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Should You Pay Less Attention in Building Loyal Readership to Increase Your AdSense Income?

April 11, 2007 by  

Over at HTNet, Azmeen has a great post up entitled “Five Secrets of High AdSense Earning Web Sites That “Te Experts” Don’t Want You To Know". That’s a great title too by the way.

He shares five points that according to him could help AdSense publishers increase their AdSense earning.

  1. Focus on Non Tech-Savvy Audience
  2. Let Legal And/Or Medical Topics Be Your Main Content
  3. Have Some Interactivity In Your Web Site
  4. Use Easy To Understand URLs
  5. Don’t Put In Too Much Effort In Building Loyal Readership

While I agree with most of his points, sadly I would have to disagree with point number five.

There’s a danger that this suggestion could reduce your AdSense income more than it could increase it. This is not an attempt to prove him wrong but it’s just how I look at it from a different perspective.

 

Make Your Website Boring To Drive Your Visitors Away

Point number 5 contradicts with point number 3 where he suggested adding some interactivity on your website. The point of making your site interactive is to retain those visitors as long as possible.

Interactivity requires visitors’ participation which in turn teaches them to become familiar with your website. Some of them will come back and become loyal visitors.

If you don’t want loyal visitors, you should not make your website interactive. You should make it as boring as possible so that all that’s stand out are those beautiful AdSense ads!

Your visitors will promise never to come back but the good thing about that, you’ll achieve you goal of not having many loyal visitors. If they have nothing else to click on, they could end up clicking your AdSense ads to get out from your website and that puts money in your pocket.

 

Visitors Don’t See Your Ads the First Time

There’s this statistics that says sticky websites make more money from ads. This is one of the reasons why Yahoo! is trying to be everything to everyone by adding all sort of interactive features on their site.

They are trying to create an army of loyal visitors which will be exposed to their ads over and over again. I’ve read a study where it shows on average, it takes about seven exposures to an advertising message before a consumer response to or remember that message.

Without loyal visitors, your AdSense ads will be viewed by a fewer number of people and even fewer people will response to them.

 

Just Look at Me to Make Me More Money

Another reason why not having loyal visitors can be more harmful to your AdSense income is that not only you make money from clicks generated, but from CPM or impression per thousands too.

AdWords advertisers who target your website will pay by CPM and by having many loyal visitors; your CPM count increases significantly and this in turn will make you more money.

 

Advertisers Is Looking For Loyal Visitors

From the advertisers’ point of view, they would prefer to advertise on a website where there are many loyal visitors.

Why? Because in a way, the number of loyal visitors a website has indicates some level of trust those visitors have on the website owner.

Advertisers want to be associated with websites that are trusted by their visitors. This in turn helps in conveying a sense of credibility about the advertisers to the visitors. You see, when JohnChow.com blog was advertised on ProBlogger.net, some people see this as a recommendation from Darren Rowse of ProBlogger.net for his loyal visitors to visit JohnChow.com.

Darren could just filtered out John’s ad if he didn’t like it but he let it continued to run.

The more loyal visitors you have, the more potential advertisers who will be willing to advertise on your website. The increase in competition will do nothing but increases your AdSense CPM rates and at the end of the day, this translates into higher revenue potential for you.

 

Some Loyal Visitors Become the Advertisers

Have you ever thought of your users as potential advertisers?

I have and actually been considering to advertise on JohnChow.com. It’s one of my favorite blogs – although I do not agree with everything that he writes.

I’ve also advertised on LiewCF.com and PetalingStreet.Org because as a loyal visitor I know what to expect from them and I don’t mind my ads associated with those websites.

Of course the Google AdSense team realizes this too and has come up with a way to encourage more interested advertisers bidding on your site.

You may have noticed that the ‘Advertise on this site’ link is no longer appear on your ad units following last week’s ad format change. This is replaced with the ability for AdSense publishers to display a separate OnSite Advertiser Sign-Up link on your site, such as within the sidebars of footer of your pages.

 

advertise_on_this_site.PNG

 

So, more loyal visitors means more potential advertisers.

 

Loyal Visitors Click on Relevant Ads

Despite what we are inclined to believe, loyal visitors do click on AdSense ads especially if your website focused on a non tech savvy audience.

Non tech-savvy audience usually gravitates around interactive websites. You’ll make more money from them by making them loyal visitors since they probably don’t know that clicking your AdSense ads will make you money.

They click an ad because they find it relevant.

Remember PlentyOfFish.com? It’s a free dating website owned by Markus Frind. Obviously the website has built up quite a legion of loyal visitors which has helped Markus to earn USD10,000 per day from AdSense on that site. No, that’s not a typo.

Because of the above reasons, I conclude that having more loyal visitors instead of more passer-by will help you make more money from AdSense.

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3 Comments »

Comment by Azmeen
2007-04-11 16:40:55

Hi Gaman,

I really, really appreciate you analysing my post. Nevertheless, I think that you’ve misconstrued my fifth (and undeniably most controversial) point.

You’ve stated that adding interactivity and putting in effort to build a loyal readership could not be mutually exclusive. Let me try to convince you that it actually can.

To me, interactivity means providing ways and tools for visitors to discover what they’re looking for easily. It can be as simple as a search form and list of related links, it can something more “engineered” like highly customised landing pages that’s made interactive depending on the referring web site, search terms (if they’re from a search result) as well as the visitor’s geographical location.

I’ll be honest, I don’t expect my regular visitors to be a source of ad clicks. And I’m 100% OK with that! Should I neglect them then? Absolutely NOT!

These people are indirectly my agents. They’re the one who’ll be providing me with my revenue stream; ad-clicking traffic :)

I’m sure that you’ve seen the example I used to illustrate this point. I specifically used the scenario where a visitor referred to by search engines is converted to an ad-clicker.

The same scenario can be used for traffic referred to by my regular readers, including the 50 or so subscribers of my feed.

Do I expect to make some AdSense earnings from them? Honestly, no. But if what I write entice them enough to actually link due to them agreeing to my points or even disagreeing to it, chances are, I’ll have a stream of new visitors who would have otherwise not known about HTNet.

This segment is my target.

Your post here is a perfect example. Would I expect Gaman, someone who I definitely know is way more experienced about making money online to be one of my ad-clickers? I don’t. But I know that you’ll be able to supply me with a bit of traffic that will.

And for that, I thank you :)

Comment by Gaman
2007-04-11 17:13:52

I think this is where we see interactivity differently. People do not interact with your website more because it has a search engine or because highly customized pages are shown depending on their IP address.

That’s personalization which is different from interactivity (search is just a normal tool that everyone has)

To me interactivity means making your site sticky.

Google uses Smart Pricing to determine how much a website gets per click. Those with many loyal visitors will ultimately enjoy favorable Smart Pricing.

Why? Because loyal visitors convert easier than one off visitors which only click but don’t usually convert.

Eventually the cost to advertiser is reduced in order to provide a strong ROI. This leads to higher payouts for AdSense publishers as more advertisers are competing for a spot to advertise on that website.

If one off visitors converts, why does the one off digg traffic doesn’t? Of course we can argue that digg users are not the average users. We both agree though tech savvy audience doesn’t usually click ads.

But the main question whether one should not put an effort in building loyal readers so that to increase his/her AdSense income – I’ll have to disagree with that unfortunately. You can actually make more money from AdSense by putting the effort to build up loyal readers for reasons described in the post and smart pricing thing. You have to look at it from both sides.

However, given a tech related website, and just by looking at it from the publisher’s point of view, I agree with you that you can get quite a number of click from your one off visitors.

 
 
Comment by ketyung
2007-04-15 10:27:59

I definitely agree that non-tech savvy guys will only click on adsense. For tech-savvy like us, will never click on that, as we all know what it’s about

 
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