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• Know your audience• Gather emails through offers and
opt-ins• Post minimum 2x+ per week to
blog• More for other social media
platforms
Your Blog is Your Business
• Advertisers want your ad space• Traffic measurements • Page Views = The number of times your
pages have been seen by your visitors
• Impressions = The number of times the ads are displayed
• Unique Visitors = Best tracked by signed on users, but sometimes tracked by IP addresses
Ad Revenue
• Advertisers are looking for:• Audience specifics, demographics• Ex. Age, Gender, HHI, Children in HH,
etc.• Contextual• Words in your post, image titles or post
titles• Engagement • How long a visitor stays on your site• Number of pageviews per visit
Ad Revenue
• Engagement – blogs tend to have high engagement because of loyal followers • Time spent, comments, shares, likes
• CTR = Click through rate• Ex. On Taste of Home, targeted media
gets ~.3/.4% CTR• Mobile – traffic increasing
Ad Revenue: Measuring Success
• Media providers bring advertisers• Dedicated sales staff• Combine relevant audiences for more volume• Technology• Utilize content/audience targeting • Research and audience metrics
• Knowledge of ad space to maximize the most dollars
• Provide post-campaign metrics
Media Partners Help Maximize Ad Revenue
• CPM: Cost per thousand• Effective CPM (eCPM): Actual or overall
CPM• All ad revenue divided by available ad
impressions• Fill rate becomes important• Too many ads dilute CPM – ad space and
ad sizes• Measure RPM
How Pricing Works
Using DFP – highest bid wins• Direct sale, local media:• Ex. Joe’s Diner @ $1.25 for 10,000
• Media partners• Ex. Taste of Home @ $.80
• Indirect/remnant, CPM floors• Ex. TBD @ $.35
• Direct based on sponsored posts or other third party targeting
Stacking Your Ads
How Ads Are Served• Nano second delivery• Tools like DFP or native chain• Share passback tags• Track the ‘lost impressions’
Keeping Track• Monitor the daily runs – dashboard • Measure eCPM – daily dashboard
provides reports
Tracking Ads
Choosing Media Partners:Compare Their Content
Match Your Vertical Market • Complement other sites • Establish relevant affiliations• Add value from cross promotion and
programs
Paperwork & Logistics• Contract• POP• comScore• Getting Tags
Choosing Media Partners: Compare Their Services
Choosing Media Partners: Compare Their Services
Getting Paid• Payout timing• CPM estimates or floor• Revenue share
Technology• Back office: Operations/ad ops for
optimization• Dashboard & CMS• Technology advancements• Ex. Mobile platform• Ex. Video platform and content access
• Tech guru capabilities • Research, analytics
Choosing Media Partners: Compare Their Services
Influencer Marketing• Sponsored posts• Contesting
Engaging Ad Units• IAB rising stars – new units• Video –video capabilities
Choosing Media Partners: Partnership Beyond Banner
Ads
Promotions• Content• Content sharing to drive traffic• Cross promotion with other
brands/websites• Social Media: Shared Pinterest boards,
mutual likes, shares
Choosing Media Partners: Partnership Beyond Banner
Ads