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#1 07/01/2009 11:42 am

MeganCasey
Editor in Chief, Squidoo.com
From: Back to the future
Registered: 10/17/2005
Posts: 544

Update on our experiments with ads

Forgive the long post, but there's a lot of info to share!

Last week I posted about embarking on a 2 week testing period with some new forms of advertising on lenses.

Some people translated that as: Squidoo's in trouble, they're desperate for cash. (Not by a long shot). Others read it as: Okay, let's see if this helps me earn more from my lenses.  Still others said: Sure, well, it's their business model, isn't it? (Yep). Others just plain ignored it.  Of course, no one jumped up and down and loved the idea of more ads on lenses, which isn't unusual. After all, online ads aren't often beloved -- until they work.

And the new Glam banner ad on lenses... it worked. It worked significantly enough that it's a compelling decision. It's sophisticated, readers and surfers don't hate it, revenue goes up a lot, lensmasters and charities get more. In most courts in most worlds, that counts as a good thing. 

So that's update #1. We're going to keep the Glam ad on lenses going forward, though redesigned a little so that it sits better on lenses. If it continues to perform well, we'll continue with it. Yes, 50% of the extra revenue coming in from this ad goes straight into the lensmaster pool, which means all of you will see an uptick in royalties.  Yes, 5% goes straight to charity. Yes, we keep 45% to pay our server bills and staff.  And if you want to opt out of the Glam ad, you can do so by setting your lens 100% to charity.

Update #2: Some time today we're going to release another and different 1 week ad test.  It's called text links. I posted a little about it here in the FAQ.  These work by scanning a lens for hot keywords and matching those with highpaying ads on the same topic. You've probably seen text links on other sites (here's an example from Hubpages). Well, just like cooking an omelette, there's a way to do it right and well (fluffy and light!), and a way to easily overcook and burn the pants off it. Our promise is that we flat out don't want to hurt the first impression people have of your lenses, and we will not junk lenses up with lots of text links.  In fact, in this test there will never be any more than 3 text link ads on any given lens. And they will look different from links you've created yourself, so there's no confusion.

With good relevance, low link density (meaning only a few per lens) and a cool design for the ad popup that happens when your readers click on the ad link, we're hoping this could be a pleasant experience for people who land on your pages. So we're giving it a 1 week test and tracking numbers to see how it goes. Important! You can opt out of these text links, lens by lens. Just go to your workshop and look in Lens Settings and check the box.

It's possible text links won't work at the level we'd like them to, if we keep link density low (which we are). But maybe it will. We'll see. If this 1 week test indicates we've found a significant new revenue stream, we can then customize the style to feel friendlier and more "Squidoo."

As before, we'll keep you posted.

Thanks for being so gracious and patient while we test this stuff out.

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#2 07/01/2009 11:47 am

Christene
Indubitably tentacular
From: MA
Registered: 02/06/2007
Posts: 4773

Re: Update on our experiments with ads

thanks for the updates

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#3 07/01/2009 11:49 am

pkmcr
Wow. Over 1000 posts.
From: UK
Registered: 09/17/2006
Posts: 1431

Re: Update on our experiments with ads

Megan

Thanks for the indepth update and the explanation of your thinking.

It's too easy for people to forget that server bills and staff have to be paid - even when what they receive from Squidoo is provided free.  Striking the balance between the needs or desires of lensmasters is a difficult one and you do it well.  After all who else provides an opportunity to rank so well in the Google results for nothing more than  our own time spent  lensmaking and promoting  - as I know all too well with a lens which is currently ranking 3rd out of 240 Million results :-)

Take care

Paul

Last edited by pkmcr (07/01/2009 11:51 am)

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#4 07/01/2009 12:03 pm

bdkz
Giant Squid & RocketMoms Community Organizer
Registered: 12/31/1969
Posts: 1578

Re: Update on our experiments with ads

Wow that's AWESOME Megan. Thanks for sharing.


-Bonnie, Giant Squid Community & RocketMoms Organizer
Join us on the So you want to be a Giant Squid? Blog!

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#5 07/01/2009 12:42 pm

MeganCasey
Editor in Chief, Squidoo.com
From: Back to the future
Registered: 10/17/2005
Posts: 544

Re: Update on our experiments with ads

Something else that may be of interest: The standard for text links ads is to show 12 or more per page. But we're capping it at only 3 per lens.

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#6 07/01/2009 12:44 pm

Dkprincess6
Wow. Over 1000 posts.
From: Moundsview, MN
Registered: 12/31/1969
Posts: 1473

Re: Update on our experiments with ads

It's nice that you're keeping us updated.  Thanks!

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#7 07/01/2009 12:54 pm

BFuniv.com
First mate
From: Newport Beach, CA
Registered: 11/17/2005
Posts: 353

Re: Update on our experiments with ads

My lens views are way down since the Glam ads, but hits can vary by 50% or more for no discernible reason under assumed normal conditions. An added reason may be that many of my lenses deal with learning and education - and it's summertime. Unless the numbers keep meandering toward that cliff, I'll hang on until school starts again. Of course there could be a third reason, maybe folks online have developed good taste and avoid my stuff ..

Nah, aint harf likely.

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#8 07/01/2009 1:06 pm

rms
Giant Squid Community Organizer
Registered: 05/08/2007
Posts: 2192

Re: Update on our experiments with ads

It will be exciting to see how well the ads play out.


~Robin~
Want to be a Giant Squid or join the ranks of 100 Club?   Join us for ideas, help, and inspiration at : Get Cracking with Bonnie and Robin

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#9 07/01/2009 1:13 pm

divacratus
First mate
From: India
Registered: 12/31/1969
Posts: 497

Re: Update on our experiments with ads

Thanks for the updates! As long as there are only few per lens... it's all fine. smile

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#10 07/01/2009 1:24 pm

lakeerieartists
Citizen Squid Alumni

From: Cleveland, Ohio
Registered: 12/31/1969
Posts: 1119

Re: Update on our experiments with ads

I am glad that you are looking for new ways for our lenses to pay everyone.  I am sure that you will do it tastefully.  Thanks for the update.

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#11 07/01/2009 1:45 pm

EelKat
Full fledged kraken (500+ posts)
From: Maine
Registered: 04/17/2007
Posts: 698

Re: Update on our experiments with ads

don't know if I'll be opting out or not, I'll have to wait and see what this thing does to my lenses.

on the good side Squidoo is going to pay us for this smile
on the bad side we may lose tons of dail up traffic for it sad

this will require readers to have Flash installed to read our lenses now sad I've only had cable a short while - had dail up for years, I'm not a big fan of anything that requires Flash, since it doesn't work for most dail up connections sad sad sad sad

any word on how this will affect our dail up readers and what about lensmasters on dail up? Will it affect their ability to load the edit page if they have to wait for ads to load or will the ads only load on the published page and not on the edit page?


MeganCasey wrote:

Something else that may be of interest: The standard for text links ads is to show 12 or more per page. But we're capping it at only 3 per lens.

I'm glad of that part! smile smile smile I don't want my lenses to end up looking spammy! I've seen blogs using the intext ads and the page has got so many pop ups coming at you that I don't bother reading them. I'd hate for Squidoo to drive folks away by adding so many links that the lenses start looking spammy. If there was only a few than it may not have much impact on our dail up traffic.

Last edited by EelKat (07/01/2009 1:51 pm)

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#12 07/01/2009 1:55 pm

xtnshun
Full fledged kraken (500+ posts)
From: Reston, VA
Registered: 05/23/2007
Posts: 625

Re: Update on our experiments with ads

I assumed it would be a java script, not flash, but I don't know for sure.  A lot of the Glam ads and Adsense image ads use flash as well.

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#13 07/01/2009 2:06 pm

JaguarJulie
Indubitably tentacular
From: Jacksonville, FL
Registered: 03/21/2006
Posts: 3745

Re: Update on our experiments with ads

MeganCasey wrote:

Something else that may be of interest: The standard for text links ads is to show 12 or more per page. But we're capping it at only 3 per lens.

The standard is 12 or more per page?  That sure sounds like a lot for a standard.  3 sounds quite reasonable. wink

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#14 07/01/2009 2:09 pm

KarateKatGraphics
Swimming pretty (100+ posts!)
Registered: 12/31/1969
Posts: 147

Re: Update on our experiments with ads

Thanks to the team for all their hard work with these tough decisions.  The text links, at low density, don't sound too bad.  The only problem I envision is if their content ends up directly contradicting something we've written.  For instance, it's easy to imagine on my ADD lens...right after I suggest people not overdose their kids with untested megavitamin supplements, a "CURE ADHD NATURALLY!" text link could appear to sell people exactly the kind of supplements I just suggested avoiding.    Which would kinda make me look like an idiot.  But Megan said we can opt out, so maybe for certain lenses that's a smart choice.  Question:  Do we have to set those lenses to 100 percent charity in order to opt out of the text links?

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#15 07/01/2009 2:14 pm

aj2008
Indubitably tentacular
From: England
Registered: 12/31/1969
Posts: 3887

Re: Update on our experiments with ads

Thank you for the update Megan smile


Organising the Squidoo Answer Deck

How to Research Keywords | Squidoo Induction

Do's and Dont's on Squidoo: Squid Etiquette

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#16 07/01/2009 2:33 pm

Kate-Phizackerley
Wow. Over 1000 posts.
From: London
Registered: 12/31/1969
Posts: 1740

Re: Update on our experiments with ads

Having them as obviously ads rather than something the lensmaster has chosen and recommends is crucial so I am glad the format issue has been taken on board, but hope that it makes it plain it's an advert.

There is also an issue of relevance.  As it stands, a lot of the adverts chosen are not particularly relevant for some lenses.  That is acceptable in sidebar ads, but it won't be in text ads. 

Kate

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#17 07/01/2009 4:01 pm

GonnaFly
First mate
From: Down Under
Registered: 12/31/1969
Posts: 377

Re: Update on our experiments with ads

I am very new to all this. So I'm really only just starting to learn. But I was just wondering if those text links might advertise the same product as my affiliate link and so consequently I would get substantially less of a payout if the reader clicks on the text link rather than on my affiliate link. I s'pose I could opt out....

Jeanette

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#18 07/01/2009 4:27 pm

Chadrew
Wow. Over 1000 posts.
From: Lithuania
Registered: 03/11/2007
Posts: 1442

Re: Update on our experiments with ads

Oh sad

I wonder how much exactly will the payout increase. I guess we'll find out in 2 months.

Last edited by Chadrew (07/01/2009 4:28 pm)

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#19 07/01/2009 4:28 pm

AdrienneJenkins
Mesonychoteuthis
From: Washington, DC
Registered: 12/31/1969
Posts: 872

Re: Update on our experiments with ads

Sounds great and kudos to you and the team for keeping the community in the loop....

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#20 07/01/2009 4:34 pm

MeganCasey
Editor in Chief, Squidoo.com
From: Back to the future
Registered: 10/17/2005
Posts: 544

Re: Update on our experiments with ads

A few replies for you! 

BFuniv.com wrote:

My lens views are way down since the Glam ads, but hits can vary by 50% or more for no discernible reason under assumed normal conditions. An added reason may be that many of my lenses deal with learning and education - and it's summertime.

Hang in there! Your lenses are beyond terrific, time and again. Sounds like you're experiencing summertime blues, common for "school oriented" lenses around this time. Overall traffic to Squidoo is up, and Glam ads have zero impact (good or bad) on the number of visits coming to the site. If surfers really didn't like the Glam ads, the number that would degrade would the number of lenses someones looks at in a single session. (Because, feasibly, they'd see one lens and not like the ad and go away, right?). But that's not happening. So, all good news I think. I'll keep cheering for your lenses.

EelKat wrote:

This will require readers to have Flash installed to read our lenses now sad I've only had cable a short while - had dail up for years, I'm not a big fan of anything that requires Flash, since it doesn't work for most dail up connections

Good news and bad news. No, surfers don't have to have Flash in order to view your lenses. If they don't have Flash, the ads might not render, but the rest of your lens will load as usual.  The bad news is that most of Squidoo is not built and optimized for people on dialup, or lowgrade browsers like IE6. So you might run into other issues, unrelated to these ads. At least you have cable now! smile

KarateKatGraphics wrote:

But Megan said we can opt out, so maybe for certain lenses that's a smart choice.  Question:  Do we have to set those lenses to 100 percent charity in order to opt out of the text links?

Nope. You can have a 100% cash setting if you like, and still opt out of textlink ads. If the 1 week test works and we all decide to continue with textlink ads, then we'll likely create a separate ad pool for that revenue. So the people who want the extra royalties can leave the ads on their lenses. And if you want to opt out, you just won't get a cut of that textlinks ad pool. 

Kate-Phizackerley wrote:

There is also an issue of relevance.  As it stands, a lot of the adverts chosen are not particularly relevant for some lenses.  That is acceptable in sidebar ads, but it won't be in text ads.

Agreed! That's a big difference between "display ads" like Glam, and "textads" like these. It's also a big big part of what we're looking at in the test. We want to see if these textlink ads are as relevant and interesting as the service tells us they will be.  We at Squidoo don't have a lot of control over which ads get matched to the content, so we're depending on InfoLinks to serve up quality targeted stuff as often as possible. We'll see how it goes!

Megan

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#21 07/01/2009 5:03 pm

Kate-Phizackerley
Wow. Over 1000 posts.
From: London
Registered: 12/31/1969
Posts: 1740

Re: Update on our experiments with ads

MeganCasey wrote:

Nope. You can have a 100% cash setting if you like, and still opt out of textlink ads. If the 1 week test works and we all decide to continue with textlink ads, then we'll likely create a separate ad pool for that revenue. So the people who want the extra royalties can leave the ads on their lenses. And if you want to opt out, you just won't get a cut of that textlinks ad pool.

Now that is why I like Squidoo.  It is a sensitive issue on some lenses (not others) and being able to opt in/out separately of the text ads is definitely appreciated.  For instance, I'll opt out on my lenses set for charity (even though I leave glam ads on those - they are obvisouly ads and I want my charity lenses in the pool), but lenses about popstars, films etc, I'll leave the Text Ads on (if we get them permanently).

That also helps, Megan, with my question on relevance.  If a lensmaster finds she has written a lens for which the text ads are not relevant, she can turn them off.  Somebpdy else asked about canibalising her affiliate links - again if that is an issue in a particular lens, they can be turned off.  I think being able to turn off without setting the lens to charity is likely to allay most concerns.

Cheers
Kate

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#22 07/01/2009 5:23 pm

Chadrew
Wow. Over 1000 posts.
From: Lithuania
Registered: 03/11/2007
Posts: 1442

Re: Update on our experiments with ads

I agree, a separate ad pool sounds like an excellent idea! Actually... Is there any chance there would be a separate ad pool for the leaderboard ads on the top?

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#23 07/01/2009 7:04 pm

GypsyPirate
Giant Squid Community Organizer
Registered: 12/31/1969
Posts: 3040

Re: Update on our experiments with ads

MeganCasey: Thanks for the updates.  I think this is moving in a positive direction and will be good for us.  If nothing else, I know ya'll are on top of it for us.


Giant Squid Organizer
Do You Love Coconut?
Join SquidAid: Make Lenses ~~ Aid Survivors

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#24 07/01/2009 8:53 pm

stargazer00
Mesonychoteuthis
Registered: 12/31/1969
Posts: 825

Re: Update on our experiments with ads

Thanks for the big effort to make it better for us and thanks for keeping us informed!

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#25 07/01/2009 9:06 pm

WarrenAllanJohnson
Landlubber.
Registered: 11/09/2005
Posts: 34

Re: Update on our experiments with ads

Text links = Yuk. These are annoying to the user and rarely relevant when I find them on other sites.

I appreciate being able to opt out of these; providing this option is very thoughtful to the community.

Alas, what the world need is advertising that is more relevant and useful, and that doesn't invoke banner blindness. Much of this is dependant on smarter advertisers, not just new technology and ways to serve the same ole, same ole.

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