John Chow’s new blog design went live about a month ago, August 22st to be exact. When the new design went live, so did my new 125×125 ad spot on his blog. The cost of the ad spot was $400. At first my ad spot was on the top left section, then John decided to rotate the ads, which was fine. I had no idea what to expect as far as traffic, but the opportunity was there, so I took it! Like many others, I’m sure you are wondering how the ad performed… here’s how the stats went!
The chart above is the complete run down from August 22nd to September 21st. In the beginning there was a nice amount of click throughs since the layout and all ad spots were new. Click amounts for the first five days were 206, 129, 144, 79 and 93. From August 22nd to September 10th, the ad spot had sent over 1509 click throughs, with an average of 75 clicks per day. The reason I point out stats at this time period is because on September 11th, John made a separate post on his blog about my $10,000 in NeverblueAds earnings. The mention he wrote was part of his "Miscellaneous Ramblings – 9/11/2007" post. The result of this listing was the huge spike above, (what other sites have referred to as the "John Chow Effect"). The mention in his Miscellaneous Ramblings post brought in 403 clicks the first day, 239 the next and 102 the third day. (this is counting any clicks from the 125×125 ad spot as well). As you can see on the chart, a few days after the mention in his post, the traffic was slightly higher than normal.
In the end, the 125×125 ad spot and the listing in the Miscellaneous Ramblings post brought in 2,861 clicks… from 170 different pages off JohnChow.com. This comes out to approximately 92 clicks per day. I would estimate around 800-900 clicks were generated from the the text listing in the Miscellaneous Ramblings post, so if I deduct 900 from 2861, it brings the total to 1961… which brings the new average to 63 clicks per day… at an average of .20 per click (based off the $400 ad spot price).
Here are a few more stats based on the traffic that came over from JohnChow.com. Some key points are that the average visitor spend 3 mins and 41 seconds on the site, while a decent amount of the traffic sent over were new to the site.
In the end, it would be tough to say if the ad spot for $400 was a good decision, mainly because I was not trying to sell or push any product or advertising. The main reason I purchased the ad spot to bring in new readers to the site and to possibly help brand the Zac Johnson logo and blog name. However, at only a .20 per click average, I’m sure this ad spot would do well for any marketing software or affiliate network to bring in new affiliates. Since I was only one of eight different advertisers, I would be interested in hearing how their performance for the ad spot went.