You have a website and want to monetize your traffic with advertising?
You can easily get lost among all the different advertising options that exist. To help you in your monetization process, we have gathered all the possible ways to place advertisements on your blog or website, as well as various compensation methods.
You just have to choose one that suits you best, by determining the traffic of your website and the amount of space you are willing to give the advertisers on your pages.
CPM, CPC/PPC, CPL, how to choose?
The CPM, or Cost per Mil, is a display compensation: you will earn a certain amount of money for 1,000 ads displayed. For example, if you decide to display a $1 CPM ad on all of your pages and if your website records 100,000 viewed pages, you will earn $100.
The CPM method is really interesting because you are paid each time a visitor visits one of your pages, no matter how he/she interacts with or without the ad. If your website records an important or increasing amount of traffic, it can quickly be very profitable.
Many type of formats exist: classic ones (IAB standards), impacting, video, mobile etc. The biggest challenge for publishers is to choose the right combination that will allow them to maximize their revenue without disturbing the user’s experience.
Generally, the more visible the format is, the more revenue you will get. For further information on the different formats, you will find on our FORMATS page the characteristics for each of them.
Your earnings will depend on the formats you choose, the number of ads displayed, your traffic, as well as the time of year. Yes! It is obvious that there are more ad campaigns just before Christmas and around mid-August. This is why your revenue is subject to change throughout the year.
Real Time Bidding (RTB) and CPM
You should take into consideration that the online advertising industry is rapidly moving, especially its technologies. The most common process is currently the programmatic: the sale/purchase automation of websites’ space ads. On one hand, the buyers of advertising space (demand) who wish to broadcast their campaigns. On the other, the websites (offer) propose their spaces dedicated to advertising.
These actors meet each other on a virtual market (adexchanges) which permits to broadcast the ads. With this process, any size websites are likely to display ads from biggest brands without directly interacting.
The result is an auction system between different advertisers to ensure the publisher the best CPM possible, this is called RTB.
RTB makes it possible to be certain of maximizing the profits of an advertising display at the CPM, even if your site does not record an important amount of traffic.
Many ad networks provide CPM advertising using the programmatic technology. For example, The Moneytizer works with more than 40 partners in order to optimize the CPM ad revenues.
CPC/PPC, CPL and affiliation programs
The CPC (Cost per Click) or PPC (Paid per Click) are also often used by the advertisers. It is a click compensation: you are paid each time a user clicks on a banner advertisement of your website.
This type of compensation can be more profitable than the CPM one. However, it’s more binding because it does not guarantee any minimum income. Indeed, if no one clicks on your ad you earn nothing. However, it perfectly suits niche websites displaying targeted ads which likely have a high CTR (Click Through Rate).
Example: if you own a fishing website referring the best places to fish and you broadcast fishing accessories ads, your CTR will most likely be beneficial.
Several ad networks offer the PPC compensation, including AdSense (Google ad network), the leader of the market.
In the continuity of the CPC, we explore the CPL or Cost per Lead. The publisher is paid each time a user does a particular action on the website, such as subscribe to a newsletter or purchase a product.
You’ll understand that there is an important gap between the ad display and a lead. When we know that only one person out of 1 000 clicks on an advertisement, it is really difficult to estimate the number of leads a website is willing to generate on a monthly basis.
The web affiliation is a system based on link/banner exchanges. An advertising website (affiliate) exchanges commercial links with another website (affiliated). Each time a sale is made on the advertising website, the affiliate gets a commission on the revenue generated.
The affiliation technique can be assimilated to the CPC except for the fact that it’s based on a true partnership system. Some ad networks, such as Affilinet form relations between publishers and advertisers in order to form partnerships.
Just like PPC, the affiliation program is based on a “performance” system. Therefore, it is important to carefully choose the right partners and advertisers.
Other ways to earn money with a blog or website
Direct ad campaigns with the advertiser
Direct ad campaigns are the most basic way to monetize your website. Nevertheless, only two different types of websites can do such a thing.
You are a “premium” editor (> 1 million unique visitors/month) and want to bring your website to big brands’ attention. If so, you should ask an ad network to display ads on your website and give them a commission on your revenue. In the case of a direct campaign, the advertiser and the publisher agree on a number of ad displays, click or conversion in exchange for an undisclosed amount of money. You can also target your audience with special ads for a certain category of user.
This kind of campaign can be very profitable but also time-consuming: to find an advertiser or negotiate pricing.
Writing sponsored articles is a subtle way to earn money without directly displaying advertisements. The goal is simple: an advertiser asks you to write an article (a product for example) that will totally be integrated in your website but will be put forward respecting conditions (visual, principal points, eventually links).
Users may not directly realize that they’re reading a hidden advertisement even though it is written “sponsored content”. It is mandatory to mention it (following the Article L.121-1 of the Consumption Code). This type of advertising can therefore be very profitable, especially if the campaign is important and well-targeted.
Highly profitable once in place, it needs constant work of partner research in order to perpetually have sponsored articles online. In addition, an advertiser will only be interested in your site if you have a very good reputation.
If your website is specialized in an area, you can possibly gather all of your articles in a book that you can offer directly via your website.
Example: if you have a photography blog, you can create an ebook that gathers your best articles.
That being said, it is a lot of work and your visibility will be low.
Our advice to intelligently place ad on your pages
– Sensitize your visitors: some of your visitors can be reluctant to see ads while surfing on your website. Your role is to sensitize them by telling that advertising is a way for you to earn money for a done job. It is also important to say that using an ad blocker hinders you to be compensated for a job you did for free.
– Don’t overload your website: too much advertisement kills advertising. You better choose non-intrusive formats that will integrate in the website without interfering with the user’s experience. Our advice is to not exceed 3 formats per page.
– At the top: the formats displayed at the top of your site are the most profitable because they bring very good visibility to advertisers.
– Choose a format based on your audience: if your audience mainly comes from smartphones, you should choose mobile formats (responsive). Do not abandon the other formats for that purpose.
In conclusion, there are many ways to monetize your blog or website. You have to choose the one that will maximize your revenue. Based on your traffic, the device of your audience used, the time you are willing to devote to your website and the type of website.