Contextual Ads Need Contextual Content

Contextual advertising from Google AdSense will deliver high CPMs and click-through rates if they appear with content that provides the right context.

Contextual advertisingContextual advertising from Google AdSense will deliver high CPMs and click-through rates if they appear with content that provides the right context.

What are contextual advertising banners? They are ads whose subject matter is determined dynamically by the site content that surrounds it.

For example, a contextual ad on a travel site will display travel advertisers. If the ad appears on a page about Caribbean cruises, the ad most likely will display cruise advertisers specifically.

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Online Sales Report Gives 6 Insights for Success

Websites large and small benefit greatly from a good online sales report. It’s a high-yield tactic that requires little time and effort.

Online sales report
Five data points in an online sales report point to total revenue. © Scott Bateman

Websites large and small benefit greatly from a good online sales report. It’s a high-yield tactic that requires little time and effort.

Even the smallest Web site will find useful insights from a simple report tracking sales performance.

A spreadsheet showing six key trends with help even if a site has nothing else but Google AdSense, Media.net or some other remnant provider.

A spreadsheet with these data points will trigger ideas about where to place ads on a site and how many to have on each page.

The report also shows whether site changes are helping or hutting ad performance, what steps to take with ad inventory and other approaches to building revenue.

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Best Website Content Produces Hefty Revenue

The best website content produces more revenue and audience when it is both deep and broad.

The best website content produces more revenue and audience when it is both deep and broad.

“Content is King” is a well-known saying when online publishers debate how to succeed at growing profits and revenue. But the saying doesn’t really say much.

What it really means is that content in two forms produces the revenue — abundant quantity and optimized quality. Continue reading “Best Website Content Produces Hefty Revenue”

Page RPM Signals Chance for Revenue Growth

Page RPM or page revenue per thousand impressions is a great way to discover opportunities for growth.

Website page RPM
Copyright 2016 Scott Bateman

Page RPM or page revenue per thousand impressions is a great way to discover opportunities for growth.

The metric is a simple formula that divides the amount of website revenue by the number of impressions, which also are divided by 1,000.

Site publishers who use Media.net, Google AdSense or other major remnant networks will find the number in their daily, weekly and monthly reports. Continue reading “Page RPM Signals Chance for Revenue Growth”

Forum Sites Produce Postings But Not Much Else

Forum sites can generate high visits and page views from a core group of site visitors, but they also generate quite a few headaches.

CrowdForum sites can generate high visits and page views from a core group of site visitors, but they also generate quite a few headaches.

Also known as message boards, forums come in two flavors: moderated and unmoderated. Moderated boards usually have a moderator who guides the direction of the discussion and sometimes even reviews the posting before it can go live. Visitors often have to register before posting.

Unmoderated boards allow anyone to post just about anything except for the usual list of dangerous or socially unacceptable behavior — vulgarity, threats, libel, etc. Continue reading “Forum Sites Produce Postings But Not Much Else”

Site Personalization Matters More to Advertisers Than Visitors

Site personalization is an essential part of any online advertising strategy.

crowdSite personalization is an essential part of any online advertising strategy.

It’s not just essential. It’s critical for long-term growth and even survival of traditional and online media companies.

Two companies that know this well are Google and Facebook. The two largest online advertising companies in the world generated $75 billion and $18 billion respectively in the most recent fiscal year, according to their public financial reports.

Google revenue grew nearly 14 percent year over year. Facebook revenue grew 44 percent during the same period.

Consider that all advertising expenditures will grow less than 5 percent in 2016, according to Advertising Age.

Consider as well that digital advertising online will grow 20 percent in 2016, Emarketer says.

That means the growth of Google and Facebook is coming at the expense of other companies in traditional media. It also means that Facebook’s growth is coming at the expense of other online companies.

Site personalization is key to their success with advertisers. Continue reading “Site Personalization Matters More to Advertisers Than Visitors”

SEO Risks May Lead to Poor Results and Dashed Hopes

Search engine optimization requires risk management like any other business initiative.

Managing expectations is one of the first steps in any risk management.

In the case of SEO, a typical business uses either internal staff or external vendors to implement the SEO program.

Whether the project manager is a vendor or internal staffer, it it critical that that person explain the risks to management or the business owner.

A great effort increases the probability of increasing SEO ranks. But certainly doesn’t exist.

Owners and managers should know that no vendor or staffer can guarantee results with an SEO project.

They also should keep in mind the following specific risks.

Continue reading “SEO Risks May Lead to Poor Results and Dashed Hopes”