Are struggling to grow your site revenue, and are interested in utilizing different forms of online advertising? In this webinar, learn the different forms of native advertising launched by SEJ, which expanded revenue channels and forged direct client relationships. Want to learn about more webinars with SEJ? Check out our other recaps: www.searchenginejournal.com/category/marketing-thinktank-webinar/

1. @lorenbaker

2. @lorenbaker
About You
1.Your current role
2.Areas of expertise
3.Other interesting info

3. Poll 1
What % of your ad
revenue comes from
traditional banners?
• ~25%
• 50%
• 75%
• 100%

5. @lorenbaker
What You’re Going to Learn Today
• How a 13 Years Old w/ No Direct Ad
Sales 4x’d Those Sales in One Year
• How you can learn from SEJ’s story
• How you can defend your ad revenue
from AdBlockers

6. @lorenbaker
In the Year 2014
• SEJ’s Income was based on Google AdSense and Ad
Exchanges
• Passive Income from Ad Formats was dependable
but relatively low
• We had goals of scaling quality content and editorial.
• Started to explore direct advertising sales and
launching new media channels

7. @lorenbaker
Challenges
• Sales – We had no real sales process and
working with external salespeople had led to
negative experiences
• Accounting - Proposal, I/O, Invoicing &
Collections system.

8. @lorenbaker
Challenges
• User Experience – We did not want to
pollute the user experience with obtrusive
advertising or emails.
• Integrity - Implementing Advertorial while
keeping division of Church/State

9. @lorenbaker
Enter the Adblocker

10. @lorenbaker
Enter the Adblocker

11. @lorenbaker
Age of the Decline of Display
• How Publishers can prepare for this decline
and set yourselves up for success
• Going to run through what we’ve done at SEJ
and how you can learn / implement
• Google safe advertorial and focus on quality

13. @lorenbaker
Bad UX Example

14. @lorenbaker
Bad UX Example

15. @lorenbaker
SEJ Takeover

16. @lorenbaker
• Replaces Leaderboard Ad Format
• Shown on All Pages of Site
• Clickable Call to Action
• Typically Aligned with an Informational
Content Offering
• Too Much ATF?
SEJ Takeover

18. @lorenbaker
• Started with SEJ WrapUp on Fridays
• Expanded to Bi-Weekly Ad Blasts
• Based on Demand and Competitive
Research, Expanded to Weekly
• Added Event Email on Thursdays
and “Post of the Week” on
Wednesdays
Email Expansion

19. @lorenbaker
• Cleansing the List
• Vetting Advertisers (email is intimate)
• Not about numbers, about people who open,
read & exist
• Ongoing communication with Aweber
• Switch from txt email to HTML
List Upkeep

21. @lorenbaker
Category Sponsorships

22. @lorenbaker
Category Sponsorships
• Low Upkeep – Somewhat Passive
• Monthly or Quarterly Updated Message
• Great Branding
• Sold in 3/6/12 month batches
• These are a great way to get started
• Make sure links are no followed :)

24. @lorenbaker
Lead Gen / Demand Gen
• Started Webinars based on demand from
sponsors for leads
• Relatively easy entry point given brand
strength and active list
• 1 Sponsored and 1 Internal per Month
• Supports Conferences, Site, Content, Etc.

25. @lorenbaker
Cross Channel Content Approach

27. @lorenbaker
AdNouncements

28. @lorenbaker
AdNouncements
• Transparent Sponsorships
• UTM Tracking (Incredibly important on SSL)
• Instant Sale / Quick Turnaround
• Developed Reservation Platform
• Expands Advertiser Base

29. @lorenbaker
AdNouncement Overview

30. @lorenbaker
Great Advertorial

31. @lorenbaker
Native Advertising
Marketplaces
• Izea – All Kinds of Sponsored Content
• Cooperatize – CPM Native Posts
• Sta Media – Banner to Email / Text
• StackAdapt – Programmatic Content
• BuySellAds – Getting into Native

32. @lorenbaker
Content Discovery Marketplaces

33. Poll 2
Have you tried
Native Advertising
on your website?
1. Yes
2. No

34. @lorenbaker
Loren Baker
Founder, Search Engine Journal
@lorenbaker

35. Founder, Search Engine Journal