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A little while back, I decided to experiment with running ads down the sidebar. I did this out of curiosity, because I wanted to know what the click-through and payout rate would be, but the only way to find out was to give it a try. I decided to sign up with the primary contextual text ad provider (you know the one I’m talking about) and try it for three months.
I had tried this particular ad server in the past, on a movie review website that I ran for several years. The problem then was that I wanted the ads to say “click here to buy or rent movies.” But since they were contextual, they would pick up words that I used in the movie review and run ads for it. So for example if I said “no cheerleaders were harmed in the making of this movie, although perhaps they should have been,” the ads for that particular review would all be selling cheerleader outfits.
This got tiresome, and I pulled the ads after only a few weeks.
I had better luck with the contextual ads for this site, since it’s pretty knitting-specific. I would say that 95% of the time, the ads were completely relevant. Occasionally I would accidentally say a target word, like the time I said “turbo” as in “Addi turbo needles,” and my site displayed a full-length ad for a shiny turbo SUV. Charming.
Nevertheless, despite their high degree of relevancy, the click-through rate was abysmal. I am not allowed to share specific numbers with you as part of my contract with Non-Evil Contextual Text Ad Provider (henceforth, NECAP). So let’s just say that in three months I earned enough to buy a Sunday paper, but not enough to buy a Sunday paper with sales tax.
I think the problem lies in the fact that, although knitting is very hot, there don’t seem to be many knitting companies buying space with NECAP. No matter where you go or how often you refresh the page, you’ll still see pretty much the same five ads. Occasionally they would switch places, but it was always the same five companies, no matter where you look.
So forget the NECAP ads.
I’m still willing to sell ad space on an informal basis, though, and if you’re a knitting-related business with an online presence, email adspace@fisherking.org if you’re interesting in purchasing space. My website stats are pretty good, and I’m sure we can work something out.
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