Earning from Advertising Online: Thoughts, Experiments, and Conclusions

As a quick glance around any page will show you, I’ve been fiddling with ad placement on my site since I wrote the above. I was inspired by meeting Robin Good at barCamp Roma in January, where he reported that he earns 200,000 euros a year from advertising on his site. He has been remarkably generous with advice to others on “how to be your own boss thanks to your blog”, but the first tip I took from him was more by imitation. If you look at any page on his site, such as this one with video from rItaliaCamp, you’ll see that he has the (reportedly lucrative) “large rectangle” AdSense ad prominently (indeed, obnoxiously) placed right after the article title and before the body of the article, and a smaller ad is placed further down the page. I’ve never liked this aesthetically – I find it confusing to read. But apparently it brings in the revenue.

So I decided to experiment. Given my site’s current design, the closest I could get to Robin’s layout was to put an ad, as he does, between the title area and the body of the article. I chose, for the time being, to be somewhat less obnoxious, using a 468 x 60 pixel box (which usually displays two text ads) and the same background color as the page.

Wow! My AdSense earnings tripled overnight. That gain has not been consistent, but my average daily take has gone up 50% (from $4 to $6) between February and March – and I only made this change in the middle of March. I immediately applied the change throughout the site, as part of a general clean-up and simplification of my DreamWeaver templates and overall site design. We’ll see how things go now in April.

Google’s own AdSense blog offered a case study of a site which moved an AdSense text link box from the upper right corner of the page to a long bar above the title. I followed suit; that, too, has contributed to increased Google earnings, without being visually too intrusive.

I also realized that my earnings from BlogHer are per view rather than per click, so I should maximize the number of pages viewed with BlogHer ads. The quick way to do this was to put the ads into the comments section of my site as well (I also did a makeover on that area, changing the WordPress template to a simpler, non-widgetized layout which loads noticeably faster).

I can’t measure the results of this directly because BlogHer, after an initial warm fuzzy, has become impossible to work with: I lost my login information for the tracking company they are using (24×7 Media) in my infamous January Windows reload. Repeated pleas to various sources there (including a comments form that does not work) have yet to obtain the desired response – I have no way of knowing my stats for BlogHer ads. At least they do keep paying me money – the first couple of months actually more than my AdSense earnings, but February earnings were down significantly. I can only guess that this is because the ad campaigns being run on the site were less remunerative – my traffic is steadily increasing, so the numbers of views can’t be going down.

New Source of Advertising Revenue

Apr 14, 2007

Thanks to a special offer from John Chow, I was able to join a new advertising network called Kontera. If you wander around my site a bit, you’ll see the results: the new double-underlined links are automatically generated by the Kontera code now embedded in my pages. Roll over these links to pop up ads relevant to those keywords and (we hope, as the system gets to know my content) relevant to the entire page.

Now we’ll sit back and see how well this one performs…

next: Kontera out, booking.com in!

Girl Geek Dinner Italia

Some years ago Silvia, who had been one of our tech support team (of two) at Incat, paid me the enormous compliment of saying that she considered me a role model. This from a woman with a laurea in physics who holds a managerial position in a team supporting HP servers, and certainly never needed any advice from me on how to do her job!

I was extremely flattered, of course, but startled: I had never thought of myself as a role model for anybody. But it now seems that I am, and the job comes with responsibilities. Such as, um, eating free dinners and giving speeches.

Amanda Lorenzani (whom I’d enjoyed meeting at barCamp Roma), organized Italy’s first Girl Geeks Dinner, which took place in Milan last Friday. And she pulled it off magnificently: sponsorship from Excite, Dada.net, and San Lorenzo (who contributed the bubbly) ensured a very good dinner, complete with wine (though my request for a gin & tonic was turned down on the grounds that “then we’d have to give the strong stuff to everybody”).

At least 60 people were present, most of them, indeed, women. By the rules of Girl Geeks Dinners, women couldn’t be fewer than 50% of the guests: each woman attending can, if she wishes, invite one and only one man. (My date, by his own request, was Luca Conti.) After years of attending tech conferences at which women are always a minority and often silent, I was thrilled to meet and talk with so many smart, capable women. They had plenty to say for themselves, all of it interesting. Conversation flowed easily for most; I did what I could to involve those who seemed to be shy, though I was constantly distracted by new/old friends, and my feet hurt (I’m not used to wearing heels, but Ross had insisted I should).

We didn’t have a main speaker (as Girl Geeks Dinners often do although, surprisingly, they often seem to be men), but Amanda had asked four of us to each say a few words:

My two-minute speech was neither as off-the-cuff nor as nervous as it probably sounded. I had been trying all day to decide how to translate that immortal line from Thelma & Louise: “You get what you settle for.” I finally settled on (which is different from settling for): Nella vita, ottieni quello di cui ti accontenti. And added, as my own closing line: Vi auguro di non accontentarvi mai – “I hope you never settle.”

Then I could relax and eat dinner and talk with people rather than at them. It was great fun to see in person someone I’d been following on Twitter, Svaroschi, who is heading off to grand new adventures in the Big Apple.

Almost everyone in the room had a blog, several specifically food blogs, which I will now go and read although it’s dangerous for me to do so, especially now when I have no time to cook.

Apparently I terrified at least one person in the room. Sorry about that – totally not my intention. I was a little weirded out – though extremely flattered – by people coming up to tell me they admire me, and/or like my site. Okay, it wasn’t that many, but it’s a strange experience nonetheless. Am I really somewhat famous, or just a legend in my own mind?

I was therefore a little manic, and very tired – had woken up at 4 am from jet lag, still wasn’t well (and destined to get much worse the next day), and had to get home to Lecco, with Luca in tow (as our house guest) at a not-too-unreasonable hour because we had to get up for rItaliaCamp. I hope for the next dinner I will be more relaxed and awake. There were so many topics in the air that I would have liked to hear more about.

Just one example: Beatrice came to represent TechneDonne, a project to study gender (in)equality in the world of IT. Among other things, they are asking themselves: “Is software different when women write it?” Interesting question. These are the folks who have asked me to speak at FemCamp in Bologna on May 26th; by then I hope to have had some opportunity to explore the roles of women at Sun Microsystems – in one week, I saw more women there than in any other tech company I’ve ever worked for or visited!

Another nice ego-stroke for me was that Tara (of Passpack) told me she’s loving my unfinished fantasy novel, Ivaldi. And she hadn’t even got to the good part yet! <grin>

It was altogether a fun and stimulating evening, and I would/will be delighted to see all of these people again, and hope to have time to talk with the ones I missed this time around. In fact, I’d like to do it more often – maybe we can do regional lunches or aperitivi in between dinners?

Update

April 2, 2007 – My pleasure in reminiscing on the joys of the dinner was somewhat soured by this:

(photo by fullo via Pandemia)

This group represents a new (and very laudable) initiative by Alberto D’Ottavi, Stefano Vitta, Lorenzo Viscanti, Luca Mascaro, Chiaroscuro and Emanuele Quintarelli to encourage the development of Web 2.0 in Italy. But, boys, what’s missing from this picture? That’s right… girls!

Learn Italian in Song: Centro di Gravita’ Permanente

by Franco Battiato – This song seems to be largely nonsense, but when I first heard it, it occurred to me that the chorus expresses something many people feel – unfortunately. Though the song is by Battiato, who is shown in the video here, musically I much prefer the Neri per Caso cover.

Centro di Gravita’  Permanente

Permanent Center of Gravity

Una vecchia bretone con un cappello e un ombrello An old Breton [woman] with a hat and an umbrella
di carta di riso e canna di bambu` of rice paper and bamboo cane
capitani coraggiosi Captains courageous
furbi contrabbandieri macedoni Clever Macedonian smugglers
gesuiti euclidei Euclidean Jesuits
vestiti come dei bonzi per entrare a corte Dressed like Buddhist monks to go to the court
degli imperatori della dinastia dei Ming. of the Emperors of the Ming dynasty.
ritornello: refrain:
Cerco un centro di gravita` permanente I’m seeking a permanent center of gravity
che non mi faccia mai cambiare idea That won’t make me ever change my mind
sulle cose sulla gente About things, about people
avrei bisogno di… I would need…
Over and over again. [surely you don’t need me to translate this line!]
Per le strade di Pechino erano giorni di maggio On the streets of Peking there were days of May
tra noi si scherzava a raccogliere ortiche We joked among ourselves gathering nettles
non sopporto i cori russi la musica finto rock I can’t stand Russian choruses, fake rock music,
la new wave italiana il free jazz punk inglese the Italian New Wave, free jazz, English punk
neanche la nera africana. nor even the black African.
(ritornello) (refrain)
if you find this useful and want more, let me know!

Light at the End of the Tunnel

They say it’s always darkest before the dawn. I’ve just been through a dark period, but… here comes the sun! (In more ways than one, as will shortly become clear.)

I’ve been stressed and depressed since well before Christmas. Money (lack of) was becoming a problem. is a privately-financed start-up, and my salary there is low – working for so little has been my investment in the company, at my personal risk: there are no guarantees that what we’re doing will fly and, if it doesn’t, I will have practically thrown away all these years (financially – experience, of course, is always valuable).

I don’t care about being wealthy by anyone else’s standards. Thanks to my husband and his family, I have a very nice roof over my head. But I don’t like feeling that I’m not pulling my financial weight in the family (though we have the basics covered, my salary is needed). Worse, feeling that I’m losing my financial independence eats away at me.

Furthermore, my daughter wants to go away to school next year, to Woodstock, my alma mater – which has become a great deal more expensive since I attended it: $16,000 for tuition and boarding, plus airfares, a new laptop, and other sundries that a teenager abroad will need. This adds up to approximately my annual salary at TVBLOB. <wince>

So, I have to somehow at least double my current salary. I’m not in a hurry to leave TVBLOB: although, after four years, start-up mode is getting very old, the project is still absolutely fascinating and potentially world-changing. That, plus colleagues whom I like and respect very much, is hard to walk away from.

But, financially, I wasn’t sure I had any other option. I started looking around for other full-time jobs in high tech in Italy (Google? hmm), but – am I actually employable by any “normal” Italian company? I have no personal experience to go on, but I have heard that most Italian companies are more gerontocracies than meritocracies (and chauvinist, to boot).

Job ads in the Italian papers specify that they want someone young (yes, this is legal in Italy), so they can pay them miserably and keep them low on the totem pole. Many entry-level jobs across all industries are being done by low- or un-paid interns with the excuse: “you can afford to work for us just for the experience – you live at home with your parents anyway.”

I fear that a middle-aged foreign woman who’s inclined to speak her mind and wants to be paid what she’s worth is not likely to do well in such a context. The crowd I saw at Cisco Expo the other day confirmed my (possibly mistaken) prejudice that even high-tech companies in Italy tend to favor hierarchy and conformity – I would love to be wrong about this, but am I? I don’t want to find out the hard way.

Where else to look for work, and what kind of work? There’s always the small stuff, like translation, but globalization has depressed prices in that arena as well – most companies are not willing to pay fairly for a really good translation by someone who actually knows how to write in English. I put in a bid here and there, with no immediate result.

Because I have a director title at TVBLOB, I felt uncomfortable at the idea of explicitly advertising that I was seeking additional work. So I brushed up my resumé, trolled LinkedIn for connections and recommendations, and quietly told a few friends that I was in the market.

This has brought results far greater and faster than I ever hoped for. Next Tuesday I’m flying to Colorado to start part-time, freelance work (one quarter budgeted so far) with Sun Microsystems, as a web producer for one section of their vast online empire, among other tasks. After this initial visit, I’ll be able to work from home (though I won’t mind travel as needed – I’m generally happy to go places and see people).

I’m slightly terrified. I know all about building and sustaining online communities, and writing, managing and editing web content – in fact, I was one of the pioneers in corporate online communication. But the subject matter of the Sun storage site I’ll be supervising is hardly an area of expertise for me.

On the other hand, I didn’t know anything about CD-ROMs when I set out to write a book on them: I am very good at learning what I need to know (and enjoying doing so), when I need to know it. And there’s more than one former colleague in the group I’ll be working with – a bonus to the whole situation. It won’t be easy but, if it was, I’d get bored!

I’ll keep my TVBLOB job, four days a week instead of five (in lieu of the raise that they can’t afford to give me right now, the lack of which started all this), so I have the remaining hours in the week to work for Sun, maintain my site, and, oh, yes, have a personal life from time to time. I’m heading into a very busy period now, but I’m happier than I have been in months. Turns out there was Sunlight at the end of the tunnel.

Raising a Confident Daughter

One of my newsletter readers asked for child-raising advice. Well, that’s putting it a bit strongly, but, apropos of my own daughter, she asked: “…what do you think contributed to her self-confidence and caring for others?” …and I felt an article coming on.

Not that I have definitive answers, or simple ones. I have wondered myself how Ross got to be who she is. Leaving aside occasional bouts of teenage angst, at 17 Ross has all of the self-confidence that I have at 44 (and then some). By the time she’s 30, she’ll be terrifying! There are doubtless many factors: the genetics of her parents and the way we are raising her, but also the culture(s) she’s growing up in.

No one really knows why kids turn out the way they do (though there are lots of theories), nor how much influence parents really have, nor how much of that influence is genetic, and how much is environmental.

We had an object lesson in nature vs. nurture during our wedding – the first time since my brother’s babyhood that many people had seen him and my dad together. (Quick history: My parents divorced when I was 9 and my brother was 1; Ian remained in Thailand with my mom, who remarried; I went to the US with my dad. I then did not see my mom for eight years, Ian did not see Dad for even longer.)

Everyone was astonished at how much Dad and Ian resembled each other. Not just in the obviously genetic stuff like height, build, face, etc., but also in things you wouldn’t think are genetic: voice and manner of speaking, yes, but even use of idiom! It seemed clear that sheer genes have a lot to do with how kids turn out, in both large and subtle behaviors, regardless of how and by whom they are raised.

A few months later, Rossella was born.

During the last months of my pregnancy, I once dreamt that I was working in a lab where I was supposed to take care of white mice. In the course of moving a dozen of these mice from one cage to another, I managed to kill them all: one fell on the floor and I stepped on it, one drowned in its water dish, etc. I woke, sweating, and thought: “I have some anxieties about becoming a mother.”

I hadn’t been around kids or babies much since the separation from my brother. I was de facto an only child (again) after that, and in boarding school you spend most of your time with your peers, seeing relatively little of people in other age groups, and you don’t have opportunities to babysit. I had never taken care of an infant, changed a diaper, or any of that, nor did I have a mother I could turn to for advice. So I thought I had reason to be anxious about my mothering skills.

I don’t recall actually talking about this to anyone, though I silently resented the idea that some sort of mystical “mothering instinct” was supposed to automatically kick in as soon as the baby was born – what if it didn’t? Would that make me a bad person? A failed mother?

Rossella was born, after 24 hours’ labor, around 5 pm on a rainy night in August. Enrico was a champion: he stood by my side throughout the labor, massaging my back and being encouraging even when I was yelling a lot, and he didn’t faint at all the blood (actually, I’m not sure he even noticed it, he was so deliriously happy to have his daughter in his arms).

But, the way most hospitals work, the father goes home after labor, and you, the brand new mother, find yourself alone with this stranger who just came out of your belly.

I had my “special” new mother hospital dinner (it was awful) while the nurses kept my baby in a bassinet in the nursery – I didn’t have a private room, so she had to be in the nursery, but I could go get her whenever I wanted.

I had slept unusually well (for me) during the last trimester of pregnancy. I have rarely slept so well since. That first night, in spite of being thoroughly wrung out by hard labor, I woke up at least once and went to the nursery to check on my daughter. And panicked: she wasn’t in her assigned bassinet. I was about to have a hysterical fit when the nurses explained that they had put her in an incubator to quieten her because she was fussy. They had also tried giving her a pacifier. She spit it out. Good girl.

I was irritated that they had even tried: I had told them I wanted to breastfeed, and, to ensure a smooth start (as recommended by the La Leche instructor), no bottles or pacifiers should be given. Ross preferred real breast right from the start, and would never take a pacifier even later on, when we half-wished she might.

As I emerged from the haze of post-natal exhaustion and began to take charge of my own child, I realized that dealing with a baby was primarily a communications problem: here was an individual who undoubtedly had needs and desires, but wasn’t very good at articulating them. But we were two intelligent, willing people: between us, we’d figure it out.

Of course I’d read books – good ol’ Dr. Spock, for starters – but I was doubtful about much of the advice I read. Try to make the baby sleep according to a schedule? Let it cry itself out if it doesn’t? That sounded like a recipe for no sleep for anybody (including our apartment neighbors). My dad had told me that, during my infancy, he was unable to bear my crying, so he was the one who would get up at 2 am to give me a bottle.

Enrico’s parents had come to stay with us two weeks before the birth, and left again two weeks afterwards. Their timing was perfect and their support wonderful – I didn’t have to cook or shop while I was coping with figuring out this new person in my life. Unlike many Italian in-laws (or so I’m told), they also maintained a strict policy of non-interference: neither ever tried to tell us how to do anything with our baby (unless we asked).

I suppose Dr. Spock would say we were overly permissive parents. We never really tried to force Ross onto a schedule. When she cried, we picked her up, and if she wanted to feed, she fed. If she didn’t, we did whatever we could to entertain her or try to get her back to sleep, til we were bleary-eyed ourselves. We wished someone woud invent a mechanism that would have the same effect as a moving car – which always put her right to sleep – so that we could sleep at the same time.

All the books say you’re not supposed to keep the baby in bed with you, in case you might roll over and smother it. This seemed over-fearful to me: I was so alert to Ross’ tiniest squeak that there was no chance I could sleep through smothering her. As often as not, we’d all fall asleep in the bed together after a night feeding. And Ross often woke up first.

Perhaps Ross’ self-confidence has less to do with anything particular we did for/to/with her than with what we didn’t do.

Mainly, we didn’t try to stop her doing anything she wanted to try. But we were always there, unobtrusively hovering, to make sure she didn’t get hurt.

Ross didn’t start walking til 15 months, so on her first birthday, which we spent at the beach with Enrico’s parents, she was still crawling. This didn’t slow her down much. She would crawl straight down the beach into the (very shallow) water, and keep going until the tiny waves lapped her face. And she would laugh, even as bystanders gasped in horror: “Signora! La bambina!” (“Lady! Your baby!”) – apparently they thought I was going to let her drown, though I was standing right over her and could scoop her up as soon as she got too deep.

Ross was never afraid of the water, even when she got completely dunked by a slightly more vigorous wave.

However, at that same beach, I saw a good illustration of what not to do. A mother accompanied her toddler into the water. The little girl strode fearlessly out, clearly enjoying the sensations, til she got to chin depth. Then a little wave broke in her face and she paused, shocked. Her face screwed up in that classic moment of childish indecision: “Is this a big deal? Should I be upset about it?”

Her mother made up her mind for her: she swooped down, scolding: “See! I told you what would happen!”

The child burst into tears and screams. She had gotten her mother’s message: she was supposed to be afraid. I wouldn’t be surprised if that girl stayed afraid of water for years afterwards.

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