How Now John Chow?

A Useful Site If You’re Looking to Monetize

I’ve mentioned him in passing, but I’ll be more explicit now: if you are interested in making money from your website/blog, John Chow is full of good advice. Though already a “Dot Com Mogul”, he started a new blog about a year ago which focuses mostly on how to do this, e.g. by being a “Google whore“, with some interesting asides about his multicultural life as a Chinese-Canadian, which of course I enjoy and empathize with.

Although I’ve been using Google AdSense for a while, I haven’t written much about it, partly because their terms of use seem to prohibit explicit discussion of how much money one is making – without which, it’s hard say anything useful and concrete about how to make more.

Either Google have changed their rules about discussing money, or John doesn’t mind risking risking a rap on the knuckles – he’s very up-front about how much he’s earning. (Not that he’s likely to get any guff from Google – apparently he’s one of their favorite people.)

And he doesn’t mind pushing the Google envelope with advice about dodgy practices such as making ads appear to be part of your text or placing images so that they appear to be part of, and draw attention to, Google ads. His experiments are especially useful because somebody at Google reads his blog, and soon follows up with clarification on what exactly their rules mean.

That sort of thing tells me what I can’t do, but fortunately John is also helpful on what I can do to increase revenues. The recent addition of advertising to my comments section is thanks to his tip about an AdSense plugin for WordPress (the blogging software I use for comments), which has even made me a few cents already.

One discouraging thing I’ve learned is that I make about a tenth of John’s income from AdSense, and I get about a tenth of his traffic. So, to meet my goal of earning a “salary” from my site, it seems that I will have to get ten times the traffic I currently get. Which can be done – and John, among many others, offers suggestions on how – but it will take time. <sigh>

All this focus on making money could be distasteful, especially knowing that my visits contribute to John’s enviable (and by me envied) success. But he gives his site earnings to charity and, now, to a trust fund for his baby daughter. And who can quarrel with that? I have a daughter of my own, and part of my motivation for wanting to make money from my site is that she wants to go away to school next year!

And he doesn’t mind sharing the wealth with us aspiring Google whores. John recently offered to post links to any and all sites that review his, including this one. Because his site is so popular, this kind of link has intrinsic value (as I’ll be discussing in a future piece in my own making money on your site series).

What with the Christmas rush, I didn’t get this review done in time to participate in the contest for a MiniTV USB device (which might not have worked in Europe anyway, and I already tried one out from the office, and when am I going to watch Italian TV on my laptop?). But here it is, with thanks to John for all the good advice he has already shared, and the more good advice I expect he’ll continue to share.

A “Typical” Italian Christmas

Of course , our family is far from typically Italian. Even my husband’s family isn’t very typical: his mother moved around a great deal while she was growing up, and had only two brothers (who both died young), and Enrico’s father was an only child – hardly the norm in his day! So the close family isn’t numerous, and what we do have is spread all over northern Italy. (Let’s not even start on my side of the family.)

Enrico and his brother also moved around a lot in their youth (thanks to their parents’ teaching careers), both went to grad school in the US, and Bruno now teaches in Norway. Their mother (widowed two years ago) lives in Abruzzo (Italy’s central east coast). So getting together for the holidays will always involve travel for somebody. And this is the first big difference between us and most Italian families: I need to find some statistics to support this hypothesis, but my hunch is that most Italians marry within their hometown – what choice do they have, since they mostly stay there all their lives!? Extended families don’t have to go far to see each other every day, and getting together for Christmas is no big deal.

Perhaps for this reason, there is no tradition in Italy of sending Christmas cards. Everyone to whom you might want to send holiday greetings is near enough that you can deliver your greetings in person. If you do live far away, there’s not much point in Christmas cards: the Italian post office is historically so unreliable that your Christmas greetings might arrive in time for Easter – if at all.

So, for those of my friends and family who may be wondering why I stopped sending Christmas cards or even letters years ago, that’s the reason – or at least the excuse!

We do try to bring the family together most Christmases. Last weekend Enrico brought his mother up from Abruzzo. This unfortunately meant that she spent a lot of the week alone in our house (though Ross was very good about coming home straight after school to make lunch for her).

Enrico and I had a not-unusually-frantic week before Christmas – final classes for him, for me work as usual including four hours’ commute most days (I stayed home Tuesday, intending to work, but ended up in bed with a migraine instead). We did the usual last-minute shopping for presents and to stock the house with holiday food:
torroncini

Well, sweets are easy. But what to do about our main holiday meal? Do we even have a family tradition? When Enrico’s grandmother was alive, for the Christmas first course she made passatelli in brodo – a tradition from her side of the family, which came from Emilia-Romagna (though she herself was born in Brazil). When, in later years, we had Christmas in Abruzzo, we often had scripelle in brodo, which I adore. But Enrico forgot to get the scripelle (eggy crepes) while he was there, and no one in the family knows how to make them.

During our TVBLOB holiday lunch, I asked some of my colleagues about their family traditions. We have people from all over Italy (as well as the UK, Japan, Israel, Australia, and the US), so there was a wide variety. Italy’s south seems to lean towards various forms of pasta al forno (oven-cooked pasta, e.g. lasagne), while the north, broadly speaking, prefers broth-based first courses. Enrico voted for tortellini in brodo (which a Milanese colleague also told me was traditional in his family), while I was dubious that we needed pasta at all, since I had decided to make turkey with stuffing and mashed potatoes – none of which is part of any Italian tradition. Several colleagues told me that their families eat agnello (lamb) for their Christmas main course. I like agnello, but don’t know how to cook it, while I do know how to cook turkey.

My colleagues are mostly much younger than I am, and still have Christmas at their parents’ homes with Mamma to do the cooking. In our family, I am the lady of the house, and in charge of the holiday cheer – a responsibility not to be taken lightly.

Friday evening Enrico and I managed to meet up in Lecco to do some food shopping, including a stop at Rusconi, Lecco’s finest macelleria (butcher). We bought a piece of beef for brodo (broth), and a beautiful rolled roast of veal with chestnuts and lard, which I planned to make for Saturday dinner when Bruno and Ingvild arrived from Norway (where they get lots of great fish, of course, but meat is expensive).

Also traditional during the Christmas season are Italian winter fruits (apples, pears, mandarin oranges) and exotic fruits from all over the world. I’m not sure why the exotics, but it means that our fruttivendolo (greengrocer) had stuff that even I’ve never seen, from South America I guess, as well as the more familiar mangoes, papayas, and lichis.

My coup for Friday was getting Rossella‘s big Christmas present: a pair of shoes she had told us she lusted for. Ross every year well before Christmas starts telling us about all sorts of gifts she’d like – just in case we didn’t have any ideas of our own. This gives us plenty of scope to surprise her – she doesn’t know which, if any, of the requested items she will receive (certainly not all, given her expensive tastes and our limited budget).

She had described these shoes in loving detail, along with where to get them, and mentioned that they were the last pair in the store. When I arrived, the owner remembered her trying them on the day before, and was surprised at my attempt to make a surprise of the gift: I refused to have it “wrapped” in a bag with the name of the store on, and didn’t even let them put their sticker on the anonymous gift wrapping they did.

Of course I ran into Ross on the street in Lecco five minutes later. “Did you get me something?” she asked mischievously. “Nope,” I said, pressing my anonymous cloth shopping bag under my elbow. “I’m just going to give you money, and you can buy what you want.” Later we passed by the shoe store window together and Ross gasped: “They’re gone!” “Oh, were they there? I guess I missed them. These other ones are cute…” I can’t believe she fell for it – I’m not that good an actor. But she claims that she was genuinely surprised on Christmas morning, and she certainly was genuinely delighted.

Saturday morning Enrico and I did more shopping, finally managing to find the fresh chestnuts that I needed to make stuffing. I use a recipe from Martha Stewart, but Martha has it easy: she can buy chestnuts frozen or canned. I have to buy them fresh, then roast and peel them myself. Here they are just before roasting:

castagne - chestnuts

Each one had to be pricked with a knife so that it wouldn’t explode in the oven. It took me halfway through Sunday to get them all ready to be added to the stuffing.

Our plan to have the veal roast for Bruno and Ingvild’s welcome dinner was thrown off: they arrived very late Saturday night after a horrendous day of travel (Denver and Heathrow weren’t the only airports having weather problems). So we had to eat the roast on Sunday, although Christmas Eve (la vigilia di Natale) is traditionally a day of “fasting” – or at least, in modern times, light eating in preparation for the feast to follow. And we did have the tortellini in brodo that Enrico wanted, for Sunday lunch. (The leftover homemade broth was used in risotto last night.)

tortellini in brodo

On Sunday I made the cornbread and did everything else needed for the stuffing – had to make cornbread from scratch since I can’t get cornbread mix here. Someone on the Expats in Italy forum gave me a localized recipe using polenta. The result is not so great that I’d really enjoy eating the cornbread on its own, but it’s fine for use in stuffing, with a pleasantly gritty texture.

Some regions and families in Italy celebrate (with a big meal) right after midnight mass on Christmas Eve (which, once midnight has passed, is Christmas morning, I guess). Here in Lecco it seems that everyone goes to mass: Ross and her friends stopped in at Lecco’s main church at midnight with the idea of attending mass, but found it too crowded to hang around. Instead, they had their own version of Christmas eve dinner.

I think the Lecchesi after mass generally go home and to bed, waiting to open presents the next morning, as we did. Ross is now old enough, and stays out late enough, that we actually had to wake her for this! While I was waiting, I put the stuffing into the oven to bake, and started preparing the herb mixture for the turkey.

Our oven isn’t big enough to fit an entire turkey: I cook a turkey breast, using a recipe that calls for putting a mixture of herbs, onions, and lemon zest under the skin. Italian turkey breasts are packaged without the skin, so I spread the herb etc. paste over the bare breast and then layer on slices of pancetta (bacon):

turkey wrapped in pancetta

Then we went to open presents, as you might guess by the shapes: lots of books! (The amount of reading we do is also NOT typical of Italian families.)

We drag out present-opening as long as possible, taking time to enjoy each others’ gifts (and reactions). By the time we got through the pile, the stuffing was cooked and it was time to put the turkey in.

Italian poultry always takes a lot longer to cook than American recipes expect – maybe there’s less water in the meat? The recipe wanted me to cook the turkey for less than an hour, but it took more than two before the meat thermometer registered done.

We didn’t just sit there hungry and waiting, however: we had a wonderful antipasto. Bruno and Ingvild always bring lots of yummy salmon with them (they say it’s the only thing that’s relatively cheap in Norway). Salmon can be found year-round in Italy, but a lot of it is sold at Christmas: it has become a standard holiday luxury item. We ate two types (one smoked, one marinated) with toast, butter, and mustard sauce, which was plenty to hold us until the rest of the meal was ready. After the antipasto everyone drifted away from the table again, browsing through their Christmas books, drinking prosecco, and (in my case) checking email.

We re-set the table and got lunch onto it by around 2 pm. I have finally learned how to make mashed potatoes from scratch really well: the trick (thanks to the Silver Palate cookbook) is to cook the potatoes very soft, drain them, heat a mixture of milk and cream separately, then beat the two together with a hand mixer.

After lunch, I took a nap.

In the evening, we noshed some more on salmon and turkey, then watched “Brokeback Mountain” – not very Christmassy, I know, but I had got it for Ross for Christmas because she loved it, but I had never seen it myself. Wow. Amazing movie. I dreamed about it afterwards.

Today is Santo Stefano, St. Stephen’s day, also a national holiday in Italy – a wise tradition, I think, as we all need time to recover from holiday excesses. This is the day when families traditionally go on a gita (daytrip), but I let Enrico go with the in-laws – after a frantic week, I’m enjoying the peace and quiet at home. Ross has left for Bormio where she and a bunch of friends are renting a house together for a week. Their original idea was to ski, but there’s no snow (this winter so far has been unusually warm and dry) – the poor dears will have to make do with the hot springs.

* A Note on Panettone

I actually don’t like panettone all that much. But we learned a trick from Julia while we were staying with her and Dani back in April (for Rosie’s funeral). At the time, Italy’s traditional Easter cake, colomba (shaped like a dove, sort of) was already available in stores. I brought one as a gift for Julia and Dani. Julia said it was similar to Mexican pan dulce, and treated it the same: sauteed in a pan with lots of butter. Yum!

This turns out to work very well with panettone, too: the warmth and slight crispness make it much more interesting.

What (and from where) are your holiday traditions?

Dell Battery Recall

Sometimes, technology troubles can work in your favor.

I’ve had a Dell Latitude laptop (bought for me by the company) for over two years now. Just in the last few days the battery has worn down enough to become annoying: I can only get about an hour of charge on it, not quite enough to cover the train commute when I get most of my writing done. Today I went to the Dell website to see how much a new battery was going to set me back (knowing that the boss would bitch about it if it was too much, and might reasonably ask how much of this battery use was actually benefitting the company). Right on the front page was a notice about the infamous recall of Sony-manufactured laptop batteries, which has affected Dell and many other companies. I’d noticed plenty of headlines about this, but had not stopped to consider whether it might affect me.

A few pages of instructions later, I found out that it did – so I’m entitled to a free replacement, which Dell has promised to mail to me “within 20 business days.”

Absolutely cool. I’m getting a brand-new battery just when I need one, and don’t even have to pay for it. Of course, I am in the meantime ignoring Dell’s instructions to use the laptop only on AC power – and it would be just like the Great God Murphy to ensure that the old battery catches fire and torches the computer while I’m waiting for the replacement…

Earning from Advertising Online

My new goal is to earn a living wage from this site. I’ve got a long way to go, but at least the trend is upward.

I’ve been using Google AdSense since May, 2004, to place "context-sensitive" ads on my pages. I earn money whenever a site visitor clicks on one of these ads.

The results to date have not been impressive: most months I didn’t even earn the minimum $100 required for Google to actually pay me (the earnings accumulate: you get paid the month after your total goes over $100). So I’ve been studying up, with the help of blogs like John Chow’s, applying what I’ve learned to my site, and observing the results.

Logically enough, revenues from Google AdSense seem to be linearly related to:

  • the number of ads available to be seen on the site (= number of pages x number of ads per page),
  • the number of people who actually see them, and, of course,
  • the percentage of those who actually click on an ad (yes, there are ads that pay per view, see below).

Furthermore, earnings are non-linearly related to:

  • where on the page ads are placed
  • how people arrived at your site in the first place
  • what they were looking for that got them there – in other words, what’s on the pages.

I will deal with each of these aspects in turn, in several articles, before discussing my results.

Number & Placement of Ads on a Page

Google AdSense

According to Google’s rules, on any single page you can have a maximum of:

  • three ad units (ahem – I had forgotten this rule til recently, and was flouting it on some pages where I had manually placed ads in the middle of the page – I hope I have all those cleaned out now)
  • one link unit
  • two search boxes
  • one product referral button

Right now, on most pages on this site, you’ll see Google ad units in the left and right columns and at the bottom, and a link unit in upper right corner. The search box is at the very bottom of the page – that’s been there for a long time, and was always intended to be useful rather than to earn money (which is a good thing, because it earns almost nothing). The product referral button (lower right corner on most pages) earns if someone clicks through and downloads what Google is offering. I don’t mind recommending Firefox because I’ve been using it myself for years, as do a disproportionate (to its market share) percentage of my visitors (I placed those buttons only recently – no earnings so far).

For a long time, being squeamish about bombarding people with obtrusive advertising, I had a fixed ad unit only at the bottom of the page. I doubt many people saw those ads. My web statistics show that over 80% of the people who land on my site leave within 30 seconds. Google probably registers a page "impression" for that bottom ad unit for every page viewed, because the ad was loaded on the page and, from Google’s point of view, available to be seen. However, a lot of my visitors are clearly just glancing at the top of a page and leaving again, so they never actually see those bottom ads.

Lesson: For an ad to be guaranteed to be seen, it must be "above the fold" – in the top area of the screen that is seen immediately without scrolling down.

Google’s own AdSense blog offered a case study about a site that quadrupled its revenues by placing ads in certain spots. So I added the ad unit in the left column below the section menu – the Google folks said that left columns perform better than right columns. In the case of my site, they perform very well, perhaps because the left column starts with navigation (links to other pages in the same section). Any eye scanning down the navigation list would tend continue on down to at least the first Google ad. (I would love to know if it is in fact the top ads that get clicked on, rather than those further down in the ad unit, but Google doesn’t give me this kind of detail.)

The ad unit on the right is more recent, a result of screen real estate being freed up by something else that I’ll get to in a minute.

According to John Chow, the most lucrative type of ad on his site is the "large rectangle," and it appears that he’s not the only site owner to think so. My suspicion is that its placement is more important than its format: on his and many other blogs it’s right in your face, interrupting and confusing the reading material so that sometimes I’m not even sure what’s blog and what’s advertising. I am not as much of a design purist as I used to be, but I draw the line at that (for now). For the time being, I will keep the center column of each page ad-free. (So, if ads really bother you, keep your eyes to the middle of the road.)

I have some very long pages, leaving a lot of room in the left and right columns. Google won’t let me show more than three of their ads, but I’m allowed to also show other ads, as long as these are not context-sensitive (which would put them in competition with Google).

Amazon

In the left column below the Google ad unit, you’ll see an "Omakase" ad unit from Amazon. "Omakase" is a Japanese restaurant term meaning "as you like it." Each unit is generated on-the-fly by Amazon, taking its cue partly from page content, but more from Amazon links elsewhere on the site (including my own Amazon store). If you (the visitor) are already an Amazon customer, the links shown are also based on your own history with Amazon – guessing from the ads I see myself, this may even be the heaviest factor in Amazon’s decisions about what to display (though they are likely also playing with the mix to see what works best). You and I would never see the same Amazon links, even if we visited the same page at the same time.

(It did not occur to me til just now to wonder whether Google considers this competitive… Feels to me like a gray area. I guess someone will yell at me if they don’t like it.)

These links have been on my site for a few months and have indeed increased my Amazon revenues: from zero to $10 in three months. I don’t know who’s making money as an Amazon "associate," but it sure ain’t me. But any money is better than no money, and I like the look of the Amazon ads.

BlogHer

On the right side of most of my pages, you’ll see the result of my recent membership in BlogHer, a network of women bloggers. Adding that right column space to a site that wasn’t originally designed for it has been a bitch and a half, and the job isn’t done yet. Although I’m using DreamWeaver templates, which automate some of the changes, I’m having to touch up every page by hand, to create a center column that doesn’t run into the advertising on the right and therefore become unreadable and ugly.

But this has had two useful side effects:

  1. There’s a lot more room for ads in that right column, so I was able to put in another vertical Google ad unit.
  2. I’ve constrained my text to a column 600 pixels wide, instread of sprawling across whatever width of screen was available. This is much more comfortable to read on large monitors – when a line of text gets too long, the eye can easily get lost while reading across it.

It’s too early yet to tell how much revenue BlogHer will be worth, but it may prove useful to drum up new readers: as my site now features links to others in the BlogHer network, my site is featured on some of theirs; I get a little bit of traffic from this. And I’m finding the people at BlogHer nice to work with. Although (story of my life) I don’t fit the normal blogging mold, they have gone out of their way to work with me, and even pro-actively suggested useful changes. It’s a far more personal relationship than I could ever have with Google or Amazon, and, with me, relationships count.

Other Ad Networks

There are other ad networks out there. I tried Adify, which offers to sell advertising space, but, as far as I can tell, I never even got a sniff of a customer from them. (Google also offers a "buy advertising on this site" option – you can see it in every ad unit, but I don’t think anyone has bitten yet.)

Apparently you don’t start to make real money until you can attract the big boys, as John Chow has done. And, to do that, you have to have large numbers of visitors. Yes, I’m working on that – as I will discuss in a near-future article!

read Part 2, on increasing the number of pages on your site

links to John Chow

Deirdré Straughan on Italy, India, the Internet, the world, and now Australia