How to make an advertising rate card
One page that answers "how much?" before a buyer has to ask.
Facts checked 6 Oct 2026 · by the AdSworn team
An advertising rate card is a short price list for your ad space: each format, how long it runs, what the buyer sends, the audience it reaches and the price. Build the prices from real traffic, not guesses: a page's views ÷ 1,000 × your rate per thousand, with a minimum so small pages are still worth selling. Show where the numbers come from, list what's included, and update it when your traffic changes.
What goes on a rate card
| Line | Why buyers need it |
|---|---|
| Format | Banner, sponsored post, newsletter mention: what they're actually buying |
| Term | 4 weeks, 12 weeks, a year: how long it runs |
| Audience | Page views and where they come from, per page or section |
| Price | A number, not "contact us" |
| What they send | Headline length, copy length, logo, link |
| Proof after | How views and clicks are counted and reported |
| Rules | The label it carries (the FTC asks for one presented clearly and prominently), what you won't run, how approval works |
A rate card is the price list. A media kit is the wider pitch: who your readers are, examples, past sponsors. Most sites need both; see how to make a website media kit.
Pricing each format from your traffic
Start from a rate per thousand views and let each page's traffic set its price: page views over the term ÷ 1,000 × rate. Add a minimum, so a page with little traffic still earns something worth the work. AdSworn's starter rates follow what sites charge for ads they sell directly:
| Format | Starter rate | Minimum | Term |
|---|---|---|---|
| Banner ad | $15 per 1,000 page views | $25 | 4 weeks |
| Sponsored post | $20 per 1,000 page views over a year | $150 a year | 12 weeks or a year |
| Pages that rank for buying searches | Priced on the position, not just the views | From $75 (banner) and $750 (post) | Same terms |
Those are starting points, not rules. Raise your rate for pages with buying searches and for a niche advertisers compete for; lower it to win a first sponsor. More in how much to charge for ads on your website.
- Banner ad at $75 / 4 weeksyou get $69
- Sponsored post at $1,300 / yearyou get $1,196
Starter rates from what sites charge for ads they sell directly: $10–20 per 1,000 views (Google). Banner $15 per 1,000 page views ($25 minimum, 4 weeks); sponsored post $20 per 1,000 over a year ($150 minimum). Pages that rank for buying searches start at $75 and $750. If both sell all year. You set your own; we take 8% only when you get paid.
A worked example
"Best project management tools" article: 4,000 page views a month, 70% from Google search. Banner, 4 weeks: 4,000 ÷ 1,000 × $15 = $60, lifted to $75 because the page ranks for a buying search. Sponsored post, a year: 48,000 views ÷ 1,000 × $20 = $960, already above the $750 buyer-page minimum. For 12 weeks, 3/13 of the year: about $220.
| Page | Audience, last 4 weeks | Banner / 4 weeks | Featured / year |
|---|---|---|---|
| The Best Freelance Marketplaces (UPDATED 2026)hatchwise.com | 132 page views | $150 | $1,500 |
| The 12 Best Online Video Editors of 2026 (Free and Paid)Flocksy | 160 page views | $75 | $2,000 |
| The 8 Best Video Editing Apps for iPhone and Android (2026)Flocksy | 214 page views | $75 | – |
| Best uk unlimited graphic design servicesFlocksy | 41 page views | $75 | $750 |
| Purchase and Customize a Logo or Graphic Designhatchwise.com | 13,177 page views | $200 | $6,850 |
| Emoji Meanings and The History of Emojishatchwise.com | 1,311 page views | $25 | $680 |
Make the numbers believable
Buyers have seen inflated media kits. A rate card with traffic read from Google Search Console or Google Analytics, shown per page and dated, answers the first question before it's asked. Say how you'll count delivery too: AdSworn counts a view when half the ad is on screen for a second, once per reader per day, with bots excluded, and reports it to both sides.
| Format on “The 12 Best Online Video Editors of 2026 (Free and Paid)” | Advertiser pays | AdSworn (8%) | Publisher gets |
|---|---|---|---|
| Banner ad / 4 weeks | $75 | $6 | $69 |
| Sponsored post / year | $2,000 | $160 | $1,840 |
Keep it current
- Re-price when traffic moves, up or down. A rate card from last year is either leaving money on the table or overpromising.
- Date it, so a buyer knows how fresh the numbers are.
- Put it online, linked from an "Advertise" page in your footer. See how to add an advertise with us page.
An AdSworn listing is a rate card that keeps itself current: every page shows its traffic, read from Google, and the price for each format, with a button to book.
Bundles, discounts and minimums
A rate card also answers the questions that come after "how much?". Decide these before a buyer asks:
- Longer terms. If a year costs less than thirteen separate months, say so. It rewards commitment and cuts your sales work.
- Bundles. Several related pages sold together reach more of the same audience. Price them as the sum, or slightly under, and say which pages are in the bundle.
- Minimums. A floor price per format stops small pages selling for less than the work they take.
- What you won't discount. Your best buying-intent pages. If they sell at full price, keep it there.
Keep discounts few and written down. A rate card that's negotiable on every line isn't a rate card; it's an opening bid. Buyers who see firm prices on proven traffic tend to book faster.
Straight answers
What is an advertising rate card?
A short price list for a website's ad space: each format, how long it runs, the audience it reaches, what the buyer sends and the price.
How do I price ads on my rate card?
Pick a rate per thousand page views, multiply by each page's expected views over the term, and set a minimum. Charge more for pages that rank for buying searches.
What is the difference between a rate card and a media kit?
The rate card is the price list. The media kit is the wider pitch: audience, examples and past sponsors. Most sites use both.
How often should I update my rate card?
Whenever your traffic changes noticeably, and at least every few months. Date it so buyers know how current the numbers are.