Blog Monetization presentation from the 2011 Santa Monica International Food Blogger Conference.

1. Monetization
Online Advertising
Barnaby Dorfman

2. The Promise for Advertisers
I know that half of my
advertising dollars
are wasted … I just
don’t know which
half.
-John Wanamaker
With Online Advertising the Impact of
All Dollars Can be Measured

3. Definitions
– Impression: The Viewing of an Ad by a person
– CPM: Cost per Thousand Impressions
– CPC: Cost per Click
– eCPM: Effective Cost per Thousand
– CPA: Cost per Acquisition
– CRT: Click Through Rate
– UV: Unique Visitor
– Visit: A Single Website Session by a User
– PV: Page View
– PPV: Pageviews per Visit
– House Ads: Unsold, Self-Promotion Spot

4. Advertorial
• Sponsored
– Blog Posts
– Email
– Twitter/Facebook
• Set a base flat rate
DISCLOSE
DISCLOSE
DISCLOSE

5. Display Advertising
Begin
with
Design
Review
To Create
Inventory

6. Choose Creative Types
• Banners
• Popups/Popunders
• Takeovers
• Multimedia/Video
Interactive Ad Bureau
• Social Media
http://www.iab.net

7. Selling: Use a Mix for Max $
Direct
Selling
$
Targeted Networks
&
Agencies
Broad Networks
“Remnant”
Volume

8. Broad Networks
• CPMs: $1-3
• Can be Total Autopilot
• Less Control

9. Targeted Ad Networks & Agencies
• CPMs: $2-$5
• More Control (usually)
• Read the Contract
• Watch Out for Exclusives

10. Direct Selling
• CPMs: $5-$10+
• A Lot of Work
• Total Control
• Leverage Relationships
• Create a Media Kit
– Traffic
– Audience Demographics
– Editorial Calendar
– Creatives Available
– Pricing?

11. Delivering Advertising
Double Click for Small Business
www.google.com/dfp/sb

13. Numbers
“It was my understanding that
there would be no math”

14. So How Much Can You Make?
It Takes a Lot of Traffic
• Assume
• 100,000 Monthly Unique Visitors
• 2 Visits per Month
• Average 2.5 PageViews per Visit
• Equals 500,000 Pageviews/Month
Ad Type RPM/eCPM Monthly Income Annual
Income
Adsense $1 $500 $6,000
Targeted Network $3 $1,500 $18,000
Direct Sales $10 5,000 $60,000