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How publishers can create supplemental revenue streams outside of traditional advertising


By district m,
October 29rd, 2019

Transcript of the Fireside Chat:

John Ghosh:
He’s from the New York office in the US, the US CRO. Future. Everyone welcome. Because

Luke Edson:
It can be bleak. Some days when you think about Google, and Facebook and Amazon, and then you stop right there because that’s the market. So you think well, what can you do that’s defensible in a market like that where you could never have the engineering power, you wouldn’t have the marketing budget?

The answer is that change is our friend. Which is to say, when the market changes, we all adapt to that. We find new innovation, we find new ways to create value. And so we’ve got a diverse way that we monetize all of the users across all the brands.

E-commerce as supplemental revenue

A big growing part of our business right now, I’m going to spend some time talking about it today is e-commerce. So if you’re a specialist, in a vertical like tech, gaming or music: oftentimes people are researching something that they’re contemplating buying.

And so we’re constantly thinking about solving that problem: how do we maximize our page both to add value to the customer, but then monetize at the highest yield? And e-commerce has become one of those methods. We just place commerce widgets- buy now.

How to solve the e-commerce problem

What’s the actual way that a publisher can solve the commerce problem? Because we aren’t Amazon, we make sense of it by thinking about what are all the questions that consumers could ask? Well, I want to do this, how can I do it? How does it work? Can I do that? Should I buy it? What’s the best? Is it worth it? So there’s a tremendous amount of inquiry that goes on.

That actually does lead to a little bit more of a simplified funnel/ e-commerce journey. We are the authority in answering those valuable questions. We then have every right to monetize because my page is the authority in answering questions that are going to drive your business, right? A natural fit for commerce.

We’ll see anything that’s trending on Google and we just ask ourselves: what are all the questions that can be asked and we start to publish articles based on them. What that does for us is build a tremendous amount of authority in the Google algorithmic search result.

Here’s an article we did: How to measure your wrist for a Fitbit. The last step in the consumer journey. This is an evergreen article, it’s on iMore. And the article still, with the e-commerce widget sells 3000 Fitbits a month.

Getting to the top of search

40% of the clicks go to the first algorithmic result. And by the time you get to the fifth, it’s less than 3%. And so getting the top result or having the top three really matters.

Ads around the retail operation make a ton of sense because this is my story I’m telling in my language and I’m telling it to the consumer. The ads wrapped around this then allow a an advertiser to tell their story.

John Ghosh:
Perfect. Well, everyone. Thanks so much, Luke Edson. It was a pleasure

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