video?
I believe there is not a "universal" CPM , i.e. it's not going to be the same for all blogs but, as well as for banner ads, CPM is somewhat proportional to a publisher website's engagement.
IMO the right CPM should be calculated with a formula that takes into account the daily pageviews (the higher the better), pageviews per visitor (the higher the better), and bounce rate (the lower the better).
Those 3 parameters define the engagement of a website, and then the right CPM it deserves.
This is because, the higher the user engagement , the higher the reputation of that blog, and so the higher the probability they will click on a link it has.
I am sure a professional marketer has some kind of formula for this kind of calculations.
I can't believe he just "follows his heart" when it comes to spending lots of money on banners or paid posts.
Professionals do have methods for making sure not to waste more money than necessary. What are those methods/formulas?
Agree? Let me know your thoughts,
Thank you
============================
p.s. Of course, what counts more is the cost-per-lead you are going to pay, not just the CPM.
A Lead can be defined as a visitor that reaches to you from the promotional content, or even as a buying customer.
But for figuring out the real cost per lead you got, you have no other way than buying the article and measure the performance afterwards, as IMO almost no blogger give you the possibility to pay just per lead.
So you have no other choice than to spend money to have just impressions (of promotional content), and then make performance measurements against your Leads.
But if you can at least estimate the CPM and the level of engagement of the promoting blog , then it's easier to roughly estimating the cost-per-lead as well : you already know that , say , the 10% (**) of the post readers will actually click your link and take a look at your promoted site/product.
(**) this ratio is an example, it depends on the engagement/reputation the promoting blog has, which is what determines the probability of a reader to visit the sites the blog is linking.
--------- Example ----------
A while ago i asked a blogger to post an article on his blog. The post was provided by me , so i would have saved him a working hour as well..
He asked me $100 or $150 for that (don't remember), with only nofollow links allowed in the article.
I was shocked by the price (and by the nofollow... ), because that site had a low Alexa ranking and no user comments on neither of the articles.
So i had a feeling that the blog has low traffic and the money he pretended was too much, and i refused.
---------------------------------------
In general, i have difficulties calculating the real value of any promotional services all the time, so i am asking you what are the parameters & measurement tools we should use to "evaluate" a blog/vlog , and be able to judge if marketing there is overpriced or not.
============================
First part of the question: how to estimate the number of views/reads your promotional article/video will have in 5(*) years.
What are the usual methods & tools for the estimate ?
(*) i assume that, with rare exceptions, any content will not have significant views after 5 years from being published. Correct me if i'm wrong.
It is understood that "just ask the blogger about his traffic" is not enough, in that he can make
numbers up. So i want to figure out how to verify his stats.
The only traffic estimation methods that come up to my mind:
- do a domain lookup on Similarweb , Semrush, Ahrefs and Alexa. Are they useful in some way for estimating his pageviews & uniques?
-If he's a Youtuber, check the number of subscribers and the views for his videos about a similar topic as yours, and estimate that your video will have roughly the same views
- look at the blog/vlog: observe if it is professionally made and the blogger is professional enough
- user comments: if it has no comments, should i assume it has low traffic?
- social community: ask him what is his Twitter and FB page, to check how many social users he can reach after sharing the post/video on his FB/Twitter/etc. ( i know, many followers can be fake/bought, but i hope there's a way to tell )
Other tools and methods of analysis you know about?
============================
Second part of the question: what is the maximum acceptable price for a paid post, assuming you already calculated the estimated reads/views?
Or more in general, what is the right CPM for a promotional article or video?
I believe there is not a "universal" CPM , i.e. it's not going to be the same for all blogs but, as well as for banner ads, CPM is somewhat proportional to a publisher website's engagement.
IMO the right CPM should be calculated with a formula that takes into account the daily pageviews (the higher the better), pageviews per visitor (the higher the better), and bounce rate (the lower the better).
Those 3 parameters define the engagement of a website, and then the right CPM it deserves.
This is because, the higher the user engagement , the higher the reputation of that blog, and so the higher the probability they will click on a link it has.
I am sure a professional marketer has some kind of formula for this kind of calculations.
I can't believe he just "follows his heart" when it comes to spending lots of money on banners or paid posts.
Professionals do have methods for making sure not to waste more money than necessary. What are those methods/formulas?
Agree? Let me know your thoughts,
Thank you
============================
p.s. Of course, what counts more is the cost-per-lead you are going to pay, not just the CPM.
A Lead can be defined as a visitor that reaches to you from the promotional content, or even as a buying customer.
But for figuring out the real cost per lead you got, you have no other way than buying the article and measure the performance afterwards, as IMO almost no blogger give you the possibility to pay just per lead.
So you have no other choice than to spend money to have just impressions (of promotional content), and then make performance measurements against your Leads.
But if you can at least estimate the CPM and the level of engagement of the promoting blog , then it's easier to roughly estimating the cost-per-lead as well : you already know that , say , the 10% (**) of the post readers will actually click your link and take a look at your promoted site/product.
(**) this ratio is an example, it depends on the engagement/reputation the promoting blog has, which is what determines the probability of a reader to visit the sites the blog is linking.
"He not busy being born, is busy dying." - Bob Dylan • "I vibe with the light-dark point. Heavy." - Words that Bob Dylan wishes he had written.
"He not busy being born, is busy dying." - Bob Dylan • "I vibe with the light-dark point. Heavy." - Words that Bob Dylan wishes he had written.
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