1. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Web Site Monetization Make Money While You Sleep

2. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Monetization Options  Google AdSense Yahoo Publisher Network SearchFeed Kontera ClickBank LookSmart LookQuick PeakClick Affiliate Programs Text link ad brokers (e.g. Text-Link-Ads.com, LinkExperts) Chitika Swickis (Eurekster) Video ads (Revver) RSS feed ads (e.g. Pheedo) Donations / tip jar Information products Email newsletter advertising Banner ads Pay per lead programs (e.g. ModernClick, Copeac, Pay-Per-Lead Power Ads System) XY7 CPAEmpire Azoogle Ads etc. etc.  Your mileage will vary. What works for some may not work for you.

3. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Affiliate Links  Affiliate networks like Commission Junction offer hundreds of merchants  Datafeeds are best (e.g. cardoffers.com)

4. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com What Are the Levers?  Turn the dial up on… –traffic (through SEO & SEM) –clickthrough rate on the ads –ad prices –number of ad units (AdSense allows 3, and 1 link unit) –venues (videos, RSS feeds, emails, etc.)  Content based ads and search ads

5. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Don’t Make It Look Like an Ad  Text ads good; image ads bad  Which ad formats work best? –Good: Leaderboard, large rectangle, wide skyscraper –Bad: 468x60 banner –Experiment because it varies for each site  No border  Match your site’s background, font color, link color  Make use of the Link Unit too

6. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Attract better ads  Make the ads more relevant –Use Section Targeting –Ignore reader comments and navigation  Target more expensive keywords –Check bids and revise content accordingly – e.g. house painting vs. home improvement  Put competitors and low CTR advertisers on your block list  Dispense with Flash-based or graphics-rich approach. Content!  Keywords! in URL, H1 tag, body copy, title tag, etc.

7. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Optimize Placement  Where are your visitors most likely to look? https://www.google.com/support/adsense/bin/static.py? page=tips.html  Use a heat map clickthrough tool like CrazyEgg to see where people tend to click the most  Definitely “above the fold” is best  Wrap content around it  Place near the search box, a “Submit” button, or other things that get looked at a lot

8. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

9. Public Service Ads  For when there isn’t a good paying ad to display  You can choose to display your own house ads instead –Google Backfill (allfeeds.com) –Google AdSense Plus (googleadsenseplus.com)

10. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Not All Visitors Are Created Equal  Crank up the ads for… –Lookie-loos who aren’t converting –Overseas visitors who aren’t your target audience

11. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Channels  Up to 200 allowed  Group ads by format, by keyword, by location on the page, etc.  Two types –URL channels –Custom channels

12. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com What’s Going Too Far  Ads adjacent to images  Wrapping keywords or small bits of text within google_ad_section tags

13. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com AdSense + YPN?  “publishers may now display other contextual ads on the same site or page as Google ads as long as they don’t have the same look and feel as our ads” -- Brian Axe of Google

14. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com YPN Optimization  http://ypnblog.com/blog/2007/01/03/optimizing-for- relevancy-part-i/  http://ypnblog.com/blog/2007/01/11/the-robot-ate-my- web-page…/  http://ypnblog.com/blog/2007/02/27/optimizing-for- relevancy-part-iii/

15. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Making Money While You Sleep  It’s child’s play!  If a 15 year old can do it, why not you too?  Case in point: NeopetsFanatic.com My daughter, SEO-in-training

16. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com More Examples…  Innsite.com  Writers.net  Lockergnome.com

17. © 2007 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com Q&A!  Email seo@netconcepts.com for a copy of this Powerpoint  Email stephan@netconcepts.com if you have any questions after the conference