Looking for other sources of revenue? How about
increasing traffic to your website? You may want to look at placing ads
on your site. If you are planning to add text or graphical ads to your
content, then I highly recommend reading David Szetela’s book: Customer Now. You can download it as an eBook.
your content to build revenue is an interesting sideline for teachers.
Just think about all the content you have created and its value. Instead
of selling your content, how about putting relevant ads within your
content. I asked David some questions about because I had a lot of
questions. I know about Google AdWords but didn’t realize the power of
other programs like ASDAQ Exchange.
1. How does content advertising create demand from potential
David: Content advertising creates
demand by putting ads in front of people who aren’t necessarily looking
for that product. It targets websites where someone who may become
interested in the products (if presented/shown to them) would visit and
grabs new customers that way.
work with K-12 schools and universities. Why would a teacher set up
content-based advertising on their blog or website? How would you
recommend them doing that if advertising is not allowed for anything
involved with their organization?
David: No matter whether you are a
teacher or not, the reason to set up content-based advertising on your
blog or website would be to make money off of it. If your organization
prohibits banner ads or text ads, you can do something called paid
inclusion, where you pay sites and search engines to link to your site.
Many teachers use Google AdWords. What advice or best practices would
you give to them about setting up their AdWords advertising for a site
that provides links to math lesson plans?
The advice for teachers would be generally the same as it would be for
anyone else. The question is how to best set up AdWords in general.
This is a very broad question which is answered at length in “Customers
Now” but it comes down to effective and smart AdGroups, keyword
granularity, and a good landing page.
What are the other content networks and exchanges that you recommend?
Would you recommend one over the other for specific purposes and target
David: I would say that Google’s
network is definitely the best to start out with; it has plenty going
for it. It’s user friendly, has a large volume and mostly free
The information about writing effective text ads was very helpful. How
would you phrase the ad for Math Lesson Plans?
David: For math lesson plans, as with most other
products, it’s more important to show your audience why they should care
about your product, as opposed to just “what your product is.” For
math lesson plans, the message should probably something like “these
will teach you math, period” as opposed to “we have XX number of lesson
plans.” People are very selfish when shopping or viewing ads. The
question that’s constantly being asked “what is this going to do for
When is it more effective to use a graphical ad instead of a text ad?
David: Graphical ads vs. text ads: The best advice I
can give is to have a good mixture of both. Nowhere is it proven that
a graphical ad performs better in general than a text ad or vice
versa, though somewhere I read that if you are advertising in Europe,
graphical ads are more effective.
Educators are not aware of the importance of a clear targeted landing
page. Why is the landing page the best place for visitors to find
information based on the ad? What do you suggest for educators as they
build a landing page?
David: A landing page is important because that is
the first thing your customer sees when he or she clicks on your ad.
That’s where you make your sale. Your landing page is where you lay out
your case—why the visitor should buy your product. You have to make it
stand out and grab the visitor’s attention because that’s how you
convert and make money.
How does ASDAQ Exchange work?
David: The ADSDAQ exchange isn’t necessarily “better”
than Google’s network, but it’s different in that, as Szetela explains
in chapter 6, “It is a true exchange that allows publishers to set an
asking price, and for advertisers to then bid on their presence on the
publisher content pages…The advertisers from approximately 400
categories, and ADSDAQ’s exchange places ads on all pages within its
exchange that correspond to the chosen category.”
9. What are the
metrics that we will want to be aware of when we set up content
David: The only metrics you really need to focus on
are Conversions and Cost-Per-Conversion.
Online Advertising expert David
Szetela founded Clix Marketing in 2003, following a 25-year career in
technology sales and marketing as an executive at Apple Computer and
Ziff-Davis Publishing. He is active in the Search Engine Marketing
Professional Organization (SEMPO) and was the author of two lessons in
SEMPO’s Advanced Search Advertising course. His writing has been
published in his weekly column as a Search Engine Watch Expert, Profitable
PPC , in the SEW Blog, in online publications like Search Engine
Land and in the Clix Marketing Blog. His weekly Webmasterradio.fm
show, PPC Rockstars, is broadcast every Monday at 4 PM
Eastern time. He is a frequent speaker at industry conferences like PPC
Summit, Marketing Sherpa B2B Summit, SMX and Search Engine Strategies.