During my research into selling downloadable PDFs to semi-computer-phobic women I picked up the notion that placing ads on my site would be not only sacrilege, but tantamount to throwing in the towel. I put so much time and effort into attracting users to my site, wouldn’t it be a loser move to send them away for mere pennies?
Placing ads on my site is like saying, “Howdy Jane Potential-customer, I see you’ve just come over from Google to find Kustom Kupcake Wrappers. Well, I have those and you could be making them in seconds for as little as $19.95, and even though this is the only site on the internet where you can design them right in your browser, wouldn’t you rather click on this link for industrial boat wrapping film?” Or worse, sometimes Google realizes the page is not geared toward boat dealers and serves up an ad for premium reusable kupcake wrappers or custom lollipops (they seem to be serving up more relavent ads as time goes on).
Are ads strictly a bad idea when you’re selling a product? Burger King doesn’t let McDonalds put ads in their menu. Perhaps, but it’s an experiment. Nearly everyone who comes to my site is looking for free wrappers. In fact, the page with the word “free” in the title is the second most visited one after the home page. There are many, many free kupcake wrapper templates on the internet. Women have fun on my site. The average engagement time is over 3.5 minutes. I’m competing for eyeball time with other sites and winning. So the questions is: how do I monetize those visitors?
I consistently compare my kupcake wrapper creator site to Patrick McKenzie’s Bingo Card Creator site, because his blog inspired me to get started. Now I don’t have the kind of sales volume he has over there. There are several reasons why. First, the market for kupcake wrappers isn’t as big as for learning to read. Second, let’s compare pain points — on one hand you have a teacher, who can go to bed once she comes up with a fun activity for Friday, and on the hand you have a grandma looking for something fun and creative for her granddaughter’s upcoming birthday party. The big difference is that, for the teacher, it’s her job, and for the grandma, it’s just a nice idea. There are other reasons, like teachers being part of a community who share tips and tricks, where the community of grandma cupcake wrapper decorators is, well, disjoint.
Patrick is laser focused on optimizing his funnel. Placing outgoing links on his site would be like periodically deleting random blocks of his source code repository in an effort to complete a project faster.
For the past year, I’ve never questioned the wisdom of an ad free site, but now it’s time to experiment. During the past two weeks, I’ve placed big flashy ads all over the site. In that time, I’ve made four sales. I typically average one sale per week. I’ve made $11 in ad revenue. I’ll let this play out for a while, but so far I’m feeling good.
P.S. Some ads pay nearly $2 for a single click!
