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An online advertising rate card is the same or similar to any offline advertising rate cards. Most rate cards will give you information on what that website is charging for you to advertise on their site, but also give you information on how many daily or monthly visitors the site gets. Many companies that set up banner ads require the site to have a minimum of 20,000 page views per month, some are higher yet. While a pay per click company does not require a minimum number of visitors or page views.

The rate card of that website will tell you what the average bid price is for ppc and/or the banner ads, also any prices they might have for text advertising, email advertising, or any other system of online advertising that website is involved with. Sometimes it is better for you to go to a larger company that will set this up for you. For example instead of you paying for 20,000 impressions on one site maybe you would have those 20,000 impressions spread over more sites. This way you can see what site converts best for you. Then you can focus your money and efforts on that site or sites and get rid of the ones you are wasting your money on. After all 10 bucks is 10 bucks especially when multiplied over and over again throughout the year.

An online advertising rate card may also show you price breaks for volume. For instance if you are willing to buy 200,000 impressions all at once instead of only 10,000 impressions you may get a discount. Be careful with this though. You might be better off paying 50 dollars for the 10,000 impressions than paying 400 dollars for the other. The reason is until you have tested what ads bring in what results there is no point in throwing away your money. Part of being a business owner is marketing so please pay attention to your marketing.