Adsense Vs DoubleClick CPC
Adsense Vs DoubleClick CPC
The legal world presents a unique opportunity for publishers to earn high revenues. Whether you write a legal blog or operate a legal forum there are a variety of unique ways to monetize your site. Lawyers operate in an industry of high margins, therefore they can afford to spend considerably more than typical businesses to acquire new customers.As with most types of blogs or forums, a great way to start is with Google Adsense. Adsense dominates the Pay Per Click (PPC) market and is a great place to begin if you own a new site. You simply need to apply for Adsense, implement the ads on your site, and Adsense takes care of the rest. Adsense pays you every time somebody clicks on your ads, and in the legal vertical ads average $42 per click!If you publish legal content in a particular niche and you’re a lawyer yourself, a great way to initially embark upon site revenues is to reach out to lawyers in your niche outside your geographical market and to sell ads to them in their particular market. By selling outside your market, you capitalize on your unique, niche content but avoid butting heads with your local competition. You’ll need to disclose to your prospects your traffic amounts and where that traffic originates, but for a small price you can convince them it’s worth their while. After all, if a lawyer charges $350/hour and gains one customer billed for 10 hours ($3,500) from a $500 ad then his ROI is 600%. That’s an amazing return on advertising dollars for any business.If you operate a legal forum, the premise is similar. Adsense can be a great place to start, but as your forum grows avenues to different niches and subjects will open up. Once you’re able to segment your forum into categories you can then begin to approach lawyers from different geographical areas and provide each with advertising depending on where your traffic originates. Of course, you can segment the content so that each lawyer exposes ads to his particular niche.Though there may not be tons of traffic for every niche and geographical segment, the key is the quality and precise targeting of the traffic. That targeting provides the underlying value for each attorney, as that content finds only the eyeballs of each lawyer’s specific type of clientele in his specific geographical market. For instance, if a personal injury law blog receives 200 unique visitors/month from Ohio and each spends an average of 5 minutes on the site, maybe a lawyer in Cleveland believes each visitor is worth $2.50 because the visitors are highly targeted and at least one or two are likely to convert into a customer. This is the logic you’ll use to create appeal to your prospects.So how do you manage all this? First, you sign up for Google Analytics (GA) for free to observe and analyze all your site traffic and behavior. With GA you’ll be able to determine where your traffic comes from and what pages they’re viewing. Next, you must find a way to segment the ads and serve them in a way that suits each niche and each geographical marget. The solution is through Doubleclick for Publishers (DFP) ad platform, which is also free. DFP allows you to manage your ads and to show them when and where you want. It’s a powerful tool, but if it appears too daunting contact us so we can lend a hand. Lastly, once you’ve signed up for DFP, Google offers a premium version of Adsense called Doubleclick Ad Exchange (AdX). Google typically extends invites only to premium publishers, but our relationship with Google allows even smaller publishers to join. AdX revenues tend to be 25% – 100% higher than Adsense and you can sign up here.
