Can I Really Make Money with My Web Site?

If you have a web site or blog, even though you may not know it, you are a publisher. And your “publication” has the potential to refer or inform somebody’s potential customer.

The answer is yes.
About ten years ago I began experimenting with what was then a fledgling industry: affiliate marketing. The concept is simple and predates the New World of cyberspace: I’ll pay you to send me a customer.

The basic idea falls into three main categories:
Pay per Click paid when someone clicks the link
Pay per Action paid when someone clicks link and does something
Pay per View (or impression) paid when the ad is viewed or displayed
You’ll sometimes see acronyms like CPA, this describes “cost per action” which is the same thing as “pay per action” but from the merchant or advertiser’s point of view. In other words, to pay you it will cost him. These all relate back to the basic concept of paying you to send someone a customer.

Worthy Links to Revenue
Here is a list of the most reputable affiliate providers and my less-than-scientific observations on each.

  • Share a Sale
    Combined payments and easy access to product datafeeds are a big plus for this up-and-comer. Don’t expect to find the Fortune 500 here, their specialty is smaller retailers that can’t afford the huge up-front costs of the larger services. If you’re looking for niche markets this is great place to start.
  • Link Share
    Ever-improving network of advertisers make this provider a must see. A wide variety of companies in all sizes work with Link Share. Linking interface is a little clumsy and doesn’t allow for much flexibility. Datafeeds are only available if you pay for them. WTF?!?
  • Clix Galore
    These folks are heavy on the Aussie merchants, although U.S. companies are also players. They combine payments too which is nice. Managing links is a little clunky but the reporting interface is good.
  • Commission Junction
    The biggest player in the affiliate marketing game. CJ combines payments and offers one of the most elite advertiser lists out there. Their “Smart Zone” feature is still the best in the biz and works with advertiser’s product datafeeds.
  • Google Ad Sense
    As usual Google is a new arrival on the scene and has taken a novel approach. It’s basically a pay-per-click program but with a twist. The ads displayed on your site are based on the content of your page. Advertisers bid on keywords and Google shares the revenue with you if a visitor clicks the link.
  • Valueclick
    If you have a high-traffic site you should consider visiting these folks. They are biggies in the pay-per-impression and pay-per-click advertising. Their advanced user interface allows you setup defaults and alternate network ads as you see fit.
  • Burst Media
    Burst is another CPM network and they specialize in working with niche publishers. This is a good fit if you have a forum or blog.

This is only a partial list of course, and it’s growing all the time.

How it WorksSpeaking of Pixels
The size of computer monitors vary greatly. Measurements on the web aren’t stated in inches because computer monitors, like most of the world, doesn’t know what an inch is. While I surf along with a 15″ CRT you may be staring at a 30″ plasma flat panel, and then you have the guy who looks at a web page using a cell phone. All three of these screens have different ideas of what an “inch” is. However, they all have pixels.

That’s why you see banner ads described as 468 x 60 as opposed to something you’d find on a ruler. The dimension is always width first, then height. Common sizes of web site ads these days include 468×60, 728×90, 120×60, 120×600, 160×600, 300×250, 125×125 and 250×250.

Whew.
You join an affiliate program and they provide you a blob of script or a special code. You paste this special link on your web site– it may take the form of a graphic or plain text. The important thing is when someone clicks on this link it identifies you to the advertiser or merchant as the source or referrer. Sort of a 21st century version of, “Who sent ya’?” Then, depending on the payment terms, you get credited for sending the visitor.

In the early days affiliate marketing was more or less based on the venerable banner ad. Most any site worth a GIF sprouted advertising across the top of the page in the form of the now familiar rectangle measuring 468 pixels wide and 60 pixels tall. Today affiliate marketing includes rotating banners, product datafeeds, contextual text ads, keyword searches and search engine marketing.

Getting Beyond Basics
Before you can make any money you’ll need to sign up with an affiliate program. These come in many different shapes and sizes, but fall into two main categories: program providers and merchant program.

Providers are companies that offer merchants/advertisers a way to manage their affiliate program without actually having to “manage” it. The provider handles all the record-keeping, serving up the links and paying the affiliates. You’ll find a list of the most popular affiliate program providers below.

Merchant programs are simply affiliate systems that are not managed by a third party. In other words, the advertiser themselves take care of the bookkeeping and link management. Most of the time this method is used by smaller organizations, but not always.

Affiliate network providers offer you one-stop access to many advertisers. They usually have the horsepower to serve up links and banner ads without a glitch. Some of them combine payments, which can speed things up and reduce the chance of small amounts being trapped in limbo. On the other hand, most self-managed programs offer higher commissions. This is simply because they don’t have to pay a third party.

I hope this article was helpful for those of you considering the possibilities.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s