Three Ways Publishers Make More Money

So far 2012 is off to a wonderful start. Over the last two days I’ve issued just over to $200,000 in cashouts to our publishers – and the requests keep coming in. Our publishers are on fire, but the fire could be bigger.

While processing payments I often glance over publisher websites to get a feel for their overall monetization strategy. Often times, it only takes a very small adjustment for a publisher to make more money. Here are three simple things to consider as you work toward your goals in 2012:

1. List Your Best Inventory for Sale

If you’re providing the second best inventory through the BSA Marketplace you should expect to sell ads at a second rate. It’s that simple.

If you’re running a sidebar banner, selling it in a location below an Adsense banner, you should cut your ad price in half. You’re placing Adsense, a remnant ad unit by nature, above a direct sold ad unit that commands more money, more attention, and more brand value for your blog.

2. Stick to Standard Ad Sizes

When you’re working with advertisers they sometimes have an art director, or someone to whip up graphics in house. It’s safest to assume, however, that most advertisers are walking into our inventory with a bag full of prepared banners that are IAB standard sizes.

If you provide standard sizes then you aren’t asking someone to make a custom banner, which requires additional time and resources on the advertiser’s end. Remember, this additional time and resources will be considered as part of the cost when making an ad buy. By sticking to standard ad sizes you are making your ad inventory more buyable.

3. Focus on Quality Traffic Not Quantity

Your first instinct after browsing our inventory may be to raise traffic. More impressions = more money, right? Not all traffic is equal. For example Stumble Upon traffic, a very attainable source of traffic in the niches we work with, is often worth very little. The visitors can be personified easily as someone who comes to a website, expects to spend 5 to 15 seconds on the site, then hop to the next article that makes their jaw drop. While this traffic may give you impressive numbers, and give you more impressions to sell, you can be sure that advertisers will notice the low quality / low converting traffic. This pattern, and an excess of low quality traffic will lead to a high turn-over rate with your advertisers and less recurring revenue.

I run a site, UX Booth, a publication about User Experience that fits into the larger niche of web design and development. We often hover around 100,000 impressions each month. Sure, we could mass promote our articles across sources we know will inflate our numbers. However, this wouldn’t be quality traffic. Even though our numbers are modest we are still able to command a $6 to $8 CPM since we have high quality traffic.

You shouldn’t be here for a quick one month sale. Value truly comes with building a positive relationship and expectation with an advertiser. That’s how you sell ads for multiple months in a row. It’s a more sustainable income.

Let’s Grow the Fire Together

Have a question specific to your website? Drop us an email in support or leave a comment here. Let’s help each other build a bigger fire.

  • Adrian

    200×125 format of banners is very popular, but he not are included in IAB ad unit Stadards… strange for me.

    good point view about stumbleupon, here i can to add sites like digg or reddit with bi bounce rate ~97%… is not good traffic and i don’t recommend to promote site on this type of sites.

    • Matthew

      Yes, IAB has some up and coming rising stars. It isn’t a bad idea to keep your own eye out for sizes that become standard before IAB adds them to the line up.

  • Avinash

    Nice post ! the most people make money by using 125 x 125 and 468 x 60 because they are very popular and more people getting paid by writing making money articles

  • Mj

    I am sorry i am writing here but since i have found no other way to contact you people , i would like to know the reason for rejection of my site , even after satisfying all the conditions , can you please let me know ?

  • Mj

    @Matthew ,
    I had already opened a Ticket but have not got any response till date , that’s why i had to comment here , Sorry for that !
    I have so much reputation of BSA that i can be here at any cost !:)

  • Damir

    This is true “the most people make money by using 125 x 125 and 468 x 60 because they are very popular”

    • Matthew

      It depends largely on the niche and other ad sizes available. I have no 125×125 or 468×60 banners on my personal site.

  • Fashion

    as buysellads require 50000 impression per month to allow adds for publishers. in this case how can i know about my site’s total impressions?
    is here impressions means pageviews?

    • Matthew

      Page views are often the same as impressions, yes. If you’re submitted your blogspot domain though we often deny if you do not have your own URL.

  • sing a song

    i already use adsense in my blog. may i use this service in the same blog or site which is approved by Google Adsense? please help me to give the answer.

    • Matthew

      We do allow users to run other ad networks alongside our own, such as Adsense. However, as I stated in the article, be sure to reserve premium placements for direct sales through BSA.

  • Fashion

    God increase my traffic magically that i can be a publisher as soon as possible to earn money :)

  • Tushar

    I tried the Buy and sell ads for my website many times but it does not accept me. I have very large page loads than unique visitors.

  • MU engineer

    It is very essential to focus on quality traffic .. I like the article.. really useful.

  • tips

    3rd point is very awesome.. i.e. quality traffic..

  • Sonda

    It’s very funny to see people saying you must focus on quality traffic, for the God’s sake, how can you know what kind of traffic does your site have?

  • Sufi

    Hello, I sent you email through your support page (ticket). I sent it 3 days ago, and till now there is no response from you. How can I contact with you guys? I need some help.

  • h.khan

    Publishers that learn how to attain quality traffic are usually the ones that start making the big bucks — there’s a huge difference between targeted (quality) and non-targeted (not quality) traffic in terms of earning capability.

  • make money

    Its like you learn my thoughts! You appear to know so much about this, like you wrote the guide in it or something. I believe that you simply could do with some p.c. to drive the message home a little bit, but instead of that, this is great blog. A great read. I’ll certainly be back.

  • Shah Sultan Rony

    Although, getting approval from BuySellAds is really hard. My website have good page impression, good look, quality traffic 90 % traffic come from Google search and good Alexa rank. I already trying a number of times, but same result- They disapprove my blog. Now I place adsense ads on my blog.

  • crtici

    which banner is the best for you

  • Minhajul

    Shah Sultan Rony, I am a BSA advertiser from uk. I like your blog because its nice, quality traffic & really useful. I dont know why they disapprove your blog.