Online Advertising Revenue

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Career professionals, and other subject matter experts, who run content-oriented Websites can generate passive revenue from their Websites with advertisers. It's not that difficult to do.

Career professionals, and other subject matter experts, who run content-oriented Websites can generate passive revenue from their Websites with advertisers. It's not that difficult to do.

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  • 1. Do you own a “cash cow”? How Career Professionals Can Generate Advertising Revenue from Their Websites Susan P. Joyce Publisher Job-Hunt.org August 22, 2008
  • 2. Agenda
    • How the process works
    • How to get advertisers and ads
    • Where to put the ads
    • How to control ads and advertisers
    • How the numbers work
    • How to increase revenue once you’re rolling
    • Gotcha’s
  • 3. How the Process Works Follow the Bouncing Browser
    • You have an ad on a page of your Website...
    • You may be paid every time that page is displayed on a browser one thousand times OR
    • A visitor sees and clicks on the ad, and –
      • You may be paid for that click; revenue shared with the ad network (e.g. Google), OR
      • You may be paid based on what someone does when they arrive on the advertiser’s Website
  • 4. How to Get Ads Evaluate Your Site
    • Get data about YOUR Website –
      • Number of “page views” a month
      • Number of “visitors” a month
      • Most popular pages on your site
    • Visitor demographics?
    • Room for ads?
    • Technology used on site?
    • Fit with your image and goals?
  • 5. How to Get Ads Basic Internet Advertising Terms
    • “ Publisher ” – the Website owner, YOU (except at ClickBank)
    • “ Affiliate ” – you, again
    • “ Traffic ” – visitors to your Website
    • “ Impression/Page View ” – display of a single Web page
    • “ Click ” – a visitor clicks on a text link or image link with their mouse
    • “ Banner ” – a clickable link which is visible as a graphic ad
    • “ Text Link ” – clickable link that is a text ad (e.g., Google AdWords)
    • “ Landing Page ” – advertiser’s destination page after the click
    • “ Conversion ” – a visitor’s actions generate a commission
    • “ Revenue Share ” – splitting commissions with the network
    • “ Co-Brand ” – content provided by another site with your logo added and also usually on your domain name
  • 6. How to Get Ads Revenue Generation Terms
    • Advertising Payment Models:
    • CPC/PPC – Cost-Per-Click or Payment-Per-Click payment for traffic/visitors from your site (or blog or newsletter)
    • CPA – Cost-Per-(visitor)Action payment for actions taken by visitors from your site, landing page dependent
    • CPM – Cost-Per-Thousand (“M”) impressions selling space/visibility on your site (or newsletter)
    • Flat rate per placement & time period
  • 7. How to Get Ads Revenue Generation Terms
    • Ad measurement statistics:
    • CTR – Click-Through-Rate [clicks/impressions]
    • EPC – earnings per 100 clicks (CJ term)
    • eCPM – effective CPM [earnings/impressions x 1,000]
  • 8. How to Get Ads Start Up
    • No selling required by you:
    • Indeed (affiliate program)
    • Friends & Associates
    • CommissionJunction
    • Amazon (affiliate program)
    • Google AdSense (publisher side of AdWords)
    • Yahoo Publisher Network
    • ClickBank
    • BurstMedia (need pretty good traffic to qualify)
  • 9. How to Get Ads What Do Advertisers Want?
    • According to Google , publishers must:
    • Own their domain
    • Own the copyright of their content (or have permission to use from copyright holder)
    • Not be “under construction”
    • Have a functioning Website
    • Use English or other supported language
    • Not have porn, gambling, hacking info, or other disallowed content on their site
  • 10. How to Get Ads Your Options
    • Find advertisers yourself
      • Indeed
      • Amazon
      • Google
    • Join an affiliate network
      • CommissionJunction (owned by ValueClick)
      • ClickBank
    • Join an advertising network
      • BurstMedia
      • DoubleClick
    • Solicit advertisers on your Website
  • 11. How to Get Ads Site Considerations
    • Inventory of ad space you have available
    • Needs/interests of your visitors
    • Level of potential revenue possible
    • Amount of control over advertisers desired:
      • Size and “sizzle” of ad
      • Competitors’ ads?
      • Inappropriate ads (for your visitors)
    • Your site’s traffic
    • Your time and interest
    • Platform – Website, blog, and/or newsletter
  • 12. How to Get Ads Evaluating Advertisers
    • Visitors may view ads as “recommendations”:
    • Are you comfortable recommending them?
    • Would your visitors be interested?
    • Quality of the advertiser –
      • “Anonymous” Website or organization?
      • Google buzz?
      • References?
  • 13. Where to Put Ads
    • Popular Web pages
    • Blog pages
    • Usually, above “the fold”
      • Current Google “ heat map ” for Websites
      • Current Google “ heat map ” for blogs
    • Newsletters (if advertiser allows)
  • 14. Where to Put Ads Taking an Ad Tour
    • Google – text ads
    • JobStar.org – Google + Indeed
    • RileyGuide.com – Google + Indeed
    • Job-Hunt.org – text ads
    • BellaOnline.com – graphic ads
    • IEEE-USA Career Center – co-brand
    Ad format examples from Google.
  • 15. Control Over Advertisers
    • Ad Ad Ad
    • Advertiser Placement Content Risk
    • Indeed total none very small
    • Friends total good very small
    • CJ/CB total good small
    • Amazon total good small
    • Google total little depends
    * CJ = CommissionJunction.com CB = ClickBank
  • 16. Control Over Advertisers: Indeed
    • US, UK, and Canada
    • You pick the ad format you want (“What? Where?” is very effective).
      • You can have your own mini-job site with Indeed!
      • No resume posting on Indeed.
    • You click on the button to generate the HTML code.
    • You put the code where you want it (your tracking id is embedded in the code)
    • If you also include the job posting capability, watch out for fake jobs from fake employers.
  • 17. Control Over Advertisers: Amazon
    • Probably international:
    • You determine the products you want to sell.
    • You pick the ad format you want to use.
    • You click on the button to generate the code (your tracking id is embedded in the code).
    • You put the code where you want it.
    • With some Amazon ads, they select the hot items to promote.
    • Sometimes they take “marketing” discretion to promote other things.
    Job-Hunt’s Amazon store.
  • 18. Control Over Advertisers: Google
    • You pick the ad format(s) you want.
    • You place the ads where you want them.
      • No more than 3 of each kind of ad unit on a single Web page
    • You click on a button to generate the HTML code (your tracking id is embedded in the code).
    • The Competitive Ad Filter allows you to block up to 300 URLs from advertising on your site.
  • 19. Control Over Advertisers: CommissionJunction
    • U.S. and International:
    • You pick the advertisers you want (Monster, HotJobs, Vault, etc. plus many other categories).
    • You apply to join each advertiser’s program.
    • If accepted (often automatic), you pick the ads you want.
    • You click on the button to generate the HTML code (your tracking id is embedded in the code).
    • You put the HTML code where you want it.
    • Check the ad to see that it works OK.
  • 20. How the Numbers Work
    • Number of visitors (or impressions or customer actions) x average CTR x payment per “unit” = revenue
    • More traffic is better – usually a close correlation between traffic and revenue
    • More content brings more traffic
    • More traffic can bring better advertisers
    • Focus on value to your visitors
    • Start small; build your revenue stream, experience, and your asset’s value
  • 21. Getting Paid
    • Amazon, Google, and CJ prefer to do EFT directly to your bank account, within 45 days of month end (if more than minimum payout).
    • Indeed pays quarterly, 30 days after quarter end.
    • Advertising agencies usually want 60 days or more after month end. (Can be unreliable.)
    • Small, direct advertisers pay in advance.
  • 22. Getting Paid Basis of Payment
    • For CPA, your revenue is dependent on their activity, knowledge, & ethics - the effectiveness of the advertiser’s landing page.
    • Someone trustworthy needs to keep count of impressions, sales, completed forms, etc.
    • You can add your own counter on clicks.
    • You should be tracking the number of page views and visitors your site gets.
  • 23. How to Increase Ad Revenue
    • Short term:
    • Change the ad location
    • Change the ad or advertiser
    • More ads (to a point)
    • More advertisers (to a point)
    • Longer term:
    • More pages
    • More traffic (SEO, AdWords?)
    • Better commission rates
  • 24. Your Website Privacy Policy
    • Accuracy counts!
    • DMA Privacy Policy Generator walks you through the questions you should ask yourself and address in your Privacy Policy.
    • Don’t “borrow” someone else’s Privacy Policy.
    • Check with new advertisers to see if your Policy needs updating.
    • TRUSTe and BBB are Privacy Policy certification organizations.
  • 25. Cautions
    • Advertisers who want you to pay an upfront fee.
    • Promised big commissions for sales which may never happen (meanwhile, free impressions).
    • Short-term cookies (at least 30 days)
    • Giving someone else control/access to your server.
    • “Stealth” ads (FTC)
    • Selling links (search engine penalty)
  • 26. Gotcha’s: On the Advertiser Side
    • Bad ad/revenue tracking mechanism
    • Slow ad servers (slow down your pages, too)
    • Bad accounting (who’s keeping track?)
    • Bad landing pages (on CPA ads)
    • Changed advertiser strategy on level of “sales” they want to have (CPA again)
    • Pop-ups added to links
    • Advertiser fear of “Click Fraud”
  • 27. Gotcha’s: From User Side
    • Banner blindness
    • Cookie blockers
    • Ad blockers
    • Browser default settings