Teaming up the best banner advertising network rather than intensive marketing to individual clients can save a lot of time and provide you with a steady income. The size of that cash flow is a numbers game - the more relevant ads you display, the more you will probably make. The networks provide the clients and the ads, you simply implement some code in your banner space and the ad will appear. In your association with these companies, you will be known as an "affiliate" or "publisher".

The following is a list of desirable affiliate/publisher features that you should look for before agreeing to "rent" out your prime advertising space to an agency:

Targeting
Does the network provide ads that are relevant to your subject area or that would appeal to the users of your web site? Irrelevant ads will not only fail if you are participating in a CPC campaign, but they may annoy your visitors.

CPC, CPM and CPA options
A good ad agency will give you a mixture of CPC and CPM ads. CPC ads pay when a visitor to your site clicks on a banner through to an advertisers web site . CPM advertising is based on $X.XX per thousand views (impressions). Another variation is CPA - a visitor clicks a banner, passes through to the advertiser's web site and either purchases (a sale) or expresses interest (a lead) in the companies products or services. CPA pays the highest but usually has a much lower conversion ratio.

Control over ads displayed
The better ad networks have comprehensive publisher/affiliate administrative interfaces where you can preview a banner and decide whether you want that particular campaign displayed on your site.

Rates
The days of the $10.00 CPM ads are pretty much well over, unless you find advertisers yourself by direct marketing, but there are still great payment rate differences between networks. Shop around carefully. You should aim to receive on average US$.40 - $.65 CPM or at least US$.15 - $.20 CPC.

Referral Bonuses
Another way to benefit financially from your publisher/affiliate association is to be paid a percentage of any referrals of new affiliates or advertisers to the network from your web site. Again, the rates vary greatly between networks, but an ongoing rate of 5% is a level that can provide you with decent residual income in the years ahead. With advertising campaigns quite often running into thousands of dollars, it is possible to draw a good supplementary income from referring advertisers.

Publishers resource links to advertisers