Core Users ARE your most profitable

May 21st, 2008

Hows this.  We always hear to identify your core users and target them.

They are your most profitable.

You would think that this relates to purchasing of merchandising or buying products/services.

However I have found it also applies to consumption of advertising.  O you say.  Well…..

Recently we transferred StillSpoiled to WordPress.  During this transition we were removed from the google index.  We get roughly 95% of our traffic from Google.

Our traffic took a hit.  Thinking adsense would as well i investigated.  However this was not the case.

Check out these numbers:

Date Impressions Clicks CTR ECPM Earnings
Tuesday, May 6, 2008 3,587 ** ** $0.42 **
Tuesday, May 20, 2008 216 ** ** $4.20 **

I took a 16 fold decrease in traffic! only to see my earnings drop 40%.  My ECPM in fact went up 10 fold!

These have been fairly consistent.

ECPM adjusts by Google automatically calculating the quality of these clicks.  A higher ecpm means higher quality clicks (and therefore are purchasing/profitable for my advertisers).  Ie my core users aren’t just clicking they are buying.

It seems my core users who have bookmarked my site, know it by name and visit regularly consume the most advertising.

(Most of the advertising sells merchandise to tv shows we write about, so relevance is a factor)

This makes sense if you think about it, in theory my passionate fans will be most willing to lay out cash. Turns out this translates to advertising.

Question is now, should i set noindex on the site? Therefore only letting people find me via word of mouth.

Seems it will be more profitable.

Maybe you should deindex for a fortnight to identify your core users.

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