Running Ads on Your Business Website: Smart or Not?

Google’s Adsense program is an amazingly easy way to begin making some money with your business website if you have some traffic. Well, actually there are a few variables that go into it and I’ll cover those in a few minutes.

Running ads for other companies on your business website might not be such a great idea. You’ve got to make a decision about whether to run other ads on your business site at all – or, try hard to convert each of your visitors into either customers, regular visitors, or as email list members that you can keep a conversation going with.

Ads running on your site that are from a business in direct competition with yours probably isn’t a good idea. I wouldn’t run any other business incorporation site ads on my site because there’s a good chance I’m going to lose customers that way – sometimes for just pennies. Not a good idea.

I might run ads for businesses that are similar to mine but that don’t offer the same products and services – they’re in a niche related to this one – but, not identical.

If you do decide to run Google Adsense ads on your business site these are the factors that you’ll need to optimize in order to make it work. Make it work is long way to say “make cash”.

The 5 variables leading to success using Google Adsense or some other Pay Per Click Advertising scheme on your site are:

  1. Number of visitors to your business website – Roughly you’ll get somewhere between 1/4 of 1% up to 2% of visitors clicking ads you have on-site. There’s a BIG difference between these percentages and they can be the difference between making it or not.
  2. Placement of Ads on your business site – Ads placed “above the fold” do well. Ads placed in-line with a readers flow of reading do well. Ads that blend in to the context that surrounds them usually do better than highly contrasty ads – unless those ads are at the edges of the site and away from flow of reading.
  3. Ad Design – blending is usually better. Font type, size, and general matching with site content is usually best.
  4. Relevancy (between reader intent, the content and the ads) – have too much relevancy and your competition will be stealing your customers. Place ads for related niche businesses on your website and you’ll have the right idea.
  5. How much are ads paying – some ads pay $3 per click, and some 10 cents. Some niches are very competitive and the advertisers are desperate to find customers. They bid high on the keywords and you’ll make more money than low-competition niches.

Running advertisements on your business site may or may not be a smart idea. Test it and see how it goes. One primary concern is that you don’t want to give your customers away to another company that’s in the same exact niche as your business. The other concern, if you decide to run ads on your business website – is how to bring enough traffic to your site and optimize site / ad design to capitalize on your site traffic. It’s basically a numbers game – more people = more sales, but it’s also an optimization game.