Introduction to Buying Ad Space

If you have a product or service you would like to advertise on the internet, it can be very confusing to know where to get started buying ad space online.

There are so many seemingly arbitrary choices to be made it’s ridiculous. On top of this, there’s a whole different language being used to describe things that should be simple.

Even once you start online marketing, it’s not the easiest thing in the world to work out how well your online ads are performing.


How we can help

This is the knowledge gap The Online Advertising Guide attempts to fill. We aim to give you a sense of what to do and not to do when trying to work out how to advertise online.



We’ll also try to help you know how to deal with salespeople. It can be very difficult to know whether anyone you talk to is actually offering a good deal.

Every company you speak to will, of course, want your money. They will all tell you that they are giving you the best deal out there. The question is – how do you test them on this?



Moreover, even just understanding the words used in online advertising can be confusing. We do our best to tip the scales back in your favour when dealing with ‘experts’.

All of the advertising terminology we use throughout the site is hyperlinked to its definition. Of course, more is invented every day, but we try to keep things clear for you.


Measuring & Optimising

Buying ads isn’t enough. Even with most advertising platforms automatically working to improve performance you need to know what’s what.

We layout simply how to understand which metrics are important, and what you can do to improve them.


Buying Ad Space

What we have put together here are the very basics of what to expect when buying advertising space online.

Note: This is intended for small to medium advertisers buying ad space only. If you have a big budget (at least £2,000 monthly) then it is worth your while to get an advertising agency to do the work for you.

Advertising Agencies have the time, experience and negotiating power to take all your advertising challenges away from you.

However, if you have to do it all yourself, or don’t have a dedicated member of staff for marketing, this guide should help.


Buying Ad Space


Next: What Do I Want From My Ad?