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Case Study: How One Website Doubled Its Ad Revenue

by Kimberly Smith  |  
August 25, 2009
  |  3,094 views

Company: PlanningFamily.com
Contact: Noah Anderson, President and CEO
Location: Costa Mesa, Calif.
Industry: Online Publishing
Annual revenue: $5,000,000
Number of employees: 10

Quick Read

PlanningFamily.com President and CEO Noah Anderson knew his site offered a strong value proposition for advertisers, but convincing them to advertise on his site on a cost-per-thousand (CPM) basis, without any guarantee of clicks... in this economy? Well, that was another story.

So Anderson introduced a new performance-based program: Advertisers pay only for the real leads they receive, thereby diminishing the risk of advertising on his site.

This approach allowed PlanningFamily to connect with a new advertiser base, and over the past year the company's ad revenues have doubled as a result.


Challenge

PlanningFamily.com is an ad-supported community website for pregnancy and parenting information. It boasts more than 500,000 monthly unique visitors and between 90,000 to 100,000 new-member registrations per month.

Those numbers should seem attractive to the right advertiser; nonetheless, with the turn of the economy, PlanningFamily was having difficulty attracting new advertisers with its offerings, which consisted primarily of CPM display banners, newsletter sponsorships, and solo email deployments.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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  • by Jean Nadeau Tue Aug 25, 2009 via web

    How the CPL introduction program did not cannibalize the actual CPM program? What was the incentive to move an happy CPL advertiser to a CPM based cost model?

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