The Big Misunderstanding About Advertising


It’s one of the most common forms of monetization employed throughout the blogging community … and yet, it’s also one of the most commonly misunderstood.

This misunderstanding is particularly dangerous because it leads a lot of bloggers into high expectations, which inevitably disappoints the blogger and ignites a negative view of sustaining by advertising revenue. Let’s take a closer look.

Tell me if this sounds familiar:

You’re ready to take your blogging career to the next level, so you sign up for a Google Adsense account and place ads throughout your blog with the confidence that the more traffic you get, the more clicks you’ll get … the more clicks you get, the more money you’ll make. This approach is what usually comes to mind when bloggers think about advertising.

The results:

You make $0.03 / day.

Why are the results usually low?

This approach doesn’t work for most bloggers, because most bloggers aren’t anywhere near the amount of traffic needed for this approach to prove viable. This introduces a new question … how much traffic do you need? It may seem unfortunate that there is no clear answer here, but it’s actually a good thing because the closest acceptable answer contains promise: Every niche is different. Some niches require a fraction of others due to highly targeted audiences and lack of competition.

What’s Really Going On Here

So how can we identify the misunderstanding and improve our approach to advertising within the blogging community?

Simple clarification should do the trick:

Placing ads on your blog is not the same thing as selling ad space on your blog.

When you sign up for Google Adsense, or any other pay per click advertising network for that matter, you’re actually throwing in the towel and giving the network most of your profit in exchange for their services. Their services include connecting advertisers with available ad space seamlessly and behind the scenes.

All you have to do is place the code in the area of your choice (don’t get penalized now), so Google Adsense knows where to place ads.

This was a great solution for those interested in advertising … that is, until publishers started paying attention to the numbers and more importantly, what they could do to achieve the best results.

Selling Ad Space Directly

You’ve probably heard it before — if you’re going to dabble in the advertising world, be sure you’re selling ad space directly because ad networks don’t pay shit.

Unless you seriously undervalue your blog, you should break free from the ad network and consider the alternative. Though it used to require a lot of extra work, including media kits, networking events, striving for excellent stats and more, there’s a new player in town that provides excellence on every level, and changes the game as we know it.

That solution is called Skyscrpr — it’s awesome.

It helps you sell ads directly to advertisers by giving you the tools needed to create a media kit, tools to create and dedicate ad space, real time sales monitoring, and more. If you haven’t already, check out the interview with co-founder, Paul Burger. They provide the powerful tools you need to proactively make ad space available and attract potential advertisers.

Don’t fall into the ad network trap. Own your ad space.

Chris Rice is an SEO with Sachs Marketing Group. He writes about WordPress themes, plugins, and services for entrepreneurial bloggers at CreativeBlogger. Get more from him on Twitter and LinkedIn.


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