Monet Old
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Why I No Longer Use Pay Per Click Ads To Monetize My Website
Monetizing a website, whatever type of website it is, has become an extremely easy process. In the old days, to monetize a website, a webmaster had to pair themselves up with an advertiser that was advertising in a niche that was related to but not competing with their own niche. If, and that is a big if, a webmaster could locate an advertiser looking for a website that would publish ads on their site, then a joint-venture of sorts could be formed.
Now, this process has become a highly streamlined one that is for the most part automated. Additionally, the base of advertisers and publishers has grown and diversified to the point that the pairing-up of publishers and advertisers that seem perfect for each other is as easy as inserting a small bit of Javascript in to your web page. However, the process of pairing has become so streamlined and the monetization of the entities that govern this process so focused, that the usefulness of PPC as a revenue stream for webmasters is no longer a profitable one and is actually one that hurts your bottom line in the long-run. What are some of the reasons for saying this.
Leaks. The biggest reason PPC advertising is a self-defeating method of monetization for your website is the fact that it is potentially one of the biggest leaks your website can have. Now, if your website is designed around PPC traffic specifically such as made-for-ppc site as the term goes, then that is fine. In this case the leaks are intentional and, if the targeted ads are well researched, potentially very profitable. But, if your website is built around selling a product or promoting an affiliate product, then PPC is definitely not for you as the ads are actually competing with your own ads, those being your affiliate links or links to your products. You can use one or the other, but definitely do not use both. Why would you risk losing a visitor for a click that earns you ten cents when your affiliate link can earn you much more than that? The answer is simple. You wouldn't. This leads me to my next point.
Pay Per Click monetization of websites is becoming less and less profitable. If you have never run a PPC campaign, allow me to let you in on a little secret. PPC networks, especially those run by search engines have set up their networks in such a way so as to reward copywriters who can write ads that effectively compete with organic results.
What does this mean?
Well, if you launch a PPC campaign and you bid on a keyword so as to have your ad listed on the first page of search engine results, your click through rate is monitored meaning your click to impression ratio is carefully watched. If your ad is successful at drawing clicks away from organic results on a per-impression basis, then you are rewarded with lower Cost Per Click (CPC) rates and the quality score of your campaign increases. If your ads cannot compete with the organic results in terms of the ability to draw clicks, then your cost per click skyrockets and your quality score goes down. This methodology rewards those that make the PPC network the most money and punishes those that do not.
What does this mean for webmasters that use PPC as a means of web site monetization?
It means that the leaky PPC ads that you place on your website are being actively monitored so as to continuously lower the amount of money you make as a publisher while maximizing the revenue of the network. For this reason, unless I am designing a website that is designed specifically for the use of PPC as the sole method of monetization, then PPC networks are banned from my site due to the fact that they receive a low quality score as a source of income. These are just a couple of the problems with PPC networks.
About the Author
If you found this article useful, then read the original and more like it here: http://thebitbot.com/2010/10/why-i-no-longer-use-pay-per-click-ads-to-monetize-my-website/ If you are interested in affiliate marketing, blogging, SEO, SEM or internet marketing, then download our free guide to internet marketing here: http://thebitbot.com/internet-marketing-basics/free-ebook.html
Takes The Art World!! Kieron Williamson, 7-Year-Old 'Mini Monet' Takes The Art World
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