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.

Online Advertising Revenue

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