Blog advertising can be done in many different ways. Most common are click-through ads for topics that pertain to the content of the blog, placed in sidebars and banners. The leader in this category is AdSense, a ‘contextual’ advertising program where bloggers simply add a piece of code to their blogs that help Google analyze what the page is about so they can serve ads on that topic. For instance, a blog written by a stay at home mom may have ads for Crayola products or Pampers diapers appearing in the sidebar and banner. The blogger signs up for this service and is paid based on how many people click on these ads. With click-through rates in traditional online advertising dropping, inexpensive blog click-throughs are as high as 1%. Advertisers are starting to appreciate the influencer constituency on blogs, where the “distinct advertising value of these audiences isn't their eyeballs, it's their mouths. (Ochman, 2006)”
When an advertiser buys an online ad, they can be sure that the number of people that they pay for will see it. If they buy 1mm impressions for a client, they can be sure that 1mm people saw the advertisement. As well, on top of the 1mm who saw the ad, they can track that X per cent actually took action after seeing that ad and clicked through to the client’s site. With the right analytics package, we can also work out how many people, who saw the advertisement, ultimately bought the client’s product or service. Agencies that have the capacity to spend less of their clients’ money but that do more work to show that they are spending it in the right places, will ultimately benefit from their clients’ permission to spend more of their money.
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