Should my HVAC website allow advertising?By Rein Shope on Wednesday, March 24, 2021
Allowing website ads can supplement your income, but it also diminishes the user experience.
In modern times, you cannot run a successful HVAC business without a website. Managing a site comes with its own challenges. You have to pay for hosting, your domain name, security certificates, and maybe even designers or contractors to take care of all of the upkeep and maintenance. It all adds up quickly!
One way to make a website pay for itself? Monetize it with advertising. This doesn’t make sense for everyone, but it can offset some expenses and even give you a whole new revenue stream. Let’s go through some of the most important things to consider when deciding if you’d like to monetize your HVAC site as an ad publisher.
Content is the most important aspect of monetizing your website with an ad company such as Google Adsense. Many advertising solutions use an automated system in order to review your pages and determine if they’re suitable to sell ad-space on. The more content you have on your site, the better it will work for advertising.
Ad platforms such as Google Adsense or Media.net place high value on content rich websites such as blogs and news sites. This means that your HVAC site will require a lot of pages that host large sections of text-based content if you want to sell ad space on it. To meet this requirement, you should host a blog on your website that you post HVAC-related news and information to regularly.
As a bonus, creating more content on your site can help your SEO (Search Engine Optimization), leading to more visitors and more income from advertising!
If your site isn’t already rich with the content that these companies are looking for, get a good amount of articles published before applying to one of these companies. This will maximize the chances of approval.
Of course, we’re getting ahead of ourselves. Before running ads on your website, ask yourself if you’re comfortable with showing the ads to begin with. Some consider ads an eyesore to avoid at all costs, while others believe they’re completely acceptable in order to offset the costs of running the site.
A website showing Adsense ads in two separate locations
Additionally, ask yourself, “What’s the point of my website?” Most likely, your site exists to inform users about your HVAC services and convince them to hire your company for their HVAC needs. Ads will get in the way of that. Sure, allowing ads can supplement your income (more on that later), but they create a negative user experience and actively ask visitors to move from your website to somewhere else on the internet. Plus, the ad revenue you’ll get likely pales in comparison to the revenue you’d get from someone hiring you to perform HVAC work. With this in mind, it may make more sense to build your website with the idea of converting traffic into HVAC customers, not selling traffic to third parties. (If you see yourself more as a content company than an HVAC company, that changes the equation.)
Money! Here’s what everyone wants to know about. How much can you make from ads? This is a tricky subject, as ad revenue can vary greatly depending on your views, what ads happen to populate on your site, and what type of ads get published.
A revenue estimate for a Home & Garden site in North America
Luckily, Google has a revenue calculator that you can use in order to get a sense of how much you could earn depending on your region and industry, based on your website traffic. Above you’ll find an example from their calculator for a website based out of North America in the Home & Garden category. If you can net 50,000 views per month, you can get up to an estimated $13,026 a month.
Reaching that sort of traffic threshold isn’t easy, but it should give you an idea of what is possible. Remember, though; putting ads on a site will diminish its effectiveness in securing traditional HVAC business for your company. Does the estimated ad potential justify this loss? Only you can make that decision.
If you’ve decided to try out monetization, you have to decide on an ad platform to choose.
Google AdSense is probably the most popular and easiest to set up. On average, it provides decent revenue for ads.
Media.net, a competitor for AdSense, is a common secondary choice for those looking to monetize.
There are also many more solutions such as AdThrive and Ezoic, each with their own advantages, disadvantages, and prerequisites. Don’t be afraid to shop around!