Perhaps you’ve noticed that some blogs are using every bit of their advertising space as efficiently as Times Square. Ad space, ad dollars, ad revenue – the truth is, we all just want to make money. If you haven’t joined an ad network yet either because of lack of information or indecisiveness, you’re not alone. Even if you are monetized to the hilt, there’s no guarantee that you’ll turn a profit, even though advertisers are being seen on by your readers.
Ad networks compensate publishers using one of three methods:
- CPM – Cost Per Thousand. For every one thousand ad impressions, publishers are paid a flat rate. One challenge publishers face with CPM deals is the ad servers that power the advertisements often use different metric systems to determine impressions than the blogger’s own metric system.
- CPC – Cost Per Click. Publishers are paid on a per-click basis. This is the least desirable method of payment, as a very small number of users actually click ads (read: less than 10%), especially if they visit several blogs running the same ads (which often happens when blogs in the same genre belong to the same ad networks).
- Flat Rate Advertising. Publishers are paid an agreed upon flat rate for an agreed upon time. This is also known as brokering your own advertising, it is often the best option for those who are interested in advertising, yet would like to keep the organic feel of their blog. The only downside of selling your own advertising is that the opportunities aren’t always consistent.
Ad networks aren’t right for every blog, especially if you pride yourself on originality. Additionally, another problem with ad networks is that publishers cannot select the advertising displayed on their page, and ad networks also require premium placement on it’s partner’s sites.
How have your experiences been with an ad network? Do you broker your own ads?