Several years ago on my photography site I was approached by a company who sold a software product for photographers. They wanted to run a banner ad campaign on my site to promote a new product.
Their product was a quality one from a source I trusted and it was relevant to our readers so I sold them a banner ad that would run in the sidebar of my blog for the duration of a month for the cost of $2000.
The month ran it’s course and I emailed my contact at the company to see if they’d like to renew the ad. They didn’t.
It turns out that the banner ad had not driven enough sales for them to justify running the ad again (from what I know the sales generated from the ad made the company about $1000 – so given they paid $2000 it was a loss).
A year later noticed that they’d released a new product so I emailed them to ask if they’d like to try another ad campaign – potentially something in a different position on the site or even a competition/giveaway to give them a different type of exposure.