Lower is better. If you look through some of the sites we have on the Browse Websites link (on top). You will see most people will allow a image ad from $2.00 a day and up. $2.00 is the minimum you can set for ads. Some people setup pricing like this. $2.00 a day, $12.00 a week, $40.00 a or similar. If your priced too high then advertisers will just pass you by. If you have a high traffic website then you not only get more exposure from us, but advertisers tend to look for sites with higher rankings.