wine bloggers conference 2009 - monetizing presentation
DESCRIPTION
Presentation from 2009 US Wine Bloggers Conference in Santa Rosa, California. How To Monetize your Blog.TRANSCRIPT
Monetize Your BlogHow-to Tips
• Tim Lemke• Wine blogger for over 2 years• Day job in Interactive marketing for
Barefoot Proximity (a BBDO agency) (no relation to Barefoot wines)
Who Am I?
• Wines & Vines offers a comprehensive collection of products providing news, information, marketing and research capabilities for the wine and grape industry
• The flagship monthly magazine provides a wide range of solutions to give those in the industry the tools they need to be successful
Thanks to Our Sponsor
This Session is NOT About...
• Whether or not to monetize
• Ethics
• A secret formula to Internet millions
This Session IS About...
• How to generate income from your blog... at least a little bit
• Mostly advertising-based revenue, but we’ll discuss some other options too
• Giving you actionable steps to start monetizing or improve how you’re doing it
Monetizing with Ads
Prerequisites to Monetize with Ads
• You need a blog (or similar web property)
• Your own root domain
• Traffic... Preferably lots of it
• Basic HTML knowledge, or a friend with it
• Privacy Policy
• Ideally, set up a LLC & get an EID
Lingo
• CPM = Cost per mille (thousand)
• CPC = Cost per click
• CPA = Cost per action
CPM is a Good Base Measure
How much can you make?
50,000 Page views x 3 Ads per page= 150,000 Ad impressions
Average $1.00 CPM = $150 per monthAverage $2.00 CPM = $300 per monthAverage $3.00 CPM = $450 per month
Maximize traffic, page views & CPM to maximize your profits
Don’t Be a Douchebag
“If CPC = Cost per click, then I can just click on my ads and watch the money roll in!”
- Foolish Douchebag
Ad Formats
• Banners
• Text ads
• Video ads
• Image ads
• Contextual text ads
• Sponsorships
Where to Find Advertisers
• Google Adsense
✓ Easy to become an Adsense publisher
✓ Can be ugly and can cheapen your site
✓ Can be tuned for a better experience and effectiveness
Where to Find Advertisers
• Affiliate Marketing
✓ Pay for performance based on conversions
✓ Subscriptions and high -commission items are most profitable
✓ Works better in some genres than others
Where to Find Advertisers
• Ad Networks
✓ Provides scalability for advertisers
✓ Many have minimum traffic or exclusivity requirements
✓ Requires active management to get best CPMs
Where to Find Advertisers
• Direct Sales
✓ Eliminates the middleman, making it more lucrative
✓ Can be most effective for advertisers, but can also be inefficient for advertisers
✓ Requires a lot of work
Revenue Opportunities
Direct Sales Sponsorship >
Direct Sales CPM >
Ad Networks CPM >
Google Adsense CPC >
Affiliate Marketing CPA*
*Usually
Optimize Banner Size/Placement
• Use IAB Standard Sizes
✓ Leaderboard
✓ Medium Rectangle
✓ Wide Skyscraper
• Place within 500 pixels of top
How to Get Ads on Your Site
• Insertion Code
✓ Ad Networks & Affiliate Marketing Networks provide insertion code.
✓ Can be JavaScript, iFrame or just HTML
✓ Ad serving apps can generate code too
<div style="text-align: center;"><script type="text/javascript"><!--adroll_width = 728;adroll_height = 90;
adroll_a_id = "PNF5YX2YT5GV7AOYFO7T5F";adroll_s_id = "MH3KJ42IUZEOTIBJQ5SIET";adroll_render_link = false;//--></script><script type="text/javascript" src="http://c.adroll.com/j/rolling.js"></script></div>
Ad Serving Applications
• Help you to manage inventory
✓ Define spaces✓ Define advertisers
- Define campaigns- Define ads
✓ Associate advertisers with spaces
✓ Assign weighting, rotations and limits
Default Views
• When an ad network, Google Adsense or your own ad serving application doesn’t have a paid ad available it fills the space with a default view.
• Remnant inventory = lost revenue
• Ad chaining helps minimize revenue loss from remnant inventory
Ad Chaining
Direct Sale Ad (not available, default to) >
Ad Network 1 (not available, default to) >
Ad Network 2 (not available, default to) >
Affiliate Marketing Ad
Ad Chaining (advanced)
Direct Sale Ad (not available, default to) >
Ad Network 1 (if CPM < $3.00, default to) >
Ad Network 2 (not available, default to) >
Affiliate Marketing Ad
Ad Chaining (making your head spin)
Ad Server Ad Network 1
Ad Available
Ad > $1.00 CPM
Ad Server
Default Ad Rotation
Affiliate Program
Google Adsense
Display Ad Display Ad
Display Ad
Display Ad
50%
50%
NO NO
YES YES
Traffic IS Important
Be Transparent about your traffic... get Quantified
Create a “Media Kit”
Look at successful sites for examples of what you can do for a media kit
Here’s a snippet from icanhascheezbuger.com
You can get info like this from Quantcast & Google Analytics
Other Ways to Monetize
Text Ads
• Beyond Google text ads, some advertisers just want to buy links
✓ Not CPM-based✓ Either CPC or a flat
rate per time period
• Use a “nofollow” attribute in links or risk getting nerfed by Google
Find a Sponsor
• Site sponsorships can be unobtrusive and associate your equity with a brand
• This may require a custom layout for your sponsor, and/or a site-wide ad takeover
Write an eBook and Sell It
• If you’re really smart and think you can write something worth paying for, write an e-book
• The play here is not to just write it and sell it, but get others, “affiliates” to sell it for you and pay them a cut... pay them at least 50%
Subscription Model
• If you think your content is really good and worth paying for it, try switching to a subscription model
• Appellation America recently switched to subscription
• Good luck with this one
Promote Yourself on Your Blog
• Use your blog to generate offline business opportunities
✓ Promote your wine business✓ Offer wine consulting✓ Speak about wine at events & parties✓ Write about wine for others willing to pay you
Waterboard Your Readers
• Pop-under ads and other invasive technologies can pay well
• Contextual text ads can pop ads on mouse-over and send your readers running to the hills
• Mouse-over ads are also available for images, but lack context
Become the Scourge of the Blogosphere
• There are companies that will pay you to blog about their products
• Typical rates are $5-10 per post
• Disclosure that it’s a sponsored post is highly recommended, if not required
Questions?